ANLY482 AY2016-17 T2 Group10 Project Overview
Sponsor Background
Pharmaceutical Company L focuses on manufacturing products for illnesses such as asthma, cancer, infections, diabetes and mental health that come in the form of medicines, vaccines and other various consumer health products. The company has a strong interest in the Singaporean market, as can be seen from its investment position, with a staggering 1.5 billion invested in the Singaporean biomedical industry. Singapore is the Asia Pacific headquarters for GSK and the company has two global manufacturing supply sites and a vaccines manufacturing facility locally.
Project Background
Pharmaceutical Company L supplies its products to various clinics in Singapore. Periodically, salespersons are sent to clinics of interest with the aim of promoting new/existing drugs, eventually leading to a purchase. Sales teams are split into their various drug therapy groups, i.e “cancer” and each drug therapy group has only exactly one sales team in charge of it. In each drug therapy group, there will be a couple of different brands and salespersons are only allowed to sell the brands under their respective therapy groups. For each brand, there is also differing prescription dosage and methods. Salespersons have a fixed number of calls to make every quarter for each drug, e.g Person A has to make 5 calls for drug A in Q1 but 6 calls in another drug in Q1. Salespersons also have a sales target to meet for the drugs they sell.
Project Objectives
Pharmaceutical Company L wishes to understand, if present, any relationship between sales interactions and actual sales outputs. There are two main project objectives:
- Analyze and visualize consumer purchase habits
- Analyze, evaluate and visualize data regarding interactions between salespersons and consumers
Through these, some of the business applications that could potentially be improved are:
- Frequency of visits and number of calls salespersons should make to maximise manpower utility
- Strategic targeting of consumers during “restock” periods for higher rates of sales
- Pushing and prioritizing of certain brands for certain customers
Stakeholders
The primary stakeholders of this project are:
- Sponsor: Ms Elaine Tan, Pharmaceutical Company L
- Project Supervisor: Prof Kam Tin Seong, Associate Professor of Information Systems (Practice)
