Reaserch by: Sandeep Puri, Sven Dahms, Shraddha Puri, & Ritvik Nalamothu
In 2019, the managing director of Sarva Pharmaceuticals Private Limited, a pharmaceutical company based in India, was considering an expansion of his company by entering the growing pharmaceutical market in Myanmar. He needed to identify the best way to execute this expansion plan, assess whether his company’s product range was adequate and suitable for the Myanmar market, prepare for possible risks and cross-cultural marketing issues, and plan the management staffing approaches in Myanmar.
This case is suitable for graduate-level courses on international marketing, international business, analysis of business opportunity analysis, or marketing strategy. It can also be used to facilitate discussions on market entry strategies for international markets, including exporting, licensing, and joint ventures. After working through the case and assignment questions, students will be able to
- analyze macro-environmental and competitive forces in international marketing;
- evaluate various strategies for entering international markets;
- discuss various management staffing approaches in international marketing; and
- appreciate the importance of cross-cultural marketing issues in international marketing.
Issues: international marketing, international business, cross-cultural marketing, international staffing
Disciplines: Marketing, Entrepreneurship, International
Industries: Wholesale Trade
Setting: Mozambique; Myanmar, Small, 2019
Intended Audience: MBA/Postgraduate
To cite this case: Puri, S., Dahms, S., Puri, S., & Nalamothu, Ritvik. (2020). Sarva Pharmaceuticals: International expansion to Myanmar. Ivey ID: 9B20A016. London, Canada: Ivey Publishing.
To access this case: https://www.iveycases.com/ProductView.aspx?id=108610