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Laurs & Bridz: Sales Targets and Antiviral Drug Launch

Sandeep Puri ; Rakesh Singh ; Jatin Batra

Reference: IVEY-W25457-E
Year: 2020
Number of pages: 9
Geographic Setting: India
Publication Date: Nov 19, 2021
Source: Ivey Business School (Canada)
Type of Document: Case

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Description

In October 2020, the managing director of Laurs & Bridz Pharmaceuticals Private Limited was considering changing the company’s sales strategy to reflect the challenges that India’s pharmaceutical industry was facing during the COVID-19 pandemic. The compa

Learning Objective

This case is designed for use in an undergraduate course in a segment on sales management, and is also suitable for a sales management course which discusses sales performance and sales targets. This case will help students understand the importance of se

Keywords

COVID-19 pandemic product launch Sales Sales management Sales strategy