The case of Fran W Horner Ltd

Type :

Term papers

Pages :

3 pages

Format :

.doc

Published date :

08/28/2009

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Summary :

 
 

Table of Contents The case of Fran W Horner Ltd Table of Contents

 
  1. Summary
  2. Concerns related to accuracy
  3. Initial communication strategy
  4. Competition
  5. The 1978-79-communication strategy
  6. 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.

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About the author :

pencil image VINAYAKA H. MANAGER- SALES
Level :General public Study : Management School/University : IIM INDORE

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