Page 363 - The Case Lab Book

Projections

Sales projections indicated that by year

three all sunk costs will have been

recovered. Thereafter profit momentum

would be maintained as Proxydychromil

is introduced into new markets

especially the US and Canada. This will

be followed by introductions into other

developed markets.

If Phissons withdraws the

drug before the launch the

impact will be catastrophic.

The fear is that the share

price will collapse as

investors seek to minimise

their risk exposure.

The alternative is to launch the drug and bear the fallout from the inevitable deaths.