Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: JayKay Pharmacy Limited
Title
JayKay Pharmacy Limited
Author
Amangbo, C
Pages
18
Product Type
Reference #
507-063-1
Teaching Note
507-063-8
Institute
Setting
Nigeria
Year
2005
Keywords
Entrepreneurial marketing; Retail marketing; Growth and expansion strategies; Retail expansion
Summary/
Abstract
Abstract
JayKay Pharmacy Limited began business operations as a community pharmacy in 1984 and later expanded to include the production of liquid pharmaceutical products sold through its outlets as well as through independent wholesalers and retailers. Jimi Agbaje is at a crossroads about how to organise his various businesses in order to achieve growth without losing out on the synergies to be gained from being part of the same organisation. In addition to the retail and production unit, Jaykay Pharmacy Limited is also integrated with the wholesale and distribution of the products of other multinational pharmaceutical companies. This case gives a detailed account of the early beginnings and growth of the business, highlighting the challenges of growth and expansion. The case gives the instructor an opportunity to teach retail marketing as well as expansion and growth strategies. It aims to demonstrate the marketing principles of retail marketing and the main issues to consider when growing or expanding a business.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
