Introduction
In the Britain, traditional pharmaceutical wholesalers act as intermediaries, mainly playing role of distribution in whole value chain. On the other hand, pharmacy retailers only did work of dispensing medicines. In case of Musa, Alliance Unichem as one of the most successful pharmaceutical wholesalers owned Britain’s second largest market share. However, Musa believed that there could be changes at Alliance Unichem, so that all stakeholders could win. His initiative ideas concentrated on changing the business from product focus to service focus. We concerned that why this successful business organisation should take risk and invest in this new venture.
This article has five main sections to discuss this issue. In section one, we will have a brief outline of pharmacy market and pressures on pharmacies. Musa’s initiative ideas included building up a web-based services company. Therefore, we considered whether the opportunities facing to Musa was high or low innovation opportunities in section two. In section three, we will present two situations, i.e. inside or outside Unichem. We concerned about which situation stand more chance through summarising their advantages and disadvantages. According to ideas form Musa, he proposed to add value to existing products and service. Therefore, we attended to pay a close attention to how does he add value to pharmacists in section four. SWOT analysis will be adopted in this section. In the final section, based on information in Exhibit 1 of the case, we would like to add complementary background research of market opportunities. Then, a proper evaluation will be given to Musa’s business idea.
Section One – Changes in Pharmacy Market and Pressures on Pharmacies
Alliance Unichem
Alliance Un ...