Sterilab Company They Cannot Do It Alone

by: Patrick S. Zeta

Publication Date: August 23, 2016
Length: 14 pages
Product ID#: 1-005-000

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management, Sustainability

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Teaching Note

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Sterilab Company is a local importer and distributor of laboratory consumables. While its sales force of six is putting up stellar sales numbers month after month, the company’s Chief Operating Officer Orlie Pajarillo knows this small team cannot continue to do it on their own. Pajarillo needs to find new strategies that will help the company compete. Students are asked to begin with the segmentation, targeting, and positioning approach; obtain solid consumer insight; develop a unique selling proposition; and prepare a strong communications/promotions plan.

Teaching Objectives

After reading and discussing the material, students should:

  • Identify the current promotion strategy of the company.
  • Assess the effectiveness of the current promotion strategy in terms of sales revenue.
  • Identify the challenge faced by the protagonist.
  • Recommend improvements for the company’s promotion strategy in line with the increasing competition in the industry.