Phamasim Case

Introduction

PhamaSim is a computer based simulator tool that simulates a virtual business training environment. It is very popular among business concept learners and students, where users are bound to make critical and complex decisions as well as providing them opportunities to explore new concepts, and initiate new innovations. Users will obtain both managerial and problem solving skills by resolving the over-the-counter (OTC) medication situation that Allstar (a leading company in pharmaceutical industry) is facing. With PhamaSim’s capability of offering realistic settings, users will receive much better experiences when compared to classrooms.

Allstar Company is well-known for being a giant in medicine industry. Their medical products can be seen in both domestic and international markets. As a market leader, Allstar’s decisions are responsible for raising effective mix-area markets and keeping the company rising by maximizing long-term profit and market share with various strategies.

The PhamaSim game consists of 10 periods. Each period requires users’ analytic and decision making skills to get the business running through different market conditions and environmental factors. Users will need to either initiate new brands or re-worked the existing products, or even doing both. As time goes by, users together with their brands will have more control over the mix-area market, allowing them to make critical market changes with their own decisions. Other than making decisions, users will encounter difficulties like marketing concerns (advertisement), sales and promotions, altering distribution channels, and allocating budget.

Through the game’s 10 periods, this document will elaborate all procedures and action taken in all of the periods including plans, strategies, problems, and results. However, all 10 periods are connected in sequence, therefore every plan and decisions must be taken into account for the following year results projection.

Objective

The objective is to manage AllStar to become a leader in pharmaceutical industry by using the marketing concept in order to maximize net income, stock price and market share. Moreover, we focus on analyzing the problem to gain better understanding of the market and to compete with the competitors. We decide to create a multi-product company moving from a broad target to specific niches while maintaining high margins to maximize the long-term wealth of AllStar.

Company’s Vision

To become a market leader in pharmaceutical market by increasing profits, sales and market share, while maintaining the highest level of customer satisfaction through product effectiveness, quality and affordability.

Company’s Mission

 To maintain long-term