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Upjohn

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The Upjohn Corporation began in 1885 when its founder, W.E. Upjohn, obtained a patent for a new type of pill. In it early stages Upjohn experienced rapid growth helping it become a low cost leader and possess a differentiation advantage over its competitors. Decisions concerning profit margin led the then directors of Upjohn to focus on research and development in order to take advantage of the perceived luxury market and its higher profit margins. This has led to a large portion of the budget being diverted to the development of new products. Consequently, Upjohn business level strategy is to focus on the distribution of its products. By developing market to compliment its research and development of new drugs, Upjohn was able to find itself an advantage over some of its competitors. Along with discovering markets for its products Upjohn also began to develop the specialty chemicals it needed to produce its products. This development in Upjohn vertically integrated to company. Producing the chemical ingredients necessary for the production of its products Upjohn was able to ensure the quality of its products as well as maintaining lower costs. Within the health care industry, Upjohn aggressively sought after the doctors and pharmacists with extensive sales efforts. This was a successful strategy that allowed Upjohn to grow throughout the 1930’s. At the core of this success was the creation of the Medical Department in 1937 to establish, maintain, and upgrade the working relationships with physicians. Also, paramount to Upjohn’s success was the high quality research department. Developing new products is essential, especially in the pharmaceuticals industry, to create profits. The sales department was continually adapting to meet the needs of the research department in order to quickly gain revenues from new products. To compliment the business level strategy,

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