Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: Medicine's Plus Limited
Title
Medicine's Plus Limited
Author
Amangbo, C
Pages
20
Product Type
Reference #
505-094-1
Teaching Note
505-094-8
Institute
Setting
Nigeria
Year
2005
Keywords
Pharmaceutical market in 2002; Choosing a location and setting up; Staffing; Choosing a name; Stocking; Pricing; Getting the first customers; Retaining customers; Acquiring new customers; The National Agency for Food, Drug Administration and Control (NAFDAC
Summary/
Abstract
Abstract
Medicines Plus was a chain of pharmacy shops in Lagos, Nigeria, that had created a reputation for quality products in a market that was burdened with the preponderance of fake and adulterated drugs. In January 2002, Joke Bakare was faced with the regulated environment that was poised to eradicate fake drugs in the short term. However, this opportunity was a threat to her business model, which was built around the preponderance of fake drugs. Moreover, her main source of supplies was being threatened by policies made by the National Agency for Food, Drug Administration and Control. Joke was also anxious to build an image around the brand name using promotional methods but was constrained by the laws against the advertisement of professional services. This case provides an opportunity to discuss the various ways of communicating with the consumers without the use of advertisement. It also provides opportunities for the discussion of marketing in a developing economy and in a regulated environment.
The Impact of AABS Video
"The impact of AABS Video" was filmed at the Gordon Institute of Business Science, Johannesburg and at the University of Cape Town Graduate School of Business, Cape Town during the AABS Members Meeting and Conference 2011.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
