The instance focus is set in mid-March 2011, a couple weeks after Juan Ramon Axta's appointment as the brand new head of the PCDA project at a time when sales were plummeting. The PCDA was successfully started in the month of November 2010. The efforts along with this cutting edge notion developed to publicize it received prolonged media coverage. The PCDA was very successful with consumers. The initiative was viewed as a distinctive innovation in Spain and around the world. During the first 20 days that followed the product launching, 1.5 million packets were sold.
Pharmacies complained of continuous stock outs. The PCDAs sales exceeded all previous predictions. Predicated on this particular first success, MSF purchased an additional 3 million packets. However, in the end of February sales dropped by 400,000 packages (i.e., a 50% decline from the preceding month). At that phase of time MSF was worried 100,000 packets will not be exceeded by sales in the month of March. This sudden drop in sales created significant doubt about the future struggle. Atxa needed to determine whether MSF should continue together with the job or cancel it. He wondered whether he should put a stop to it and learn from the experience. He had just lately been put in charge of it, so he felt compelled not to pick this option. However, what was the best thing to do?
The PCDA Project of Doctors Without Borders-Spain, Spanish Version Case Study Solution
PUBLICATION DATE: July 01, 2013 PRODUCT #: NAS264-HCB-SPA
This is just an excerpt. This case is about SALES & MARKETING
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