marketing - Department Wirtschafts- und Betriebswissenschaften

Lückenanalyse: ckenanalyse: Beispiel „Pharmaindustrie
Pharmaindustrie
Pharmaindustrie“
Pharmaindustrie
� Suppose the top management of the pharmaceutical company A sets
growth rate objectives for one of its divisions: 10% in sales and 15% in
pre-tax profit for the next five years
� The division examines its product portfolio and concludes that two of its
major product lines, i.e. X and Y, will be coming off patent towards the
end of the five-year period, thus opening the way for competition and
loss of market share
� The remaining product lines, C and D, are old ones and unlikely to grow
� The divisional managers then examine the new product development
portfolio and conclude that there is no way in which the new products
coming on stream, E and F, could compensate for the lack of growth in
revenues and profits from the existing product portfolio
� It is now possible to quantify the negative gap between the corporately
set objective for the division and the outcome likely generated by
existing and new product portfolios by the end of the five-year period
� Divisional management conclude that in order to plug the gap they will
have to acquire products and/or companies
© Wirtschafts- und Betriebswissenschaften Seite 109