德國拜耳市場定位分析(英文版)

MARKETINGPLANWHATISBAYER?Bayerisaglobalenterprisewithcorecompetenciesinthefieldsofhealthcare,agricultureandhigh-techmaterials.Asaninnovationcompany,itsetstrendsinresearch-intensiveareas.Bayer’sproductsandservicesaredesignedtobenefitpeopleandimprovethequalityoflife.Atthesametime,theGroupaimstocreatevaluethroughinnovation,growthandhighearningpower.MISION,VISIONANDVALUESMISSIONANDVISIONBayerisaworld-classinnovationcompany.Ourscientificachievementsaimtohelpimprovepeople’slivesbyaddressingthegreatchallengesofourtime–thegrowingworldpopulation,anagingsocietyandtheneedtousenaturalresourcesmoreefficiently.Throughouttheworldwearepreventing,alleviatingorcuringdiseasesandimprovingdiagnostictechniques.Wearehelpingtoprovideanadequatesupplyofhigh-qualityfood,feedandplant-basedrawmaterials.Ourhigh-techmaterialsaremakingsignificantcontributionsinavarietyofareassuchasenergyandresourceefficiency,mobility,constructionandhomeliving.Mission“Bayer:ScienceForABetterLife“ForBayer,sustainabilitymeansshapingthefuturesuccessfully.Aspartofthecorporatestrategy,itisanintegralpartofourday-to-dayworkroutines.That’swhatourmission“Bayer:ScienceForABetterLife”isallabout.STRATEGYSustainabilityMISION,VISIONANDVALUESVALUESLEADERSHIPINTEGRITYFLEXIBILITYEFFICIENCYWHATISBAYER?WearegoingtofocusonBayerHealthCare,withoutanimalhealthWHATISBAYERHEALTHCARE?BayerHealthCareisamongtheworld’sforemostinnovatorsinthefieldofpharmaceuticalandmedicalproducts.Thissubgroup’smissionistoresearch,develop,manufactureandmarketinnovativeproductsthatimprovethehealthofpeopleandanimalsthroughouttheworld.INTERNALANALYSISBAYERHEALTHCAREBAYERHEALTHCAREPRODUCTSCONSUMERCARENon-prescriptionmedicines

VitaminsMEDICALCAREDiabetesCare:bloodglucosemonitoringsystemsDiagnosticImaging(X-raycontrastmedia,contrastagentsformagneticresonanceimaging,applicationtechnologiesand

contrastinjectionsystemsforcontrastagentsPHARMACEUTICALSPrescriptionmedicinesPRODUCTSHOWTOLAUNCHAPRODUCT?PRICESTRATEGYOTCNopriceregulation,theynegotiatethrough

DistributorsDirectlyPHARMA(prescription)Pricesarenegotiatedbythehealthauthorities.ThepriceisnegotiatedastheimpactthatthedrugwillhaveandtheprofitsthatitsproducesOTCproductsaredistributinginpharmaciesNowadays,inSpainexisttheco-payments,afixedpricethatthepacientshavetopaytogetdrugsPROMOTIONTheBayerpharmaceuticalindustrywithdrawsitssexistadvertisingcampaignThemessagewasoneofthreemenwhohadvariousproblemswitherectiledysfunction.ThefirstcamefromZaragoza,Copacabanaresident,whoasked"productinformationtothesexualdemandsofBrazilianwomen."Theletterwasaccompaniedbyphotographsofyoungmodels.PROMOTIONBayercollaboratesintheIIIInternationalSymposiumonPheromonesandattractantswithbiologicalproductsSerenadeMaxandDecisTripBayerandItsEmployeesProvideHelptothePhilippinesImmediatereliefandreconstructionassistancebythecompanyworthuptoEUR650,000/AlsoglobalappealtoemployeestodonateviatheBayerCaresFoundationPROMOTIONADEVRTISINGWEBSITEANDSOCIALNETWORKSEXTERNALANALYSISCOMPETITORSIn2014Thereisgoingtobea0.5%increaseinthepharmaceuticalmarketInthetablebelowshowsthemaincompetitorsinSpain,showingtheirMarketshareandannualgrowthrateCompaniesMarketShareAnnualgrowthNovartis6.4%3.8%Johnson&Johnson4.2%3.2%Abbott3.4%3.1%Lilly2.9%1.0%DECLININGCOMPETITORSThecompetitorsbelowshowthedecliningmarketshareandannualgrowthofthedecliningcompetitorsCompaniesMarketshareAnnualgrowthPfizer7.5%-11%Merck&Co5.5%-7.2%Sanofi4.8%-14.1%POLITICALENVIRONMENTEU(EuropeanUnion)ItisgoodforEuropeanfirmsbecauseitmeansamoresteadyandwelldevelopedpoliticalenvironmentInformationsystemSteadysocietyLowertaxTinygapGermanyHighqualitycultureGoodreputationonmanunfactureHightechnologyPolitical,socialandethicaldebatesObeylegislationaccordingtothecountrythedrugsarebeingimportedtoECONOMICENVIRONMENTPharmaceuticalindustryisaspecialindustrythatwon’tbedeeplyeffectedbytheeconomicenvironment.HigheconomicgrowthHighInvestment

SOCIALENVIRONMENTConsumersinformedthattheproductsarebeneficialtotheirhealthTheyprovidescholarshipsforemployeestoimproveandadvancedtheirknowledgetoimproveandcreatenewproductsSocialneedsImprovehumanhealth–suchasdevelopingcancerdrugsClinicaltrialstotestthedrugsTECHNICALENVIRONMENTPharmaceuticalindustryInnovation/research-HighinvestmentincreatingnewproductsLong-termreturnAdvancedtechnologicalindustryBigbarriertoenterthisindustryPORTER’SFIVEFORCESThreatbynewentrant–Therearealreadyestablishedcompaniesinthemarket,howevertherearesmallercompaniesenteringthemarket,