Reshaping an international pharmaceutical company to be prepared for the future.

Reshaping an international pharmaceutical company to be prepared for the future.


An big international pharmaceutical company faced a number of major challenges:

  • aggressive competition
  • steadily declining share
  • unsatisfactory results

Their ambition was to become number 1 in the market, which requires professionalization in performance, resilience and agility.

The company simulation Coffee & Co is developed for embedding this change in their organization. 

Practice new strategy

The bespoke developed company simulation Coffee & Co allow employees to practice the new strategy in a safe learning environment. It captures the dynamics of the real organization.

Participants learn to proactively explore the market and pre-influence client needs and preferences. They are required to share information between departments in order to know what clients want and to know how to best fulfill their needs by optimizing and using their full portfolio. 

While under time pressure, participants have to recognize which clients are most lucrative, how to target those clients and how to keep them satisfied. All of this in a highly competitive market that forces you to proactively seek out the optimal solution for each client at the right price.

Key learnings

The simulation game helped participants to understand their own role in the organization and the dilemmas of their colleagues in different roles; the importance of supporting their clients; finding the right solution for the right clients as well as the importance of clear communication and close cooperation within and between departments.

More information

Contact: Thijs Bosselaar
More information

Accell - organizational change
Mammoet - strategy implementation
Panalpina - embedding way of working

Since 1997 we have worked on projects for businesses from across a broad range of sectors, and have demonstrated the additional value we bring. Some of the clients we have worked for: Accell, Panalpina, Mammoet, PwC, Aegon, Holland Casino, Heerema, Boskalis, Dockwise, Damen, KPMG, GSK, ING, PON, ProRail, TNO, Binnenlandse Zaken, KPN, Arval, CEVA, ABNAMRO, Nationale Nederlanden.