Product details

This case covers the challenges faced by a growing pharmaceutical company. JayKay Pharmacy Limited began business operations as a community pharmacy in 1984, and eventually expanded to include the production of liquid pharmaceutical products. These products were initially sold solely through its outlets, but were later distributed to other independent retailers such as community pharmacies, hospitals and clinics. Its business operations were diversified to include the sale and marketing of the products of multinational pharmaceutical companies. In its bid to become a player to be reckoned with in this new line of business, it needed to entrench its image in order to gain market acceptance. However, the sales and marketing culture of JayKay Pharmacy Limited was at odds with the deep-seated retail mindset of the majority of the senior management. This case is useful for teaching retail marketing, expansion and growth strategies. It can also be used to teach retail and entrepreneurial marketing.