Research Proposal Analysis Of Sales Force Practices In Werrick Pharmaceutical (Private) LIMITED

Abstract

Fierce competition exists in Pakistan’s pharmaceutical industry. While multinational companies are in a state of mergers and acquisitions even in Pakistan, national companies are increasing their number as well their scope of operation. Clearly they are taking advantage of the liberal drug laws that permit them to manufacture the drug of their choice even if it is patent in the US or elsewhere. The focus of all governments after 1990 has been to increase the availability of affordable drugs and to ensure the drugs are available in all parts of the country. The pre 1990 era saw few national companies and majority for the stake was with the MNC’s. However, the tide has now tilted in favor of the national companies who have more than 53 % of value share in the market. The study was spread on to three distinct portions. The first part was based upon study of the company policies as well as the manuals related to the marketing & sales department and HR. However, no such written policies were found and neither did they exist in the forms of letters sent to the field force as guidelines. Thus in the absence of such policies, efforts were made to interact with the marketing and sales department personnel to understand the working methodology and the principles set forth for conduct of the business. The second phase was to interact with the customers and understand the present perception about the company, the field force and the product line being offered. The third phase was to obtain feedback from the field force and to take their opinion about various factors related to performance management, control and interaction of supervisor, the working of the intermediary forces to assist them in their sales efforts, competitors’ position in field and finally the policies of the company. All these issues have been combined to make a comprehensive picture of the grey areas that exist within the network and are a hindrance in achieving the desired growth target. The major issues that have emerged from the initial study of the marketing and sales structure/policies is the lack of clarity in the assigned roles/duties and the tasks that are to be performed. Similarly, there are no marketing, sales and HR policies for the teams to take their guidance. Another grey area was the structure itself. The net result of the survey is to our second part of the report with major results that company is rated as a top tier company among the respondents. The consistency of TM is high but they fail to make the connection a value proposition call due to lack of presenting skills as well as the technical knowledge. The work environment on the other hand has been rated the highest motivational factor, however, the biggest factor of high turnover rate was attributed to the poor growth potential seen as well as the attractive incentive system offered by the competitors. Another critical aspect is customer management and the amount of time spent by the TM to plan his/her call, make the notes of the outcome and handle the doctors objections, queries or problems.