AISHA USMANI ( )

SHEIKH HASSNAIN HAIDER ( )

UROOJ MUSTAFA (1548124)

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LETTER OF ACKNOWLEDGEMENT:

Dear Readers,

First, I want to thank Almighty Allah to give me strength and knowledge to make this Report I
would like to add, that through the Business Management course we have been able to acquire
ample of knowledge and experiences that we normally wouldn’t have been able to.

My special thanks to our course instructor, Ms. Misbha Bashir, who guided and supported us at
every step and solved our queries.

Sincerely,

Aisha Usmani,

Sheikh Hassnain Haider

Urooj Mustafa.

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 Table of Contents

Executive Summary.........................................................................................................................4
Objectives.....................................................................................................................................4
Vision and Mission....................................................................................................................4
Management Chart...............................................................................................................5
Functions of the management:.........................................................................................5
SWOT Analysis...............................................................................................................8
Strengths..................................................................................................................................8
Weaknesses..............................................................................................................................8
Opportunities...........................................................................................................................8
Threats......................................................................................................................................8
Legal documents and their fees................................................................................9
Hiring Plan..............................................................................................................9
Marketing Plan.................................................................................................10
Competitor Analysis...................................................................................................................12
Unique Selling Point...................................................................................................................12
Target Audience and Customer..............................................................................................12
Financial plan and budget...................................................................................................14
Survey..............................................................................................................................16

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Executive Summary

We Care Pharmacy's main goal is to provide prescription medications for our customers at the
lowest prices on the market. We will be able to sell prescriptions at reduced prices by carefully
maintaining efficiencies in our operations and by targeting a specific segment of the market -
those customers who pay for their prescription medications themselves. We Care Pharmacy will
operate from one store that will serve both mail order customers and those who visit in person.
We will advance by employing friendly and knowledgeable personnel, which, along with our
great prices, will drive the repeat business that we will rely upon. We only expect that as the
price of medication continues to increase; The We Care Pharmacy will appeal more and more
to the customer's sense of value and convenience.

Objectives
 Exceed customer expectations with superior pricing
 Increase the number of customers by more than 30% per year
 Develop a business that provides best services and products.

Vision and Mission

 Satisfy our customers so they will return again and again
 Maintain low overhead and operating costs
 Provide better prices than all our competitors

The We Care Pharmacy's mission is to provide our customers with the best prices for their
prescription medications. Our convenience and services will exceed the expectations of our
customers.

What is the service giving back to society?

The We Care Pharmacy's main goal is to provide prescription medications for our customers at
the lowest prices on the market. We will be able to sell prescriptions at reduced prices by
carefully maintaining efficiencies in our operations and by targeting a specific segment of the
market - those customers who pay for their prescription medications themselves.

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Management Chart

Administration

Production ,
Customer
Sales Finance HR Research & Pharmacist Marketing IT
Service
Development

Advertising &
Inside & Outside Recievables Quality Control
Content

Payables &
Audits

Cashier

Functions of the management:

1. Sales:

 Submits orders by referring to price lists and product literature.

 Keeps management informed by submitting activity and results reports, such as daily
call reports, weekly work plans, and monthly and annual territory analyses.
 Monitors competition by gathering current marketplace information on pricing,
products, new products, delivery schedules, merchandising techniques, etc.
 Recommends changes in products, service, and policy by evaluating results and
competitive developments.
 Provides historical records by maintaining records on area and customer sales.

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2. Finance:
 Process payment either by cheque or credit card facility and provide relevant receipt.
 Bank all income promptly and ensure documentation is complete.
 Record all income and expenditure in the financial accounting software installed on the
office computer and undertake reconciliation to bank statements.
 Reconcile all financial records, bank and credit card statements, to the database,
mooring records.
 Ensure all invoices are processed for payment promptly.
3. HR:
 recruitment and hiring process

 Inform applicants about job details such as benefits and conditions

 Process paperwork

4. Production, Research & Development

 Drive product development from concept to final launch, including technical and
process details.
 Collaborate with quality control to ensure the appropriate product is produced.
 Motivate, develop, and train staff to reach desired production and quality goals.
 Track, analyze, and control costs, schedule, quality, and customer satisfaction.

5. Customer service
 Primary point of contact and liaison for members and providers contacting the plan
regarding general inquiries, concerns or requests for information.
 Intake, handle and coordinate member appeals and billing issues.
 Appropriately handle member and provider requests through alternative channels such
as e-mail, voicemail, fax, walk-in, etc.

6. Pharmacist:

 Fill prescriptions, verifying instructions from physicians on the proper amounts of

medication to give to patients

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 Check whether the prescription will interact negatively with other drugs that a patient
is taking or any medical conditions the patient has
 Instruct patients on how and when to take a prescribed medicine and inform them
about potential side effects they may experience from taking the medicine
 Advise patients about general health topics, such as diet, exercise, and managing
stress, and on other issues, such as what equipment or supplies would be best to treat
a health problem
 Teach other healthcare practitioners about proper medication therapies for patients

7. Marketing
 Promote We Care Pharmacy on various social media platforms and in newspaper e.g.
Dawn, Jang.
8. IT
 Complete and maintain We Care Pharmacy’s website

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 SWOT Analysis

Strengths

 Ability to deliver a quality retail pharmaceutical product

 Excellent staff who are highly trained and very customer attentive.

 Great prices.

 Rapid prescription service time

 Availability of delivery service

Weaknesses

 Limited awareness/ recognition of the We Care Pharmacy brand.

 Lack of true experience running a mail order outfit.

 Government intervention/regulation into medicine is possible.

Opportunities

 Outside pressure on consumers to purchase meds mail order.

 The constant growth of the number of people taking medication.

 Expected increase in demand for healthcare services, particularly pharmaceuticals.

Threats

 Increase in market competition.

 Unpredictability of consumer purchasing behavior.

 Additional governmental regulation and tax policies.

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 Pricing pressures presented by both international and online pharmacies.

Legal documents and their fees

The idea of a “We Care Pharmacy” require legal documents ‘Form 8 license’ to be approved or
filled in by Area Drug Inspector before it’s incorporated. Area Drug Inspector will issue license
after inspection report. The fees for the legal document are 5000 rupees.

What we will be requiring is the legal property papers of the venue but since we are acquiring a
place on rental basis, we will not be requiring any specific legal documents.

Hiring Plan
The We Care Pharmacy will employ the following people:

 Sales agents/phone representatives: two at first month.

 Pharmaceutical technicians: One at first month, Second at third month
 Pharmacists: One at first month
 Counter person/Cashier: One at first month, second after few weeks.
 One cleaner: At first month
 IT graduate: one at first month, second at second month
 Security guard: at first month.

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 Marketing Plan
The marketing strategy will be based on targeted advertisements, attracting the customer's sense of
value. The marketing campaign's goal will to be increase awareness of The Discount Pharmacy with
their target market.

4 P of Marketing:

Product

The We Care Pharmacy offers a wide range of prescription drugs to patients. Both generics and
name brands are offered.

In order for a customer to purchase medications mail order, they must first contact The We Care
Pharmacy over the phone. The customer then needs to mail in the prescription, fax it, or email it.
Once it is received and payment arrangements are complete, the medicines will be sent out to the
customer. Local customers may stop by the store front to pick up the medications.

The We Care Pharmacy will only service customers who self pay. The self pay customers will be
attracted to We Care Pharmacy because of its superior prices. Discount on drugs is very welcome on
today's increasingly tight monthly budgets.

The We Care Pharmacy will be able to survive on lower margins due to operating efficiencies gained
through national mail order operations. If a customer has a question regarding a drug, the
pharmaceutical technician will attempt to answer it. As a last resort the pharmacist will provide the
answer. Generally, the technician or the accompanying printed literature will answer the question.

This model of saving costs by not providing unlimited access to the pharmacist will be successful
because the majority of customers will be customers who have been taking drug for awhile, as
opposed to a new prescription, and will not require their hand to be held during the transaction.
They are interested in the pharmacy as an inexpensive source for their medication.

With each order a printout will accompany the medications providing directions on how to take the
medications, other drugs that should be avoided concurrently, and other useful information.

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Price

The We Care Pharmacy's provides superior pricing. The We Care Pharmacy will maintain the
position as the low cost provider by painstakingly ensuring that costs are kept low through operating
efficiencies.

We will be able to do that by eliminating some of the services traditionally offered by pharmacies.

For example, we will employ only one pharmacist and use pharmaceutical technicians to fill the
void. As long as a pharmacist is on site during the hours of operation, we can use the pharmaceutical
techs for all other capacities where other pharmacies use pharmacists. Other efficiencies are
created by having only a small store front and conducting most of our business through mail order.

Finally, The We Care Pharmacy is not designed to hold the patient's hand during their purchase. We
expect that the vast majority of our customers will already be informed of how to take the
medication, and any side effects or drug interactions that should be avoided. We will simply provide
each patient with a print out of all the relevant information for consumption of the medication.

Promotion

The promotion will be based on targeted advertisements, attracting the customer's sense of value.
The marketing campaign's goal will to be increase awareness of The Discount Pharmacy with their
target market. For promotion the sales agents will generate long-term relationships with customers.
To facilitate that, we will provide medications at superior prices, have medicines in stock for both
quick shipment and store front pick up, and provide superior customer service. All sales agents will
be trained to provide friendly, knowledgeable customer service. By keeping to these simple, yet
effective, business practices, we expect that our customers will make The We Care Pharmacy their
exclusive source for medications. The website ads will also be used for the promotion; website will
contain wide information as well as a mechanism for email communication.

Email will be sent to reach our audience. It can be targeted more precisely than most other methods
and so are effective at reaching specific audiences. A newsletter will also be used to publicize and
We Care Pharmacy will be advertising in Dawn classifieds on every first Sunday of the month.
Moreover, it will also have a facebook page; initially we will be starting with Facebook and web page
only.

Place

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The We Care Pharmacy will be located in Karachi, it will initially have one outlet in DHA. After couple
of years when the business starts to run steadfast; more branches of the pharmacy will be opened
nationwide.

Competitor Analysis
Competition takes many different forms in the pharmacy industry.

 Chain pharmacies. These are many pharmacy chains in Karachi such as Dvago.  The
advantages to this pharmacy are online services, and the presence of a pharmacist to
answer the queries of customers.

 Local pharmacies.  These are the pharmacies where a person typically knows the
pharmacist. There are multiple local pharmacies present in a region. This option is high
in personalized service and convenience, and high in price.

 Mail order and Internet pharmacies. These are similar to The We Care Pharmacy. Ex,
https://sehat.com.pk/

Tagline

“Best Medicines, Best Rates!”

Unique Selling Point

The We Care Pharmacy unique selling point is superior pricing. It provides prescription medications
for our customers at the lowest market price and better prices than all our competitors by mail
order/ online/ call or at the store front. It offers a wide range of prescription drugs to patients. Both
generics and name brands are offered. Customers can order medicines online through our website
where they can create an account and save their details regarding allergies to several medicines so
the database will be easier to search.

Target Audience and Customer

The We Care Pharmacy will seek to attract two different groups of customers and will thus have
two strategies to attract them.

We expect that by far our largest group of customers will be those who order through the
Website/ Mail/ Internet. These customers will be targeted through an advertising campaign in

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magazines and newsletters "Dawn or Jang" that have an older (>55) audience who regularly
need medication and are aware in advance of their needs.

Walk-in customers will be targeted through advertisements in the local paper or through
Facebook. Ads will raise awareness for the “The We Care Pharmacy” and our low prices.

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Financial plan and budget
Start-up Rupees

Start-up Expenses 100000

Legal 5,000
Rent 25,000
Utilities 80,000
Telecom System 40000
Insurance 500000
Storefront Build-out 15,000
Expensed Equipment 40,000

Website development 50,000

Total Start-up Expenses 24,0000

Start-up Assets

Cash Required 150000

Start-up Inventory 10,0000

Total Requirements 1345000

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Plan
CEO 12,0000
Pharmacist 35,000
Pharmacist technician 20,500
Pharmacist technician 17,500
Sales agent 15,200
Sales agent 15,200
IT 30,000
Counter person/phone rep. 9,200
Counter person/phone rep. 9,200
Order fulfillment 14,400

Cleaner 15,000
Security guard 25,000
Total People 12

Total 326,200

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Survey
1. Have you ever made use of an online pharmacy?
Yes
No
2. If given the opportunity, how likely would you purchase drugs from an online pharmacy?
Extremely likely
Very likely
Somewhat likely
Not so likely
Not at all likely
3. How often do you make purchases online?
Daily
Weekly
Monthly
Rarely

4. Do you prefer to make purchases online or in-person?

Prefer online
Prefer in-person
No preference

5. What is your most preferred source of obtaining drugs?

Registered Pharmacy
Patent Medicine Store/Chemist
Open Drug Market/Central Market

6. How often do you have need to use the pharmacy services?

Weekly
Bi-weekly
Monthly
Occasionally
Other (please specify)

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7. If you choose to wait for your prescription, what is the "average" wait time in your view?
Less than 30 minutes
30 minutes to 1 hour
1 hour to 2 hours
Greater than 2 hours

8. What would be your preferred service to receive? Tick all that apply.
To wait for your prescription on the day of your appointment
To pick it up at a later agreed data / time with no wait
To have it delivered to your doorstep

9. What are the most common problems you encounter while sourcing for drugs?

10. What are the key features you would like to see displayed on an online pharmacy?

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