Research by: Sandeep Puri, Rakesh Singh, Raj Agnihotri, & Bindu Gupta
In January 2020, Jai Prakash Chaubey, the managing director of Sarva Pharmaceuticals Private Limited (Sarva), needed to decide whether or not to accept a proposal from Gursim Pharmaceutical Limited (Gursim) to market some of Sarva’s products in Cambodia. Sarva had been performing well; however, the company’s profitability in Cambodia was minimal. Should Chaubey accept Gursim’s offer? Or should he hire a new country head who could drive the sales in the country and motivate the sales team for better results? Other options included restructuring Sarva’s product portfolio or shutting down the company’s marketing arm to focus solely on distribution. What strategies should he adopt to turn around his company’s performance, strengthen its presence in Cambodia, and remain on course to achieve the company’s target for 2020?
This case is suitable for graduate-level marketing courses in a segment on the alignment of marketing and sales within an organization. The case can also be used in a management strategy course to discuss turnaround strategies for a company or sales leadership and sales force effectiveness, or used in an international marketing course. After working through the case and assignment questions, students will be able to
- understand the interplay of marketing and sales strategies and the need for effective salesforce controls;
- perform a business portfolio analysis;
- understand the influence of sales leadership on business results;
- craft turnaround strategies in the context of international markets; and
- suggest marketing strategies to enhance the company’s efficiency and effectiveness.
Issues: sales leadership, turnaround strategies, international marketing, pharmaceuticals
Disciplines: Marketing, Entrepreneurship, International
Industries: Health Care Services, Wholesale Trade
Setting: Croatia; Cambodia, Small, 2020
Intended Audience: MBA/Postgraduate
To cite this case: Puri, S., Singh, R., Agnihotri, R., & Gupta, B. (2020). Sarva Pharmaceuticals in Cambodia: fight or fold. Ivey ID: 9B20A060. London, Canada: Ivey Publishing.
To access this case: https://www.iveycases.com/ProductView.aspx?id=110343