PharmaSim Case Discussion

Instructions:

The PharmaSim case presents an overview of the over$-$the$-$counter cold medicine

market from the perspective of the management team at Allstar Brands. Below are

a few guide questions to consider when reading the case. Use your responses to

prepare for a discussion of the case.

Questions:

$1.$ Company: What are our goals, and what measures will be used to determine if

we are on track? What strengths and weaknesses do we see in our brand and

organization?

$2.$ Context: What environmental factors provide opportunities or limit our options?

$3.$ Collaborators: Who helps us create and deliver value? How do we motivate

them to help us achieve our goals?

$4.$ Customers: What underlying needs are we trying to satisfy? What benefits do

customers seek? Are there any trends$/$changes in these needs that we especially

need to consider?

$5.$ Competitors: Who do we see as our primary competitor$($s$)?$ What do we expect

them to do$,$ and how do we defend against those moves