Description
This is a presentation highlighting the international marketing.
GROUP NO : 7 Submitted by : Radhika Goel: 10020241020 Anuj Meena: 10020241064 Supriya Bansal: 10020241113
What is global industry?
? Firm’s global presence
?
? ?
Position is affected from one country to another
Global competitor Leader in it’s homer market
Market Factors
Cost Factors
Competitiv e Moves
Other environme ntal factors
? Participating in significant major markets
?
Offering a range of standarized products worldwide
?
Configuring value-added activities across countries
based on comparative advantage
? ?
Global marketing strategies Integrated competitive moves across countries
Technological Development
Manufacturing Development
Global Logistics
Competitive Response
Personnel and Government Relations
Global Environment 1.Competitive advantage 2.Proprietory technology 3.Superior manufacturing
The Industry 1.Stage of growth 2.Future prospects 3.Barriers to entry e.g Rayon industry
Firm itself 1.Value-added chain 2.Hostgovernment actions 3.Careful customer analysis and good suppliers
Good decision making
Adapt ability
Initial strategy
Goals
Domesti c market
Global market
Government restrictions
Competitive pressures
Regulations and difference in customer needs
? ? ? ? ? ?
Markets Technology , especially patents Production resources
Competition
Customers Governments
?
The time factor : speed of response
Global strategy differs among multinational firms according to:
?
?
The dominant orientation is short term or long term.
Profits and ROI are willingly sacrificed in return for higher market share.
?
Global or national competitive position is more important in determining competitive strategy and response.
Competing as a Low-Cost Producer
Competing with Differentiated Products
Competing by Seeking Protected Markets
• Extension of product lines in to new market segment Product • Forward or backward integration by suppliers Lines • Komatsu • Emerge as a potential competitor • Investment in R&D • Hoffman-La-Roche
New Product Market
• Presence of existing competitors • First mover advantage Global Presence • Toyota and Honda
?
?
Its a US unit , majority owned by its Norwegian parent A.L Oslo. Manufacturer and Distributer of Generic Pharmaceuticals and Animal Feed.
-A.L Oslo Develops BMD , an antibiotic mixed in feed to aid in animal growth. - BMD meets Human safety standards of the US food and Drug Administration and is accepted. - Penetration of BMD in the US poultry and Swine markets raised A L Labs share in the US market from 20% to 35% in 1988.
?
?
A.L Labs Develops its Premium Brand – ColorGaurd Vitamin D3 , an essential nutrient required by livestock and poultry for proper health growth and health. Solutracin- water soluble conc. form of BMD for treatment of poultry diseases.
?
?
Acquired Dumex Ltd headquartered in Copenhagen, Denmark in 1985 and begins focusing on the distribution of the generic Pharmaceuticals. Dumex developed a new drug Elyzol already registered in Europe. With its entry in the US too , A.L Labs developed opportunities of cross fertilization of new drug discoveries between Europe and the United States.
?
?
It acquired ParMed for distribution of the gen. pharmaceuticals. Efficient Telemarketing selling techniques at ParMed was a side benefit to the A.L Labs.
?
?
?
?
?
In 1987 acquired Barre Labs for $100 mil which concentrated on the liquid pharmaceuticals. Objectives : - To develop a strong hold on the geriatric markets -Increased presence in the US markets A.L Labs chose liquid drug market over capsules to avoid competition.
?
?
Formulation of powdered milk products developed by Dumex and exported to Middle East and Far East. Dumex receives royalties from two subsidiaries of East Asiatic Company(EAC) of Denmark located in Malaysia and Thailand.
Sales in mil $ from 1985 to 1991
Human Nutrition, 229
Animal Health, 361
Animal Health Pharmaceuticals Human Nutrition
Pharmaceutical s, 869
70 60 Percentage Sales 50 40 30 20 10 0 1985 1986 1987 1988 Year 1989 1990 1991 US sales % Foreign Sales %
?
? ?
Less Investment in R&D
Well Established Trade Mark Manufacturing Capabilities
?
?
No fear of Competition
Technology Know -How
?
? ?
Innovative Solutions
Value Added Activities Accessibility
?
Diversification
FINANCE
MARKETS
Internal Processes
?
?
Increasing Revenues
Controlling Costs
? ? ? ? ?
New products innovations Promotions Increasing presence in US markets Form partnerships with best of Pharma Cos. Transition from existing branded products to generic products Produce and market a wide range of generic products
?
?
?
Identify target and lobby partners
Enable fast regulatory approval processes
?
Assure a better sales force territorial management
Search for local acquisition opportunities Operate as a distributor for other international generics companies
? ?
?
? ?
Less competition
Using best of everything Sustainable growth
?
Cross fertilization
?
? ?
Brand Dilution
Regional Integration Cultural Mismatch
Currency Fluctuations ? Dranish krone had appreciated against U.S. dollar. ? Imported costs increased
?
Government regulations-Medicare atastrophe Coverage Act 1988 More Growth Prospects
Increase Penetration
?
?
doc_322865532.pptx
This is a presentation highlighting the international marketing.
GROUP NO : 7 Submitted by : Radhika Goel: 10020241020 Anuj Meena: 10020241064 Supriya Bansal: 10020241113
What is global industry?
? Firm’s global presence
?
? ?
Position is affected from one country to another
Global competitor Leader in it’s homer market
Market Factors
Cost Factors
Competitiv e Moves
Other environme ntal factors
? Participating in significant major markets
?
Offering a range of standarized products worldwide
?
Configuring value-added activities across countries
based on comparative advantage
? ?
Global marketing strategies Integrated competitive moves across countries
Technological Development
Manufacturing Development
Global Logistics
Competitive Response
Personnel and Government Relations
Global Environment 1.Competitive advantage 2.Proprietory technology 3.Superior manufacturing
The Industry 1.Stage of growth 2.Future prospects 3.Barriers to entry e.g Rayon industry
Firm itself 1.Value-added chain 2.Hostgovernment actions 3.Careful customer analysis and good suppliers
Good decision making
Adapt ability
Initial strategy
Goals
Domesti c market
Global market
Government restrictions
Competitive pressures
Regulations and difference in customer needs
? ? ? ? ? ?
Markets Technology , especially patents Production resources
Competition
Customers Governments
?
The time factor : speed of response
Global strategy differs among multinational firms according to:
?
?
The dominant orientation is short term or long term.
Profits and ROI are willingly sacrificed in return for higher market share.
?
Global or national competitive position is more important in determining competitive strategy and response.
Competing as a Low-Cost Producer
Competing with Differentiated Products
Competing by Seeking Protected Markets
• Extension of product lines in to new market segment Product • Forward or backward integration by suppliers Lines • Komatsu • Emerge as a potential competitor • Investment in R&D • Hoffman-La-Roche
New Product Market
• Presence of existing competitors • First mover advantage Global Presence • Toyota and Honda
?
?
Its a US unit , majority owned by its Norwegian parent A.L Oslo. Manufacturer and Distributer of Generic Pharmaceuticals and Animal Feed.
-A.L Oslo Develops BMD , an antibiotic mixed in feed to aid in animal growth. - BMD meets Human safety standards of the US food and Drug Administration and is accepted. - Penetration of BMD in the US poultry and Swine markets raised A L Labs share in the US market from 20% to 35% in 1988.
?
?
A.L Labs Develops its Premium Brand – ColorGaurd Vitamin D3 , an essential nutrient required by livestock and poultry for proper health growth and health. Solutracin- water soluble conc. form of BMD for treatment of poultry diseases.
?
?
Acquired Dumex Ltd headquartered in Copenhagen, Denmark in 1985 and begins focusing on the distribution of the generic Pharmaceuticals. Dumex developed a new drug Elyzol already registered in Europe. With its entry in the US too , A.L Labs developed opportunities of cross fertilization of new drug discoveries between Europe and the United States.
?
?
It acquired ParMed for distribution of the gen. pharmaceuticals. Efficient Telemarketing selling techniques at ParMed was a side benefit to the A.L Labs.
?
?
?
?
?
In 1987 acquired Barre Labs for $100 mil which concentrated on the liquid pharmaceuticals. Objectives : - To develop a strong hold on the geriatric markets -Increased presence in the US markets A.L Labs chose liquid drug market over capsules to avoid competition.
?
?
Formulation of powdered milk products developed by Dumex and exported to Middle East and Far East. Dumex receives royalties from two subsidiaries of East Asiatic Company(EAC) of Denmark located in Malaysia and Thailand.
Sales in mil $ from 1985 to 1991
Human Nutrition, 229
Animal Health, 361
Animal Health Pharmaceuticals Human Nutrition
Pharmaceutical s, 869
70 60 Percentage Sales 50 40 30 20 10 0 1985 1986 1987 1988 Year 1989 1990 1991 US sales % Foreign Sales %
?
? ?
Less Investment in R&D
Well Established Trade Mark Manufacturing Capabilities
?
?
No fear of Competition
Technology Know -How
?
? ?
Innovative Solutions
Value Added Activities Accessibility
?
Diversification
FINANCE
MARKETS
Internal Processes
?
?
Increasing Revenues
Controlling Costs
? ? ? ? ?
New products innovations Promotions Increasing presence in US markets Form partnerships with best of Pharma Cos. Transition from existing branded products to generic products Produce and market a wide range of generic products
?
?
?
Identify target and lobby partners
Enable fast regulatory approval processes
?
Assure a better sales force territorial management
Search for local acquisition opportunities Operate as a distributor for other international generics companies
? ?
?
? ?
Less competition
Using best of everything Sustainable growth
?
Cross fertilization
?
? ?
Brand Dilution
Regional Integration Cultural Mismatch
Currency Fluctuations ? Dranish krone had appreciated against U.S. dollar. ? Imported costs increased
?
Government regulations-Medicare atastrophe Coverage Act 1988 More Growth Prospects
Increase Penetration
?
?
doc_322865532.pptx