This Case is about ENTREPRENEURSHIP, MARKETING, PRICING
PUBLICATION DATE: July 21, 2015 PRODUCT #: IMB523-PDF-ENGTarnea Technology Solutions case solution
The case on Tarnea Technology Solution is about a startup that was focused on providing supply chain solutions to the Indian pharmaceutical retail sector using a business model that linked providers with retailers through a cloud-based interface, enabling real time information access. In constructing an equivalent of a stock exchange in the pharmaceutical retail value chain (the last mile of the supply chain), Tarnea had developed the merchandise and finished the pilot project. The case is set at a time when Tarnea needed to determine on (a) pricing for the two sides of the stage (retailers and vendors), (b) import of information from legacy products onto the Tarnea platform, (c) problems of direction of growth (whether to grow geographically first, or to diversify into other products), and (d) in their race to get customers, whether to outsource program development or not. The case discussion would help pupils to comprehend why and how stages must race to get customers as an insurance against envelopment.