This case provides an excellent setting to discuss the key issues related to sales and operations planning. It highlights the difference in objectives in different functions as well as the problems encountered in numerous organizations.
1. Describe the current system in use as it applies to the operations personnel and marketing personnel. To what extent does this system help or hinder Med-Chem’s ability to achieve its objectives? Why?
2. For marketing and operations, what are the critical activities that they must do well for Med-Chem to be successful in the marketplace?
3. What general recommendations would you make to Todd regarding the current situation?