Value Drugs has set two goals for the company.  It’s short-term goal for the first year is to capture a 5% local market share of both stomach-relief and cough syrup products.  From that point the company will seek to achieve a 10% local market share which, when realized, will trigger an expansion and new direction toward penetrating the national market.  it’s long-term goal, as such, is a 1% share of the nationwide market for stomach-relief medication and cough syrup as the company grows and it’s focus evolves from local to national over the course of a five year plan.  It hopes to use this five-year performance as a platform to eventually expand into other pharmaceutical products.

It also plans to establish itself in the local market and meet it’s short-term goals through intense marketing, advertising and promotional efforts in the local market.  The aim of this effort will be to establish, then gradually increase, the company’s presence among local chain stores and franchises.  The efforts will target the purchasing decision-makers of local supermarket chains, drugstore chains, and discount store chains.

In the long-term, it intends to reach it’s goal of a 1% national market share by broadening it’s scope and expanding outward from a strong local base. It is believed that the publicity achieved in the local Massive City market will spread well in advance of distribution efforts, thus, spurring the planned growth.  Nonetheless this eventual expansion will be supplemented through focused advertising and promotion efforts aimed directly at the end-users of it’s products.  At the same time, the company’s manufacturers’ representatives will be directed to shift their focus to the national market by establishing contracts with the larger regional or national chain stores.