The case of Fran W Horner Ltd
Summary :
Table of Contents
- Summary
- Concerns related to accuracy
- Initial communication strategy
- Competition
- The 1978-79-communication strategy
- Conclusion
Abstract
frank W horner ltd was founded in 1912; horner distributed a variety of ethical and OTC (over the counter) pharmaceutical products to 4000 pharmacies across Canada through a sales force of 65 persons. Only 10% of sales volume was distributed through wholesales. By 1977, sales in Canada had reached $ 15 million.
In 1976, horner executives were investigating acquisition of the Canadian distribution rights to a new type of fever indicator developed by Eurand. The indicator consisted of a thin strip, which when applied to the forehead for 15 seconds, shows "N" if the persons temperature is normal and "F" if the person had a fever.
horner executives conducted technical and market research. The important outcomes are listed below.
In 1976, horner executives were investigating acquisition of the Canadian distribution rights to a new type of fever indicator developed by Eurand. The indicator consisted of a thin strip, which when applied to the forehead for 15 seconds, shows "N" if the persons temperature is normal and "F" if the person had a fever.
horner executives conducted technical and market research. The important outcomes are listed below.
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