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Strategic Analysis of The World Pharmaceutical Industry
Strategic Analysis of The World Pharmaceutical Industry
INDUSTRY
Dragan Kesič ∗
The world pharmaceutical industry has been changing profoundly in the last
decade. Intensive globalization, increased competitiveness and the fight for global
market shares create new challenges for pharmaceutical companies. Fast
globalization definitively reinforces the consolidation of the world pharmaceutical
industry. Alliancing in forms of mergers and acquisitions prevail more and more
as a strategic orientation for the world pharmaceutical companies. By alliancing,
they tend to create strategic synergies in an endeavour to be successful,
competitive and capable to continue with further development circles. The
pharmaceutical industry in Eastern Europe has been, to a great majority, taken-
over by their multi-national peer companies, thus creating completely new
managerial challenges. One may forecast that intensive alliancing processes in the
world pharmaceutical industry are to continue to form even bigger
pharmaceutical concerns and speed up the oligopolization of the global
pharmaceutical industry. It can be concluded that strategic management with a
dedicated market focus is to play an even more important and especially the
highest top priority function in future globalization and consolidation processes of
the world pharmaceutical industry.
• increased globalization,
∗
Dr. Dragan Kesič, Assistant Professor, University of Primorska, Faculty of Management Koper,
Slovenia, Department of Marketing and International Business, Phone: +386 5 610 20 44, Fax:
+386 5 610 20 15, E-mail: dragan.kesic@fm-kp.si
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D. Kesič: Strategic analysis of the world pharmaceutical industry
The leading world pharmaceutical markets in terms of sales and also of per
capita consumption of medicines are the USA, Japan and Germany. The size of
the American pharmaceutical market comprised more than 40% of the whole
world pharmaceutical market in 2005. The leading world pharmaceutical
market has some specific factors which distinguish it from the other world
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D. Kesič: Strategic analysis of the world pharmaceutical industry
markets like: generally free pricing policy of medicines which is not a common
issue with other markets (they have usually regulated reference pricing systems,
especially in the EU); high consumption of medicines; intensive marketing
activities, sometimes called »turbo marketing«; and intensive competition.
The products themselves are the main generator of growth of the world
pharmaceutical industry. Pharmaceutical companies compete on products'
characteristics and tend to invest heavily into marketing activities in an
endeavour to gain physicians'/patients' loyalty and, moreover, to compete
directly with other pharmaceutical companies. According to this, it is no
surprise that the biggest world multinational pharmaceutical companies invest
more than 25% of their sales into marketing and sales activities in a goal to get
considerable global market shares.
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D. Kesič: Strategic analysis of the world pharmaceutical industry
market of the USA, which grew by 7.5% in the same year (World Review,
2005).
World
Position
Sales in
Company Country of origin market
billion $
share in %
1. Pfizer USA 44.3 7.4
2. Sanofi-Aventis France 33.6 5.6
3. GlaxoSmithKline United Kingdom 32.1 5.3
4. Novartis Switzerland 24.9 4.1
5. AstraZeneca United Kingdom 23.9 4.0
6. Johnson&Johnson USA 22.3 3.7
7. Merck&Co USA 22.1 3.7
8. Roche Switzerland 21.5 3.6
9. Wyeth USA 15.3 2.5
10. BMS USA 15.3 2.5
Source: own estimation, according to official companies’ data
The world pharmaceutical industry has undergone deep changes in the last
decade. Most notably, the strong process of consolidation and concentration has
been going on practically in all three defined sectors; numerous mergers and
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2. GLOBALIZATION TRENDS
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All this changes the structure of the world market, which has almost
become predominantly oligopolistic. However, alongside the market,
competition has changed as well. We may talk about the competitive
advantages of particular companies. The previous meaning of
internationalization has been replaced by a globalization domain and the
previous meaning of the world economy has been replaced by a global
economy. OECD defines globalization as the “spreading and deepening of
companies' performance with the target to produce and sell goods or services
on multiple markets” (OECD, 1993). A later definition of globalization from
OECD (1994) implies that it is “a developing pattern of international business
cooperation, which includes investments, trade and contractual ways of
cooperation, and targets the development of products, production, procurement
and marketing. Such kind of international performance enables the companies
to conquer new markets, use their technological and organizational advantages
and to lower the costs and risks”. Globalization is, thus, strongly related with
an increased mobility and competition. The main drivers of globalization are
definitive transnational or multinational companies.
that “successful companies of today and tomorrow are those ones who are
capable to satisfy local needs, increase global effectiveness and strive for
constant innovativeness and global learning at the same time”. We may say as
well that the most important size of competitiveness is entrepreneur
innovativeness, capability to create new products and technologies and to
understand and perform strategic management activities with a properly
dedicated market focus.
According to our study and findings, there have been more than 10,000
alliancing processes in the last decade in the world pharmaceutical industry
(Datamonitor, 2005). We have found that the consolidation and alliancing
processes have been carried out practically in all three segments of the world
pharmaceutical industry (inventive - original pharmaceutical companies, generic
producers and specialists). The alliancing process has practically created brand
new pharmaceutical players. Nevertheless, some previously well-known players
have disappeared from the global market scene. For example, the world leading
pharmaceutical company Pfizer has been created from five big international
players like Pfizer itself, Warner Lambert, Upjohn, Searle and Pharmacia,
respectively. The world leading generic player, Teva from Israel, has acquired
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D. Kesič: Strategic analysis of the world pharmaceutical industry
more than 10 generic companies, like Lemmon, Gry, Prosintex, Biogal, Human,
Biocraft, Pharmascience, Copley, Novofarm, Bayer Classics, Sicor and Ivax to
form today's Teva. Recently, the generic major Barr Pharmaceuticals of the
USA acquired the leading Croatian pharmaceutical company, Pliva.
We may point out that the world pharmaceutical industry has become more
and more oligopolistic. In that context, one may entirely refer to
Knickerbrocker's (1973) theory of oligopolistic reaction, saying that
“oligopolistic companies, as those minimizing taking risks in avoidance of
destroying effects of competition, follow each other to new markets to protect
their own interests. It is significant that the action of one player creates the
reaction of other competitors, an action creates a reaction and so the story of
the oligopolization is going on”. We may conclude that Knickerbrocker's theory
perfectly illustrates and explains the process of consolidation of the world
pharmaceutical industry.
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D. Kesič: Strategic analysis of the world pharmaceutical industry
• be closer to customers,
• increase an effectiveness,
• gain better access to technologies and knowledge (know-how),
• to protect from competitors (strategic reasons)”.
The pharmaceutical industry in Eastern Europe has been faced with the
intensive globalization process as well. In our research, we found out that the
majority of the pharmaceutical industry in the region has lost its strategic
sovereignty. The majority of the leading and most important Eastern European
pharmaceutical companies (Lek from Slovenia, Pliva from Croatia, Hemofarm
from Serbia, and a great majority of the Polish, Czech, Slovak, Romanian and
Bulgarian pharmaceutical companies) have been taken-over by international or
multinational pharmaceutical companies in the intensive globalization and the
driving merger & acquisition processes. These processes have definitively
changed the strategic perspective and position of the pharmaceutical industry in
Eastern Europe. Thus, it has lost its strategic stand-alone position and ability to
grow and compete in the international markets and benefit on the globalization
opportunities as well. A further operational rationalization and restructuring of
these taken-over companies are realistically expected with some strategic and
managerial implications to be implemented subsequently, including some
unfavourable ones (reducing the number of business functions and number of
employees, rationalization and restructuring) which will further change the
outlook and strategic perspective of the pharmaceutical industry in Eastern
Europe.
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continuing in all three sectors of the world pharmaceutical industry. The fast
globalization process definitively influences and reinforces the consolidation of
the world pharmaceutical industry. Increased competitiveness and the amended
structure of competitors impact the strategic orientation of the world
pharmaceutical companies. Alliancing, in forms of mergers and acquisitions,
prevail more and more as a strategic orientation for the world pharmaceutical
companies.
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company able to find the tomorrow day first if it waits and monitors today's
customers’ needs. Companies which create a future are those ones which
constantly search for ways to use their competitive advantages in the new
manner, in the new context and goal, to satisfy future needs of the customers. If
a company is not able to create future markets and ways to satisfy future needs
of customers, it will find itself on the magically spilled treadmill, hopelessly
trying to catch future competitors with falling profits of past performances”.
6. RERERENCES
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Sažetak
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