Required: What is the overall objective/goal of the case? For each of the three communications, what

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Required:

  1. What is the overall objective/goal of the case?
  2. For each of the three communications, what is the sub-objective/goal for each communication?

Case:

Indus Valley Pharmaceuticals is a drug company that manufactures generic medicines (non-brand, no-patent). This allows them to keep costs low, but it also means that the sales department has to work very hard to sell medicines which compete not only with other generic competitors, but also with well established and recognizable brand name versions.

As the newest member of the sales team at Indus Valley Pharmaceuticals (IVP), you spent three weeks negotiating with the supply manager at Punjab Medical Center (PMC), a free clinic run by the Government of Punjab. The supply officer, Mr. Saad Ahmad (saadahmad@pmc.gov.pk) has agreed to purchase 100,000 tablets of paracetamol (a pain killer better known under the brand name of Panadol). The purchase price agreed upon on the phone is PKR 30/100 tablets. This is slightly lower than the official catalogue price listed in the IVP pricing list, but you are hopeful that some discount will be allowed for such a large order and to acquire a new customer.

Mr. Ahmad has given a verbal order for 100,000 tablets of paracetamol. Since this is a Government-run hospital, very specific instructions have to be followed: The tablets must be packed in paper sachets, two tablets per packet. Each packet must have the name of the drug clearly printed on it. For shipping and storage purposes, the packets should be packed in boxes, 1000 packets per box, and each box must be clearly labeled on the side and the top, showing the content and the number of packets within it. Boxes also have to be numbered on both the side and the top. The boxes are to be shipped to the following address: Pharmacy and Medical Supplies Dept., Punjab Medical Center, Faisal Town, Lahore, Pakistan.

The order must be filled within 30 days, payment on delivery.

You are really excited about your first major sale. You are also hoping that this sale leads to additional sales – possibly even a permanent, automatically renewed order. As a diligent student at FAST-NU, you learned that the government is always the biggest and most reliable customer worldwide, so this sale has the potential to make IVP a permanent supplier to other government run hospitals. However a misstep is likely to result in the government looking elsewhere for suppliers.

Before you can claim success and bank your bonus however, some additional steps have to be followed.

SOP (Standard operating procedure) at IVP is that all sales have to be cleared and formally authorized by the head of the sales team, Ms. Ambreen Yousufi (ambreen.yousafi@IVP.com.pk). You need to contact her and inform her about the verbal order for 100,000 tablets at the price of PKR30/100 tablets, and request her approval for the sale. Her approval is essential, especially since the price of sale is different from list price.

If she approves, the next step is to get in touch with the storage and warehouse department at IVP, which handles packing and shipping for all sales. Looking through the IVP phonebook, you note down that the person to contact at the warehouse is Qasim Raza, (ext. 225, qasim.raza@IVP.com.pk). A quick phone-call to Mr. Raza reveals that tablets are stored in large sterile bins at the warehouse and packed just before shipment, and they have enough stock of paracetamol at hand to fill this order. Printing the packets will take one day, and filling the packets and packing into boxes will take an additional two days. The order can be shipped by truck for same-day delivery. He tells you to get in touch with him once the sale has been approved and is ready to ship, and provide him with shipment details.

Once Ms. Ambreen gives her approval for the sale, SOP is that you need to fill an order form and contract and send the whole package of forms by courier to the customer, with return envelope and postage paid. You need to provide the customer with the phone number for the courier pickup (042 555-5678). You also need to inform the customer that if the contract is not returned within the specific time, the special price negotiated over the phone will be considered invalid two weeks from the date specified on the contract.

Having diligently done all the research, made lists of information and gathered all the needed forms, you take a deep breath, say a quick “Bismillah” and take the first step in becoming the top salesman/woman at IVP.

Required:

  1. What is the overall objective/goal of the case?
  2. For each of the three communications, what is the sub-objective/goal for each communication?
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