Case study

Review
20 Mar 2019
1
Area situation
• A- current situation
• Achievement total area at the end of 2018 60%
• Even bad performance there is a decline compared with
the end of 2017 70%
• B-🎯 situation is achievement 100%
• C_ Gap 40%
The gap analysis is as the turn over and vacancy at some area
during 2018
Unstable sales of some products as anti fungal
No growth in some products as antidandruff

2
SWOT analysis
Strength Weakness
Good package Turn over
healthy work environment Unstable some products sales
Man power
New products
Effective products

Opportunity Threats
Growth rate of the market Tough competition
Variety of prescription habits of New cosmoceutical company of
dermatologist some dermatologists

3
Plan and forecast
• Forecast Q1 2019 80%
• Plan
• A_strategic plan
• Increase call rate and coverage
• Follow up
• Increase number of customers and derma centers
• Add Dermatologists in remote area
• Visit otc pharmacy and chain pharmacy
• B-operational plan
• Group meeting and seminar
• Distributors meeting to help us for availability and cover-
age pharmacies in remote area

4
Plan
• Short term
• Update all med reps lists and add new customers and
derma centers
• Near follow up to highly prescribe our products to main-
tain our sales and base
• Make antifungal first call to increase it's sales again
• collect data about anti fungal products and analyse big
decline of our sales
• Try to vailable our products in derma center
• revise our medical knowledge and improve our skills
• Sellect 5 doctors in each area to focus on them to help us
to change the situation of antidandruff

5
Plan
• Long term
• Gain our customers credibility with near follow up to
maintain our sales as emollient sales
• regular update medical knowledge and improve our skills
•

6
Team Call rate Cover- 2017 ach 2018% Forecast Q12019
age

Mohamed 7 80 80 70 100

Shrouk 9 90 20 25 50
Vacant

Mona 6 70 80 60 60

David 9 100 100 105 105

7
Coaching plan

• 1_Mohamed

• Have a good experience

• Other wise that there is decline and poor performance
• Mohammad need coaching as motivation and promising
him after his high effort and achievement and trying to
development himself as team leader he can got next step
in his career pathway

8
Shrouk

• she do her best ,has high call rate and coverage

• so she need more coashing and direction
• Need more coashing and double visits
• she need skills to reflect her effort on the sales toward her
target

9
Mona

• Mona try to achieve but there are decline on her call rate
and coverage so
• More single visits now and during her vacation
• compaign in her area with me and David

10
David

• Star of my team
• High performance , interset to learn and high achievement
• so I will give him more responsibility
• As delegation him to help Shrouk to do her best

11
New product launch
• A- 2months before launching

• Analysis of new product market

collecting data as (competitors , customer ,tools need and
service )
Make noise about our new product with all customers

12
During launch phase
• Availability in distributors
• availability in pharmacies
• Group meeting and seminar
• compaign
• Medical and product knowledge

13
Whom customer and why
• 1-Our customers
• They already prescribe our products and trust our prod-
ucts and company for rapid gain and sales

• 2- staff doctors and doctors have expressive and driver so-

cial style as they have ego and courage to prescribe new
products and they have more followers trust them and fol-
low their prescription

14
After 6months of launching
• Analysis of our input and out put
• Analysis sales
• Analysis and know the customers prescribe the product
• which area with high prescription of the new products
• rewarding the best achiever for new Product sales

15