Rx Pharmacy: Physical versus Online Options Case Solution

Case Solution & Analysis for Rx Pharmacy: Physical versus Online Options by Sandeep Puri, Siddhant Puri.

Complete Case details are given below :

Case Name :      Rx Pharmacy: Physical versus Online Options
Authors :           Sandeep Puri, Siddhant Puri
Source :              Ivey Publishing
Case ID :           9B16M115 / W16390
Discipline :        General Management
Case Length :    10 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In May 2015, Alankit Life Care Limited was concerned about the future of Rx Pharmacy, its online pharmacy retail venture. The company had both a physical and an online platform for Rx Pharmacy, but the physical stores were not doing well due to aggressive marketing strategies adopted by competitors. Government regulations also presented a threat to the future of the online pharmacy. Rx Pharmacy was targeting a customer base of 50,000 customers and 2,000 associated retail pharmacies by 2016. It also hoped to achieve a pan-India presence, like the other companies within Alankit Group. However, the company was unsure about how to achieve its goals. Would Rx Pharmacy need both a physical and a digital retail platform, or was it best to pursue only the online path? What strategies could help to strengthen the online business?
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