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Communication for Managers

Case Assignment No.

Case Analysis Report on

‘Keeping it clean during Covid-19: The Sanitizer Shortage’

Submitted by:

Name: Sarthak Pandya

Roll No: 201243

Section: FYB

Batch: MBA - FT (2020-2022)

Institute of Management, Nirma University

Date of Submission: 16th September 2020
Executive Summary
An Animal originating contagion from China, COVID-19, caused the demand for preventative goods
to skyrocket, followed by shortages across the United States as producers scrambled to raise
production, retailers rationed stocks. Fear and government inaction, as well as mistrust, dictated
demand, raising prices and incentivizing price gauging, causing the vestige's inefficient distribution
and leaving those most in need vulnerable. Possible solutions include executive orders from the
government heads, purchase quotas for customers and delegating state of emergency to state heads.
Executive orders allowed for all problems mentioned to be satisfied sustainably while leaving room for
unforeseen circumstances and devolving situations.

Word Count: 100

Situation Analysis
The case is centered around the consequences of the rapid spread of the Covid-19 virus across the
globe. First detected in Wuhan, China, it reached over 100 countries thereafter declared a Public
Health Emergency shortly followed by a declaration as a Pandemic by the WHO.

Notably commonly found in Animals, and speculated to have originated in an animal market in
Wuhan, through which it spread to humans, COVID made a person contagious 1-2 weeks before
becoming symptomatic. Particularly contagious and fatal to older patients, Causing struggles in contact
tracing through the period and exposing healthcare workers and others who came in close contact with
the patient and travelers.

Goods involved in the measures recommended by authorities soon faced abnormal demand levels,
which could not be satisfied immediately by the retail outlets and dispensaries alike. The government,
too, failed to control the sales, which led to an inefficient distribution of the essentials, and paranoia of
further shortages exacerbated the demand. Some outlets and producers had to take the onus of
rationing the sales and ensuring supplies to the vulnerable. While some looked for alternatives to
satiate the demand in the short term. However, profiteering third-parties resorted to price gauging
charging several times over the retail value on the stock they had managed to hoard.

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Problem Statement
An Animal originating contagion from China, declared a pandemic by the WTO, caused the demand
for preventative goods to skyrocket, followed by shortages across the United States as producers
scrambled to raise production, retailers rationed stocks. Fear dictated demand, raising prices and
incentivizing price gauging, causing the vestige's inefficient distribution and leaving those most in
need vulnerable, implying faith in government alleviation was lost.

Objectives
1. Restrict price gauging of medical supplies and preventative goods within 2 weeks.
2. Restore adequate supply to vulnerable groups before daily new cases rise to 10,000/day.
(Exhibit 1 & 2)
3. Establish sustainable supply chains to satisfy the demand in case of demand rocketing further
before daily new cases cross 50,000/day.

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Options & Evaluation
1. Appeal for Executive Orders:
a. Concerning Objectives 1 & 3 - An executive order banning hoarding/Price gauging &
removing import tariffs on those preventative goods. (Argiropoulos, 2020)
i. This shall designate the supply as critical, minimize exploitation, restore faith in
government action, and alleviate concerns over the goods' long-term availability.
ii. However, it is highly frowned upon to control market forces in a capitalist
economy, and it might shift the gauging to greyer-unregulated markets. It shall
also be a while before its impacts are seen. The order could also be voted against
later in congress.
b. Concerning Objective 2 - Have the FDA mandate producers to supply vulnerable groups
on a priority basis.
. This shall minimize risk to hotspots and reinforce the integrity of critical frontline workers,
improving the short term capability of containing the first wave, and minimizing spread to the
most vulnerable. However, there shall be a backlash from other consumers to be redirecting
supply in a time of crisis.

2. Provide readily available alternatives while limiting nationwide purchasing based on ID linkage
with quantity adjusted based on age, proximity to urban centers, and occupation.
. This would reduce short term demand and create a sustainable consumption of the essentials
through the period of the virus while also adjusting for factors that increase the likelihood of
contracting the virus and the need to consume. However, it would also hamper cautious citizens
and does nothing to reduce profiteering and black marketing.

3. Declare a state-level emergency to micromanage based on on-ground necessity.

This would create the best response and reaction time while benefitting the citizens and
fulfilling the stated objectives; however, it is short term and would cause fragmentation
in the government, thereby reducing the possible synergy between states and creating
dependency on local manufacturers while raising the level of fear among the general
public potentially exacerbating the situation.

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Decision & Justification
The first option would create the most nationwide impact and remains the most sustainable approach to
maximize the efficiency of distribution while satisfying all the objectives mentioned. It would also
create a win-win situation for all parties and maximize the public good and alleviate government
inaction concerns.

Action Plan
1. The President's cabinet conducts due diligence on the situation.
2. Policy Makers draft the executive orders for the President's and FDA Chief's signatures.
3. The President and Chief sign their respective orders, turning them into laws.
4. The laws are implemented, thereby enabling law enforcement and other agencies to execute
them.
5. Law enforcement would be able to collect information on hoarders and price gougers also
seizing their supply and immediately returning them into circulation.
6. The United States Customs and Border Petrol Agency would then be able to expedite the
import, processing and distribution of the essential goods to the relevant cities and hotspots to
increase availability over time.

Contingency Plan
In case the policy does not have the desired effect, amendments to the orders could be executed
depending on how the situation is developing or devolving. (Exhibit 3)

The second or the third option may be implemented temporarily till the market forces correct
themselves. This creates alternative paths that may be used depending on how the situation is
changing, and best allow for unforeseen circumstances and factors.

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Exhibits:
Exhibit 1: Date of First Report

Exhibit 2: Daily Case Rise on date of Exhibit 1.

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Exhibit 3: Re-evaluation of plan as step 1 in Contingency to respond to circumstances.

Word Count: 986 Words.

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 UNDERTAKING

To Whom It May Concern:

I, Sarthak Pandya hereby declare that this assignment is my original work and is not copied from anyone/
anywhere. If found similar to other sources, I shall take complete responsibility of the action, taken
thereof by, CFM Team.

Signature : _________________________________________________

Name : Sarthak Pandya

Roll No. : 201243

Section : B

Batch : MBA – FT (2020-2022)

Date : 16th September 2020

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