Aegis Analytical Corporations strategic Alliances Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Critical Issues

Aegis Analytical Corporation was facing several issues related to their strategic alliance with Honeywell POMS and Rockwell Automation. With these strategic partnerships, Aegis Analytical Corporation wants to gain the credibility and visibility in the market as these both companies are the leaders in the pharmaceutical manufacturing industry. But neither Honeywell POMS nor Rockwell Automation had produced a single sale for the company. As, the major focus of relationships Honeywell POMS and Rockwell Automation was enhancing the sales that was not achieved by the year 2003.Therefore, Aegis Analytical Corporation founders were having doubts about the alliance strategy for the company and wondered about what actions Aegis should take in order to overcome this difficult situation.

Furthermore, the founders have faced challenges whiling making tough decisions about the future of relationships with Honeywell POMS and Rockwell Automation. The most important issue faced by the company included the decision whether the company should stay one or both of these strategic alliances. If the Aegis Analytical Corporation decided to continue the partnerships with Honeywell POMS and Rockwell Automation then how the Aegis as a small company could influence either of these larger companies to promote the product of the Aegis. Whereas if the company decided to terminate one or both of these strategic alliances then in order to promote and sell the company’s product should Aegis depend upon their internal sales force was another critical issue faced by the Aegis Analytical Corporation.

Additionally, there was another area of concern for the company if it decided to terminate one or both of these strategic alliances, what would be the impact on the reputation of the company after termination of the partnership with Rockwell or Honeywell.

However, another critical issue that Aegis Analytical Corporation was facing while considering the option to set up new strategic alliances and if this was an appropriate option for the company then what steps should company take in order to increase the likelihood of success.

Recommended Strategy

Aegis Analytical Corporation should need to continue the relationships with the Honeywell POMS and Rockwell Automation to improve the productivity and sales of the company. As, these two companies are the leader in the pharmaceutical manufacturing industry and an Aegis Analytical Corporation already have better relations with them in term of the association and connectivity. Moreover, each partner in both the strategic alliances has spent a lot of money as well as time in the training of their sales representatives and understanding each other.

Therefore, it is relatively less expensive for the Aegis Analytical Corporation to improve and maintain its relationship with both Honeywell POMS and Rockwell as compared to start and initiate a new relationship with any company in the industry. Furthermore, it would take a lot of time for the company to search and implement an alternative method for promoting and marketing the product of the company.

So, it would be beneficial for the company to improve its existing relationship with Honeywell POMS and Rockwell Automation.

Also, by continuing and maintaining partnerships with the Honeywell POMS and Rockwell Automation, Aegis Analytical Corporation effectively and efficiently focus on the factors behind the lack of the sales generations. This would allow the company to save costs as well as the time that it could allocate on other activities.

Likewise, due to the fact that Aegis was a small company and it did not have a lot of financing to go to the other new options for their sales enhancement and promotion. In addition to this, it also have limited staffing resources which cannot able to promote and sell the product of the company.

Justification

The above discussed, recommended strategy by improving the communication and coordination among the members of the partner companies would solve the problems of the Aegis Analytical Corporation. In addition to this, by changing as well as restructuring the agreements the recommended strategy would help the company to overcome its existing problems that it was facing in order to promote and enhance the product sales around the world. This strategy would allow the company to use its strengths while overcoming the weaknesses that the company has with its strategic alliance that may result in the enlargement in the sales of the Aegis Analytical Corporation. Furthermore, recommended strategy solve the problems of the company by improving the incentive programs in order to motivate and encourage the sales teams of the companies so that the objective of the company’s strategic alliance could be achieved effectively and efficiently....................

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