Page 20 - CIMA SCS Workbook November 2018 - Day 2 Tasks

CIMA NOVEMBER 2018 – STRATEGIC CASE STUDY

TASK

Prepare some briefing notes for Randal Edwards as requested. (Time allowed: 60 minutes)

(Refer to the Reference Material below)

Reference Material - Email to Randal Edwards from Marcia Conelli

Email

To: Randal Edwards
From: Marcia Conelli
Subject: 7th biggest pharmaceutical company

Hi Randy

Thanks for sending me that analysis of the biggest pharmaceutical companies’ revenues (chart on
page 3 of the pre-seen material).

You sent me a similar analysis last year just after I joined the Board, and I was pleased to see that
Novak was the sixth biggest pharmaceutical company globally. However, PosterRend has
overtaken us over the last year and we’re now only the seventh biggest.

Although this is not a huge change, I’m concerned that it might be the start of a more worrying
trend. At the next Board meeting, can we discuss growth options for Novak? I’m sure the other
(less financially minded!) directors would appreciate some of your expert analysis!

Many thanks

36 KAPLAN PUBLISHING