In May 2022, Cairo Economic Court put an end to the expansion of famous pharmacy chain 19011,
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In May 2022, Cairo Economic Court put an end to the expansion of famous pharmacy chain 19011, declaring its bankruptcy.
- The Chain has controversially dominated the pharmaceutical market in Egypt briefly before crashing.
- The 19011 chain of pharmacies which is owned and operated by Alfa Pharmacy Company was founded in October 2017 by a group of seven low-profile young pharmacists.
- The company started with ten branches only.
- By 2019, the chain acquired 100 registered and operating existing pharmacies.
- At its peak, Alfa had 300 branches nationwide (27 governorates) with 250,000 pharmacists, administrators, and workers.
- At the time, due to its massive expansion, the chain stirred controversy among marketers, strategists and management consultants for the reasons of: speed and rate of expansion, as well as its unknown source of funding.
- Fast forward to 8 June 2022, a Cairo Economic Court declared Alfa bankrupt as of 29 May 2022 due to its inability to pay huge debts to banks and drug companies.
- Please give all possible reasons for the collapse of the 19011 chain of pharmacies / Alpha Company, using the Ten Marketing Pillars: Segmentation, Targeting, Research for Consumer Attributes, Differentiation, Positioning, Value Proposition, Product attributes, Pricing, Promotion & Advertising, and Distribution / place.
- what could have gone wrong in terms of decision taking that managers did?
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