The general manager at GlaxoSmithKline India has been assigned to inflate annual sales of health food drink increase up till 18% without any significant increase in contribution margins.
Repositioning the brand could boost the size of the target market, but may also endanger the sharply defined positioning of the brand. Trying expansion of the distribution network, where the competition is deeply entrenched and powerful, might strain company resources and may even be counterproductive. Executing the two strategies will require completely different abilities and the installation of diverse resources. The general manager must make an informed choice. Jaydeep Mukherjee is affiliated with Management Development Institute.
PUBLICATION DATE: February 27, 2015 PRODUCT #: W15042-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
Shaklee Corporation: Corporate Social Responsibility
iMPath Networks
Just Us Coffee Roasters
RealNetworks Rhapsody
Scope and Challenge of Business-to-Business Marketing
Braniff International: The Ethics of Bankruptcy (A)
Yanzhou Coal Mining Company Limited: Overseas Acquisitions (A)
L’Oréal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai
Novo Nordisk: Managing Sustainability at Home and Abroad
SawStop A
