Consider the Metabical case (2010) and Covid 19 (current)
Read carefully the case “Metabical: Price, packaging and forecast of demand for a new drug to lower of weight”. (Annex)
Suppose that the study about the implications of the three Demand estimation methods and the three pricing proposals on the profitability of the company are known (and their assumptions) are known and can be found in the attached excel file called “Group # 1”.
Consider that having all this information available on the desk (in the case of the Executive Commercial Director) the current Pandemic arises as we know it today. The general question that must be addressed is, How do the profitability perspectives change from the analysis that was thought to be the definitive one? What are the recommendations? It asks:
1) A recommendation (prior to Covid 19) on the price and presentation of the product considering the information provided in the attached excel file.
2) A new recommendation taking into account the data, figures and forecasts about Covid 19 and its implications (annex some basic references that should be considered) make a re-evaluation of its recommendations. Consider and recommend actions adapted to the new reality (market, prices, alternative distribution systems) and evaluate their possible implications on the profitability of the “New Product”.
Present as an annex and refer to a re-adaptation of the supplied excel file. Recommended (but not exclusive) references: https://www.mckinsey.com/business-functions/marketing- and-sales / our-insights / a-global-view-of-how-consumer- behavior-is-changing-amid-covid-19 https://www.imf.org/en/Publications/WEO/Issues/2020/0iqu4/ 14 / weo-april-2020 https://sarasotainstitute.global/the-consumer-in-the-age- of-coronavirus /