Group 5 - Module 0C
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Missouri State University, Springfield *
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472
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Medicine
Date
Jan 9, 2024
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docx
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Uploaded by DeanFang12491
PharmaSim Case Discussion
Group 5: Admir, Abby, Griffin, Mason
Instructions:
The PharmaSim case presents an overview of the over-the-counter cold medicine
market from the perspective of the management team at Allstar Brands. Below are
a few guide questions to consider when reading the case. Use your responses to
prepare for a discussion of the case.
Questions:
1.
Company
: What are our goals, and what measures will be used to determine if
we are on track? What strengths and weaknesses do we see in our brand and
organization?
Our goal is to improve the profitability and market position of
Allstar Brands over the counter medications. The market share
and share points will be used to determine if we are on track.
We may also used key performance indicators, sales figures,
customer satisfaction, and profitability margins. The strengths
of the brand include high brand awareness and high conversion
ratio. A weakness is that the retention ratio is lower than
several other brands. Allround didn't receive the best
placement on shelf space allocation in all channels among
brands.
It can only be used during nighttime because it contains
alcohol and antihistamines make patients drowsy during the
day. Physicians providing excessive medication in many
circumstances
2.
Context
: What environmental factors provide opportunities or limit our options?
Environmental factors that can provide opportunities or limit
options for us are things like technological advancement,
regulatory changes, economic conditions, and consumer
trends.
3.
Collaborators
: Who helps us create and deliver value? How do we motivate
them to help us achieve our goals?
The elements that will help us create and deliver value are the
suppliers, distributors, and retailers. We can motivate them by
using incentive programs or by creating partnerships.
4.
Customers
: What underlying needs are we trying to satisfy? What benefits do
customers seek? Are there any trends/changes in these needs that we especially
need to consider?
We are trying to satisfy the customer through symptom relief,
convenience, and consistency. Customers seek the benefit of
symptom relief without a high cost. Providing high-quality
products that meet or exceed customer expectations. For
example, create medicine that can be used during the day
instead of nighttime. Because customers go to work, they
might want medications that will not make them sleep or feel
tired when working. For trends/changes, digital technologies,
or wearable health devices, and health apps. Because
customers seek more accessible and convenient healthcare
options.
5.
Competitors
: Who do we see as our primary competitor(s)? What do we expect
them to do, and how do we defend against those moves?
Our primary competitors are B&B Health Care, Curall
Pharmaceuticals, Driscol Corporation, and Ethik Incorporated.
We expect them to possibly introduce new products into the
market. We can also introduce new products to defend against
these moves.
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