In May 2022, Cairo Economic Court put an end to the expansion of famous pharmacy chain 19011, declaring its bankruptcy.

• The Chain has controversially dominated the pharmaceutical market in Egypt briefly before crashing.

• The 19011 chain of pharmacies which is owned and operated by Alfa Pharmacy Company was founded in October 2017 by a group of seven low-profile young pharmacists.

• The company started with ten branches only.

• By 2019, the chain acquired 100 registered and operating existing pharmacies.

• At its peak, Alfa had 300 branches nationwide (27 governorates) with 250,000 pharmacists, administrators, and workers.

• At the time, due to its massive expansion, the chain stirred controversy among marketers, strategists and management consultants for the reasons of: speed and rate of expansion, as well as its unknown source of funding.

• Fast forward to 8 June 2022, a Cairo Economic Court declared Alfa bankrupt as of 29 May 2022 due to its inability to pay huge debts to banks and drug companies.

• Please give all possible reasons for the collapse of the 19011 chain of pharmacies / Alpha Company, using the Ten Marketing Pillars: Segmentation, Targeting, Research for Consumer Attributes, Differentiation, Positioning, Value Proposition, Product attributes, Pricing, Promotion & Advertising, and Distribution / place.

• what could have gone wrong in terms of decision taking that  managers did?