Title
Traphaco: Choices for the Future
Publication Type
Case
Year Completed
1-2014
Abstract
The case study describes the traditional medicine market in Vietnam with a particular focus on Traphaco, the largest traditional medicine manufacturer in the country. The company is currently performing well, but its General Director is concerned about adjusting to and taking advantage of the changes in the market place. The company’s strategy and operations in key segments of the market place are described.
Key themes in the case study: (1) Traphaco is present in several segments of the pharmaceutical market in Vietnam. The company is potentially stuck in the middle between low cost and differentiation strategies. (2) Product development and marketing are currently important drivers of success. These two capabilities need to be strengthened. (3) The strategy for traditional medicine will probably require tweaking (e.g. relationship with pharmacies, pricing).
Keyword(s)
Strategic Management, Five Forces Analysis, Business Unit Strategies, Strategy Assesment, Business Analysis
Discipline
Asian Studies | Marketing | Strategic Management Policy
Research Areas
Strategy and Organisation
Data Source
Field Research
Industry
Pharmaceuticals
Geographic Coverage
Vietnam
Temporal Coverage
2013
Education Level
Postgraduate; Undergraduate
Publisher
Singapore Management University
Case ID
SMU-13-0037
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