9
Distribution Strategy
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
• Understand distribution from the availability point of view
• Know the distribution practices of leading companies
• Recognize the trends in distribution and rural logistics
• Discuss the coverage decision and the role of geographic information systems (GIS)
• Explain the direct and indirect channels of rural distribution
After decades of hunting for fortunes abroad, India’s pharmaceutical companies now plan to strike gold in their own backyards. Large players such as Ranbaxy, Dr Reddy’s Laboratories and Piramal Healthcare are all headed to rural India to boost their revenues. The two triggers for this newfound rural thrust are the ...
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