TY  - SER
AU  - Acharya,Nabajyoti
AU  - Shankar,Ravi
AU  - Sununta Siengthai,
AU  - Winai Wongsurawat,
ED  - AIT Fellowship,
TI  - The dilemma of choosing a distribution route: a case study of Wyeth Limited-India
T2  - Project
PY  - 2008///
CY  - Pathum Thani, Thailand
PB  - Asian Institute of Technology
KW  - Wyeth Limited, India
KW  - Drugs
KW  - India
KW  - Makarting
N1  - A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration; Project (M.B.A.) - Asian Institute of Technology, 2008
N2  - The efforts of serving the target customers at their right place and right moments had been a  traditional practice of each successful business. Every customer wants to find their needs in  best possible price and quantity Iquality within their convenient locality. This has become the  basic framework of modem retail industry.  This study had been done to understand how a global player face challenges in an emerging  market in many distribution as well as promotional issues. The global strategies of the  company may not be equally effective in such markets. A case study had been picked up to  find out favorable solutions of the dilemma of global player while launching a range of  nutritional products with some legal constrains. It become a critical situation when the  company enters an emerging market with new product lines but they can't promote it  commercially due to legal constrains in the promotion of the particular category of the  product.  Wyeth Limited is globally well-known as a drug maker, but they have also a business of  nutritional products. They faced a dilemma in choosing the right distribution route to cater  the Indian market. This study had been conducted to analyze Wyeth's strategic situation  considering the proposal to launch their nutritional ranges of products. A structured interview  had been conducted to collect few primary data directly from the market.
ER  -