Product details

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Subject category: Marketing
Authors: Sandra Vandermerwe (Imperial College London); Rifat Atun (Imperial College London)
Published in: 2002
Length: 12 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is the first of a two-case series (502-023-1 and 502-024-1). Case (A) is about a new start-up. A young entrepreneur from a wholesale pharmaceutical company decides to take advantage of the inefficiencies in the industry and lack of customer focus and start a new Internet-based business. Case (A), through a series of exhibits demonstrates the traditional chain - from the manufacturer through to the wholesaler, retailer (pharmacies) and end users - as profoundly product driven ending with the question: is there an opportunity here for Musa Dhalla to start a new business? Case (B) is about what Musa Dhalla, recent MBA and entrepreneur, does to launch Pharmalife, a customer focused start-up, by restructuring the wholesale pharmaceutical supply chain in the UK with a view to expanding into Europe. It concentrates on how the technology delivers added value to customers,ending with certain options as Dhalla and his team have difficulty raising the second round of financing to grow the company, having achieved what it set out to do in phase one with the help of venture capital. This case contains colour exhibits.
Location:
Industry:
Size:
Start-up
Other setting(s):
2000-2001

About

Abstract

This is the first of a two-case series (502-023-1 and 502-024-1). Case (A) is about a new start-up. A young entrepreneur from a wholesale pharmaceutical company decides to take advantage of the inefficiencies in the industry and lack of customer focus and start a new Internet-based business. Case (A), through a series of exhibits demonstrates the traditional chain - from the manufacturer through to the wholesaler, retailer (pharmacies) and end users - as profoundly product driven ending with the question: is there an opportunity here for Musa Dhalla to start a new business? Case (B) is about what Musa Dhalla, recent MBA and entrepreneur, does to launch Pharmalife, a customer focused start-up, by restructuring the wholesale pharmaceutical supply chain in the UK with a view to expanding into Europe. It concentrates on how the technology delivers added value to customers,ending with certain options as Dhalla and his team have difficulty raising the second round of financing to grow the company, having achieved what it set out to do in phase one with the help of venture capital. This case contains colour exhibits.

Settings

Location:
Industry:
Size:
Start-up
Other setting(s):
2000-2001

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