個案資料
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Rock Pharmacy: Rocked?
內容大綱
Driven by a passion to develop his own brand, Sandeep Yadav started Rock Pharmacy in 2014 in a rented area of 700 square feet and with seed capital of US$6,665. His primary customers were patients who required medication regularly for conditions including cardiovascular diseases, diabetes, and kidney issues, and people who worked for companies in the local area. The venture dealt mainly in patented medication. However, over 2018-2020, there had been a dramatic decrease in sales and profits due to the rise of e-pharmacies and organized pharma, and the business was struggling to meet its operating expenses. Considering the options available to save his business, Yadav had to decide: should he give up his brand and collaborate with online/organized pharma players, or should he compete with them?
學習目標
This case is suitable for graduate- and postgraduate-level courses on marketing, strategic management, or entrepreneurship, and for teaching the unified theory of acceptance and use of technology (UTAUT); relationship marketing; the volatility, uncertainty, complexity, and ambiguity (VUCA) model; macro-environment analysis; and business model strategy. After working through the case and assignment questions, students should be able to<ul><li>evaluate the pros and cons of the available alternatives;</li><li>identify factors for the adoption of e-pharmacy;</li><li>formulate strategies to cope with technological disruption; and</li><li> formulate strategies for building better customer relationships.</li></ul>