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008 090601s2008 th uu m rtt 0| a1eng d
035 _a.b12057150
099 9 _aAIT Proj. no.SM-08-14
100 1 _aAcharya, Nabajyoti
245 1 4 _aThe dilemma of choosing a distribution route :
_ba case study of Wyeth Limited-India
260 _aPathum Thani, Thailand :
_bAsian Institute of Technology,
_c2008
300 _a37 leaves :
_bill.
490 1 _aProject ;
_vno. SM-08-14
500 _aA project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration
502 _aProject (M.B.A.) - Asian Institute of Technology, 2008
520 _aThe 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.
610 2 0 _aWyeth Limited, India
650 0 _aDrugs
_zIndia
_xMakarting
700 1 _aShankar, Ravi,
_eChairperson
700 0 _aSununta Siengthai,
_eExamination Committee
700 0 _aWinai Wongsurawat,
_eExamination Committee
710 2 _aAIT Fellowship,
_eScholarship Donor
810 2 _aAsian Institute of Technology.
_tProject ;
_vno. SM-08-14
907 _a.b12057150
_bmulti
_cm
902 _a260325
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