SUBMITTED BY GROUP 8

Dendrite • Kavita Patil

International • Kavya Gupta

• Narender
• Tanya Jain
• Tasya Katiyar

1
Similarities in Dendrite's
major markets
 Sales force was almost similar for US and Japan
 In US and Europe physicians prescribed but did
not dispense/ sell drug to patient
 In the US and Europe, ratio of staff support to
client staff reps is 1:200
Dissimilarities in Dendrite's
major markets

• Sales force was • Sales force was • The sales force

JAPAN
US

EUROPE
among the generally 100- was sufficient
largest, about 200 reps in size with fewer
500-3000 reps • Marketing doctors
• Were more emphasis on • Social selling is
concerned advertising , very important in
about customer direct mail, Japan
profile data such medical • Abundant
as prescribing meeting and samples were
pattern, medical conference accepted part
specifications • They are more of selling process
and patients price sensitive
volume
Analysis of alternatives

Basis Other markets Other functional Current

areas product
enhancement

Cost $10 Million $2-$5 Million $1 Million

Other Other competitors Scope to evolve Though US

factors already in the from sales market has
business planning to MIS matured,
tool Europe and
Japan can be
tapped
Recommendation 5

 Mr. Bailye should go with the “Alternative 2” to

expand into other functional areas
 As the first alternative will take time to achieve
break even stage, also in 1991 the company had
a loss of around $8 Million
 Third option is also not viable because of dynamic
industry as seen from Japanese political
environment
Thankyou!