Case Article—Assigning Regions to Sales Representatives at Pfizer Turkey

Many pharmaceutical products are marketed to medical doctors by sales representatives (SRs). Each SR has a working area (sales territory) covering all the doctors s/he needs to visit regularly. Designing the sales territories is an important problem in the pharmaceutical sector and it requires consideration of several conflicting criteria. This case study is based on a real-life sales territory construction problem of Pfizer Turkey, one of the leading pharmaceutical companies in Turkey. The case aims to improve the students' skills of formulating and solving integer programs, exploring the solution space and the tradeoffs between different criteria, and generating a set of promising solutions to be presented to the decision maker (DM) for final choice.

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