The Swiss pharmaceutical global corporation Hoffman-La Roche has made a major br

Question

The Swiss pharmaceutical global corporation Hoffman-La Roche has made a major breakthrough in the relief of a serious disabling disease that affects 3 percent of the world's population.  Its new product, Tigason, is the first product that effectively controls severe cases of psoriasis and dyskeratoses, skin disorderst hat cause severe flaking of the skin. Sufferers from these diseases frequently retreat from society because of a fear of rejection, thus losing their families and jobs.  Tigason does not cure the diseases, but it causes the symptoms to disappear.

There is one potential problem.  Because of the risk of damage to unborn babies, women should not take the drug for one year before conception or during pregnancy.  Hoffman-La Roche is well aware of the potential for harm to the company if the product is misused.  It has seen the problems of another Swiss firm, Nestle.  After much discussion, the company has decided the product is too important to keep off the market.  It is, after all, the product that gives the greatest relief to sufferers.  The marketing department is asked to formulate a strategy for disseminating product information and controlling Tigason's use.

As the marketing manager, what do you recommend?

Explanation / Answer

U.S. Pharmaceutical of Korea (USPK) was formed in 1969. Its one manufacturing plant is located just outside Seoul, the capital. Although the company distributes its products throughout South Korea, 40 percent of its total sales of $5 million were made in the capital last year.

There are no governmental restrictions on whom the company can sell to. The only requirement is that the wholesaler, retailer, or end user have a business license and a taxation number. Of the 400 wholesalers in the country, 130 are customers of Ball-McCulloch-Frantz- Geringer-Minor:

The Swiss pharmaceutical global corporation Hoffman-La Roche has made a major breakthrough in the relief of a serious disabling disease that affects 3 percent of the world

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