Study case: Sanofi Aventis
Summary :
Table of Contents
- Introduction
- Executive summary
- Industry analysis summary
- Segmentation
- Competitors
- Strategic groups
- PEST trends
- Sanofi-Aventis' main strategic maneuvers in the last 5 years
- From Sanofi-Synthelabo to Sanofi-Aventis (SA)
- The internationalization process
- Huge investment in R&D
- Targeting drug segments and blockbusters with strong growth
- Building a generic brand
- Ongoing cost-adaptation measures
- Business portfolio
- The pharma portfolio
- The vaccine portfolio
- The generic brand: Winthrop
- Competitive performance assessment and evolution
- Recommendations
- Conclusion
Abstract
Over the past few years, sanofi-aventis strategic decisions have enabled the company to reinforce its leadership on the international market. The company has grown by merging with competitors, it has increasingly invested in R&D, reinforced its presence on the major markets (the United States and Europe) and on all the major pharmaceutical segments such as generics or vaccines. The firm in 2007 is one of the world's leading research-based pharmaceutical companies and the biggest one in Europe.
Like all its major competitors such as Pfizer or Johnson & Johnson, sanofi-aventis is still engaged in « mass-marketing blockbuster » strategies based upon portfolio concentrated around a small number of drugs meant for mass markets and reaching the highest levels of profitability. Indeed, sanofi-aventis total sales highly depend on eight drugs presented as "blockbusters": Lantus (metabolism), Aprovel (cardiovascular), Lovenox and Plavix (thrombosis), Stilnox / Ambien and Copaxone (Central Nervous System), Taxotere & Eloxatine (Oncology).
But pressure from medicine agencies; playing organisms, practitioners, public opinion and also from financial market is increasingly powerful and is making long-term and uncertain research more difficult to finance. And the Federal and Drug Administration refusal to commercialize in the United States Acomplia, a drug destined to obesity treatment, which was to become a new blockbuster, is an example of the difficulties that sanofi-aventis has to face.
Like all its major competitors such as Pfizer or Johnson & Johnson, sanofi-aventis is still engaged in « mass-marketing blockbuster » strategies based upon portfolio concentrated around a small number of drugs meant for mass markets and reaching the highest levels of profitability. Indeed, sanofi-aventis total sales highly depend on eight drugs presented as "blockbusters": Lantus (metabolism), Aprovel (cardiovascular), Lovenox and Plavix (thrombosis), Stilnox / Ambien and Copaxone (Central Nervous System), Taxotere & Eloxatine (Oncology).
But pressure from medicine agencies; playing organisms, practitioners, public opinion and also from financial market is increasingly powerful and is making long-term and uncertain research more difficult to finance. And the Federal and Drug Administration refusal to commercialize in the United States Acomplia, a drug destined to obesity treatment, which was to become a new blockbuster, is an example of the difficulties that sanofi-aventis has to face.
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