Satya Pharmaceuticals’ foray into global markets
Publication date: 12 December 2023
Abstract
Learning outcomes
This case study will allow students to critically analyse and develop entry strategies into untapped foreign markets. The case study was designed to introduce students to identifying and analysing information related to target markets for expansions in international business.
The main objectives of this case are to evaluate and make the “Go Global” decision for the company; to take a position on entry timing for a company for entering an overseas market; to select a country for entry based on cultural, administrative, geographic and economic analysis and other relevant factors; and to evaluate a firm’s readiness for exports.
Case overview/synopsis
This case study on Satya Pharmaceuticals presents a typical dilemma faced by small and medium enterprises (SMEs) in emerging markets such as India while exploring the untapped overseas markets to expand their business. Satya Pharmaceuticals produced over-the-counter Ayurvedic medicines. With the onset of the COVID-19 pandemic, the consumer preference for Ayurvedic products had increased globally. Home country governments’ emphasis on exports and conducive consumer preferences created an opportune time for such SMEs to explore uncharted markets with a propensity for herbal medicines. Amidst strict regulations regarding safety, efficacy, labelling and packaging norms, along with a subjective understanding of the consumers’ sentiments regarding alternate medicines, SMEs had to select their target market carefully for their products to be successful overseas. This case study presents the basic information that entrepreneurs needed to explore the foreign markets. It revolved around checking firms’ preparedness to explore foreign markets, identifying target markets, timing the entry and entering those markets.
Complexity academic level
This case is appropriate for graduate-level courses in management that offer subjects such as international business.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS 5: International business.
Keywords
Acknowledgements
The authors express their gratitude towards the support extended by Satya Pharmaceuticals and in particular to Ms. Shreya Agarwal, Head of Business Development and Operations. They thank the anonymous reviewers for their valuable observations and suggestions.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names and financial and other recognisable information to protect confidentiality.
Citation
Paluri, R.A. and Mishra, G.R. (2023), "Satya Pharmaceuticals’ foray into global markets", , Vol. 13 No. 4. https://doi.org/10.1108/EEMCS-01-2021-0022
Publisher
:Emerald Publishing Limited
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