Stada Arzneimittel AG, The increasingly international orientation of business activities at STADA Arzneimittel AG



Държава:Германия
Кратка информация:Company profile
The strategy
Strategic focus on markets with long-term growth potential

The increasingly international orientation of business activities at STADA Arzneimittel AG and STADA’s Group companies are focused on the health care market, in particular the pharmaceutical market. For years, these markets have recorded a growing demand worldwide; also for the years to come, external analysts forecast further growth of these markets. The constant growth trends in the markets will be, in particular, medical progress increasing life expectancy in industrial countries and global population growth.
Core segments Generics and Branded Products

In the health care and pharmaceutical market, STADA concentrates on the development and marketing of products with active ingredients – generally active pharmaceutical ingredients – which are free from commercial property rights, particularly patents. Due to cost and risk aspects, STADA deliberately does not carry out any research into new active pharmaceutical ingredients.

In accordance with this strategic alignment, Generics and Branded Products are the Group’s two core segments:

Products for which the focus of sales and marketing is on a low pricing and/or on a cross-product and active-ingredient marketing concept are, in the scope of the Group’s segmentation, part of the core segment Generics;
Products for which the specific product characteristics and in particular also the brand name of the respective product are at the forefront of marketing are part of the core segment Branded Products.

Non-core activities comprise businesses and equity interests in fields outside the two core segments at STADA. These non-core activities are aimed at supplementing and supporting the Group’s business in the core segments.
Challenging conditions

Inherently linked to the historical and projected continuous growth of the markets in which STADA is active are also challenging conditions.1)

The good growth opportunities thus attract intense competition. In addition, these markets are strongly characterized by regulatory influences. Because it is one of the central tasks of each country to provide as many of its citizens as possible with access to health care at acceptable cost. Therefore, the continuous increase in demand in the health care and pharmaceutical market leads to constant cost pressure in nearly all national health care systems, regularly entailing cost saving state regulation.

The health care policy interventions in local regulatory framework conditions that must always be expected thus have a particularly strong effect on generics. Such interventions can have a curbing effect if, for example, a state regulates direct price reductions, but they can also have a stimulating effect if, for example, stronger regulatory incentives for the prescription of low-price generics are given in a national health care system.

In addition to these industry-specific challenges, STADA also faces general business risks.
Flexible and lean operative alignment

STADA’s strategic response to this structural environment lies in a lean and above all flexible operative alignment. Rapid change in response to altering conditions with, at the same time, high cost sensitivity are decisive success factors for STADA, characterizing therefore the operative alignment in all of the Group’s functional areas.
International sales infrastructure

An essential factor for success of STADA’s business model is the international sales network which includes numerous nationally focused sales companies which are thus close to the market and are supported and monitored by central Group functions. Through its local sales presence in the individual national markets, which due to the different health care systems differ strongly, the Group is capable to take advantage of the respective structural growth potential for its own growth. In order to rapidly adapt to the frequent variations in structural conditions of the respective national health care markets, STADA’s local sales companies have a high level of sales autonomy. In individual national markets, STADA thereby also relies on sales companies which operate parallel to one another or focus on specific market segments if the respective market structures require this to take optimal advantage of the potential.
Continuous portfolio expansion

The continuous expansion of its product portfolio – visible in form of the high annual number of product launches within the Group – is a central success factor for STADA. In view of costs and regulatory requirements, the objective of the Group’s development activities that are based on many years of experience – also including the use of external development partners – is to provide the sales companies with a product portfolio that is always up to date. This applies in particular to generics for which the launch of new products promptly after expiration of the commercial property rights is one of the central operative success factors. For several years already, STADA has been selectively increasing the in-house development of important active pharmaceutical ingredients to reduce supply commitments, which are frequently associated with the use of external development partners, and thereby to optimize the procurement and production costs.
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