Satya Pharmaceuticals’ Foray Into Global Markets

Ratna Achuta Paluri, Girish Ranjan Mishra

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Case Studies
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This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.

Subjek

MARKETING MANAGEMENT
 

Katalog

Satya Pharmaceuticals’ Foray Into Global Markets
ISSN: 2045-0621
20p.: pdf file.; 828 KB
English

Sirkulasi

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Pengarang

Ratna Achuta Paluri, Girish Ranjan Mishra
Perorangan
 
 

Penerbit

Emerald
New York
2024

Koleksi

Kompetensi

 

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