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Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Online from: 2011

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D crop protection Malaysia: competition from generic herbicides

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Title:D crop protection Malaysia: competition from generic herbicides
Author(s):Soon-Yau Foong (Professor at the Graduate School of Management, Universiti Putra Malaysia, Selangor, Malaysia), Beng-Seng Ho (Sales Executive at the Graduate School of Management, Universiti Putra Malaysia, Selangor, Malaysia)
Citation:Soon-Yau Foong, Beng-Seng Ho, "D crop protection Malaysia: competition from generic herbicides", Emerald Emerald Emerging Markets Case Studies, (2011)
Keywords:Competitive strategy, Customer relations, Generics, Patents, Product costs, Supply chain management
Article type:Case study
DOI:10.1108/20450621111131011 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Acknowledgements:The company's name and the names of the characters portrayed in the case, as well as the costing figures, have been suitably disguised to ensure anonymity of the parties involved and confidentiality of information discussed in this case. Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.

Title – D crop protection Malaysia: competition from generic herbicides.

Subject area – Strategic management (competitive strategy and supply chain management) and management accounting (product pricing and costing techniques).

Study level/applicability – Final year of business undergraduate programme and MBA programme.

Case overview – This case illustrates how emergence of generic products had threatened the survival of DCPM and forced its management to urgently review the company's existing approach to pricing of its main herbicide product. The case presents opportunities for readers to discuss the deficiencies of DCPM's existing product costing approach and recommend modifications to meet the price and gross profit margin targets specified. It also highlights issues relating to supply chain management and human resource practices that might have to be improved to enhance DCPM's long-term competitiveness.

Expected learning outcomes – To understand the effects of globalisation and emergence of generic products on intensity of market competition for branded products. To identify deficiencies of the current product costing system of DCPM for pricing decision. To apply alternative contemporary approach to product costing and pricing of Metrix and the other value-added services. To identify measures to enhance supply chain management and inventory management in DCPM. To assess DCPM's human resources practices. To evaluate the effectiveness of DCPM's existing competitive strategy and formulate new competitive strategy to sustain DCPM's long-term competitiveness.

Supplementary materials – Teaching notes.

Icon: Teaching notes.

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