Sheikhs on a roller coaster: the case of Matcon Pharmaceutical

What is it about?

Matcon Pharmaceutical, a family-owned and profitable pharmaceutical company, faced a seismic shift when two significant events shook its foundations. Firstly, the director of marketing received a tempting offer from a new market entrant, prompting him to resign abruptly. What added to the blow was his decision to take the entire sales team and the drugs' manufacturing team, along with office staff from various departments, to the new company. This mass exodus led to a drastic decline in sales, pushing them to near rock-bottom levels. Shortly after this upheaval, the export manager also resigned from Matcon Pharmaceutical, not only joining another company but also redirecting the export business and clients to this new employer. The protagonist Noman Sheikh found himself grappling with the strategic issues and solutions to the sudden crises like rehiring old team members by holding their clearance accounts and negotiating them new packages and terms and conditions or hiring a new team and devising a new marketing strategy. He was compelled to think of developing a franchise network rather than having the company’s own sales force, or selling the company at a good price, but the harsh economic conditions made the exit strategy a nightmare. He had to urgently decide among the available strategic solutions. The case sheds light on the complex dynamics at play in a pharmaceutical company facing the aftermath of a significant talent drain and the subsequent need for strategic adjustments in employer branding and marketing.

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