The area of distribution in Marketing management .

 read carefully the case and define Strategic Issues and Problem of the case. This case analysis is about the area of distribution in Marketing management. So if you are an expert in marketing, pls define the Strategic Issues and Problem in right way. I I just need one paragraph (about 1 page) to summary the case, and define strategic issues and problem of the case. Thank you

 The American subsidiary of Wellcome PLC, Burroughs Wellcome is the manufacturer of Retrovir, a drug used to treat patients with AIDS (Autoimmune Deficiency Syndrome) and ARC (AIDS Related Complex).The company expects an increase in volume sales of 53% higher in fiscal year 1990 with a possible reduction of prescriptions for patients suffering with AIDS from the recommended dosages of 1200 milligrams to 500 milligrams per day.An investigation on the “inappropriate” pricing by drug companies has been launched by the Subcommittee of the U.S. House of Representatives on Health and the Environment issues and they are currently holding hearings.Due to pressures from the media and special interest groups, the company reduced the price of the drug by 20% in 1987 and 1989 respectively.Burroughs Wellcome needs to evaluate whether to give in to pressures by activists and the government to further decrease the current price of $120 per bottle of 100 capsules (100 mg per capsule) or continue selling the product at the current price.If the company reduces the price by 10% it would decrease the price to $108 per bottle and at 20% the price would drop to $96 per bottle.