Case summary
Learning outcomes
Understand the dynamics of the diabetes supplement market and carry out an industry analysis using Porter’s five force analysis. Understand the challenges faced by a small entrepreneur in setting up distribution channels and examine the channel powers that come into play in the given context. Discuss the merits and demerits of traditional vs online channels. Understand the factors that are important to succeed in a highly competitive diabetes supplement industry (this would include aspects such as value sought by end customer, business-to-business [B2B] buyers, expertise required to handle B2B customers and also the price and salesforce reward approaches). Enumerate the merits and demerits of individual product branding vs an umbrella brand for a company selling over-the-counter (OTC) drugs online. Understand the various considerations for export marketing for OTC drugs.