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Strategic Marketing Management

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The company chosen here is Gulf Pharmaceutical Industries (Julphar). Julphar is one of the largest pharmaceutical manufacturers in the Middle East and North Africa (MENA) and distributes medicines to over 40 countries. Established in 1980 in the UAE, its first stand-alone facility produced only five products. The decision to create Julphar came at a time when the UAE was making the transition from herbal medicines to conventional medicines, and the creators of Julphar wanted to invest in a sector which would generate long-term value for the Emirates.
Over three decades later, it currently operates twelve internationally certified manufacturing facilities globally, produces over a million boxes of medicines daily and holds 3,483 product registration certificates. Eleven of the Facilities are based in the UAE and covers production areas including Tablets, Syrups and Suspensions. In 2013, Julphar launched a twelfth manufacturing facility in Ethiopia, as part of its ongoing international expansion strategy. Julphar maintains a diverse product portfolio which targets major therapeutic segments including endocrinology, anti-infective, cardiovascular and gastroenterology, over-the-counter, nephrology, dermatology, respiratory, metabolic and burn and wound management. Julphar’s core business is manufacturing and is into Generics. Generic medicines help in reducing the cost of manufacturing by allowing the company to buy raw material for their products from various raw material manufacturers.
The product line chosen is Julphar Diabetes; it is one of the profitable lines of Julphar’s production. Julphar Diabetes is the division of Julphar that manages the manufacturing and commercialization of Diabetes products including orals and insulin. Julphar has made an important strategic decision to become one of the Middle East’s leaders in offering a world class treatment for

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