Free Essay

So Cute

In:

Submitted By nadaemad95
Words 1044
Pages 5
The Global Pharmaceutical Industry Case Study
Sarah Holland (Manchester Business School) and
Bernardo Bátiz-Lazo (London South Bank University)

Scenario Planning. A Worked Example in this Industry Context!.

Step 1. Key trends • the pharmaceutical industry facing a rapidly changing environment, which offers both opportunities (such as harmonisation of regulatory requirements) but also threats (more discriminating purchasers) • the need for global presence to achieve adequate return on escalating marketing capabilities and R & D costs: • a strong focus on healthcare cost containment, such that new treatments must be justified on cost-benefit grounds, adding to development costs; • to command price premiums, new products must offer unique benefits, yet information leakage means that most products are imitated rapidly; • IT developments provide greater access to detailed healthcare information for both providers and patients, also pushing forward cost-effective treatments: • Educated consumers demanding advances in therapy; • There are opportunities to change organisational models but no-one has yet found a feasible alternative; • Continued industry consolidation.

Step2 Identify and list forces likely to have an high impact on the industries future development.

a) Increasing concentration of buyers b) Increasing power of distributors (parallel trade) c) Generic substitutes d) Scientific advances leading to new drug discovery processes and greater targeting of treatments e) Government pressure on costs and intervention f) Harmonisation of healthcare practice g) Globalisation, greater harmonisation and entry into Japanese markets by European and North American firms h) Growth of pharmaceutical sales in developing markets i) Continued mergers and acquisitions leading to more rapid concentration in the industry or vertical integration j) Transformation of traditional distribution or business models by DTC marketing and the Internet k) Threat to intellectual property resulting from the HIV/AIDS crisis in Africa l) More informed consumers

Step 3

The scale below is one possible view on the industry based on what we may believe are certain or uncertain forces:

Certain a,b,c,e,f,g
Uncertain d,h,i,j,k,l,

Step 4
It’s the factors with high impact and greatest uncertainty that should be used to develop scenarios, namely

• Scientific advances leading to new drug discovery processes and greater targeting of treatments • Continued mergers and acquisitions leading to more rapid concentration in the industry or vertical integration • Transformation of traditional distribution or business models (including greater use of the Internet for DTC marketing) • Threat to intellectual property resulting from combination of generic competition and the HIV/AIDS crisis in Africa • More informed consumers

Step 5
|Big Positive Change (1) |No Change (2) |Big Negative Change (3) |
|Improved diagnosis and more efficient |Time to Market remains key dimension |Patent protection shrinks as clinical trials |
|clinical testing | |become ever more cumbersome and costly |
|Genomics provides cost effective ways to |Emerging markets remain the main areas |R&D priorities radically change |
|detect disease and develop new drugs |antibiotics and generics | |
|Enhanced R&D and marketing capabilities pay|Mergers and acquisition activity stops |Big Pharmaceuticals become a holding company of|
|off by bringing more blockbuster drugs |and/or poor performance of vertical |drug discovery outfits. |
|faster to market |integration. | |
|Internal biotech’s become the solution to |New marketing channel |Emergence of Virtual companies |
|organisational problems | | |
|Harmonisation of approval processes within |Intellectual property rights are retained |The world’s most populous developing markets |
|the EU (ie single submission) and between |and strengthened across the world, with |are opened up to cheap copy products from |
|the EU and the US |exceptions being made only in cases of true|countries such as India, and effectively lost |
| |emergency such as AIDS |as markets for major Pharmas |
|More and better quality information creates|Direct to consumer communication continues |Angry consumers force governments to permit |
|better informed and educated consumers. |to be outlawed in most countries outside |direct to consumer (DTC) communication so that |
|Medical practitioners welcome and support |the US and informed consumers continue to |they are not “kept in the dark” about new drug |
|the empowering of final consumers |use the internet |developments. DTC is then politicised in |
| | |election campaigns |

Step 6 – Three possible future scenarios:

Scenario one Benign Change in the Environment
Increased opportunities for pharmaceutical sales developing in emerging markets, with little substitution from biotech products, no entry of new participants and a decrease in mergers and acquisition activity. Time to market remains critical but genomics helps to fine-tune NCE selection and reduce time in clinical trials. Orgaianisational changes result in a number of very promising “blockbuster drugs” advancing through the pipeline. There is greater harmonisation amongst EU regulators and between the EU and the US.

Scenario two Moderate change in the Environment
Relatively little substitution from biotech products, some advances to reduce R & D expenditure (moderate improvements in basic drug discovery research) or some improvement to make expenditure in clinical trials more effective. Outsourcing (ie licensing of products) continues to develop but without challenging established players. Entry of new participants and/or consumers opting for some forms of alternative medicine (ie non-drug based such as herbolaria). Slow but consistent steps towards greater industry concentration continue. However, there are increasing sales opportunities in emerging and recently industrialised countries.

Scenario three: Hostile Future Environment
Death of blockbusters in the pipeline as most promising drugs fail the clinical trial stage. Most income generation is associated to licensing agreements and profitability thus plummets. There is a recruitment crisis as a whole generation of new scientists is lost to mid-sized players and biotech. All investments in genomics prove futile at present as it will be one or two more generations before any practical result is evident. Significant substitution from biotech and generic products fulminates patent protection while courts are an ineffective way to mount a challenge. Emergence of new alternative e forms of non-drug-based therapeutic treatments and widespread adoption of alternative medicine practices. Entry of new global participants such as Japanese, Korean or Indian laboratories. Biotechnology-based firms enter European and North American markets enmasse’. Increased mergers and acquisition activity puts substantial short-term pressure on profit margins. No significant opportunities in emerging and recently industrialised countries are evident.

Note: These three resulting scenarios are the extremes of possible futures. Providing the strategies we develop are robust in all of them then we will have managed the uncertainty in the future environment as well as possible!

Similar Documents

Free Essay

Creating a Program That Blinks the Leds on the Board

...Creating a Program that Blinks the LEDs on the Board 1- Create a new project and copy and paste the following code in the main.c file of your project. //*************************************************************************************** // MSP430 Blink the LED Demo - Software Toggle P1.0 // // Description; Toggle P1.0 by xor'ing P1.0 inside of a software loop. // ACLK = n/a, MCLK = SMCLK = default DCO // // MSP430x5xx // ----------------- // /|\| XIN|- // | | | // --|RST XOUT|- // | | // | P1.0|-->LED // // J. Stevenson // Texas Instruments, Inc // July 2011 // Built with Code Composer Studio v5 //*************************************************************************************** #include <msp430.h> int main(void) { WDTCTL = WDTPW + WDTHOLD; // Stop watchdog timer P1DIR |= 0x01; // Set P1.0 to output direction for (;;) { volatile unsigned int i; // volatile to prevent optimization P1OUT ^= 0x01; // Toggle P1.0 using exclusive-OR i = 10000; // SW Delay do i--; while (i != 0); } } 2- Google the “for” and “while” loops in C++ and describe how they work here. We will use them very often in programming. Answer: * For loop is used like an infinite loop...

Words: 803 - Pages: 4

Free Essay

Running

...been a few injuries, chronic fatigue and potential burnout. I decided to step back this year while training for the marathon by preventing myself in falling in the same pattern again. Often times, the best barometer of feedback is not in watts, heart data or fancy graphs. Some of the best feedback comes from our gut instincts. Finding the joy in training and being opening up to being more flexible in our regimen is just as important as all the hard interval work or getting in the volume. This said, I decided to listen to my inner voice which said, “I think I need to rest more today.” That inner voice often sent me an SOS signal calling for either a brief physical or mental break. The best advice that I can give to you as a runner is to speak to yourself as if you were your own best friend. What would you say to a good friend if she or he felt pressure to so something on plan, but knew deep inside what they really needed? What would you say to your friend if he or she said that she was really, really tired and not up for doing something you had planned together? You’d probably say that “it’s okay – we’ll get it in another time.” The best runners, who perform well consistently, often follow a structured training plan. However, they also have learned the art of listening to that inner voice and allowed for flexibility within their plan. As a runner, you need to understand and trust that it’s OK to back off. Listening to that inner voice and allowing for that flexibility...

Words: 367 - Pages: 2

Free Essay

Essence Summary

...aroma. "So where did you meet?" I asked my friend Patrick as he put down his coffee cup. "In the Faculty Center in UP." "Again? How come you meet a lot of guys there? I'm always there and nothing ever happens." Patrick pointed to his face and smiled. "Che!" I replied laughing. But I knew that it was true. Patrick was not really that good looking, but he had this sexy air about him. And he had fair skin which is, for most Filipinos, a prerequisite for beauty. I looked at the mirror behind him and saw my dark, emaciated reflection. "So anyway, I was washing my face in the ground floor washroom when this comes this really cute guy. I've seen him on campus a few times before. So anyway, he goes and takes a leak," Patrick paused. "You know those FC urinals, right?" I nodded. "No partitions." Patrick took another sip from his cup and continued. "So anyway, this guy sees me checking him out. To my surprise, he turns to me, giving me full view of him in all his glory and smiles. I smile back. And," Patrick took a deep breath, "the rest is for me alone to know." He ended by dabbing the sides of his napkin to his mouth. I knew pressing Patrick for more details would shut him up just like that so I let it pass. I could wheedle out all the details later. "So what's his name?" "Carlo." I raised an eyebrow and gave Patrick my you've-got-to-be-kidding look. He laughed and nodded in agreement. "Yes it's another Carlo. It's always Carlo, or Paolo, or Mike, or Jay--" "So what name...

Words: 1385 - Pages: 6

Premium Essay

Hbr Case Study

...had been working with Flanagan for just over a month. She knew she had to kill the DailyDilly initiative but was reluctant to do it with the reps present. “Let’s discuss this off-line,” she said. Will slapped the table. “Come on,” he demanded. “We’re here now.” The DailyDilly reps became wide-eyed. Allie took a deep breath. If Will was going to push her, she’d be blunt. “No, then,” Allie said. “It’s not on.” Will pushed his chair back and walked out of the room. The reps started to review their presentation, but Allie stopped them with a wave of her hand. Ruth, no longer smiling, told them all she was sorry and stood up to escort everyone out. Allie knew she had just made some enemies. Half an hour later, Ruth stopped her in the corridor. “So you’re still not convinced?” “Roddy asked me to weigh in on DailyDilly for a reason,” Allie said. Roddy...

Words: 3455 - Pages: 14

Premium Essay

Unit 4

...Computer Shopper By Tyrai Parker Computer Structure And Logic Dr.Mohamed Desktops & Note Books | Size & Resolution & Price | Hard Disk Capacities | RAM | Processor Speeds | Apple iMac | 27’in 2560-by-1440 resolution$1999 | 1TB1TB (7200-rpm) hard driveConfigurable to 3TB hard drive, 1TB or 3TB Fusion Drive, or 256GB, 512GB, or 1TB of flash storage. | 8GB (two 4GB) of 1600MHz DDR3 memory; four user-accessible SO-DIMM slotsConfigurable to 16GB or 32GB. | 3.4GHz3.4GHz quad-core Intel Core i5 processor (Turbo Boost up to 3.8GHz) with 6MB L3 cache | ENVY 15z-j100 Notebook | 15.6-inch diagonal HD BrightView LED-backlit Display (1366x768)$549 | 750GB 5400 rpm Hard Drive | 6GB DDR3 System Memory (2 Dimm) | 4th generation Intel® Core™ i5-4200M Processor | HP ENVY 17t-j100 Quad Edition Notebook PC | Screen size - 17.3-inch diagonal HD+ BrightView LED-backlit Display (1600 x 900)$899 | 1TB 5400 rpm Hard Drive | 8GB DDR3 System Memory (2 Dimm) | 4th generation Intel® Core™ i7-4700MQ Processor | Inspiron One 20" Non-Touch | (W) 19.95 in x (H) 12.72 in $449 | 500GB 7200RPM SATA 3.0Gb/s Hard Drive | 4GB Dual Channel DDR3 1600MHz - 1 DIMMs | Intel® Celeron® processor G1620T(2.4GHz, 2MB) | As being a lawyer I think should use Notebook because its personal they hold confidential information that nobody should know about his or her client. Things they might do on their notebook on a daily day to day basis is word processing, thought processing, spreadsheets, legal...

Words: 479 - Pages: 2

Free Essay

Engineering

...(For Course participants only) Reading Material & Work Book On Effective Noting & Drafting (Edited by Smt. Jayanthi Sriram, Asst.Director) GOVERNMENT OF INDIA INSTITUTE SECRETARIAT TRAINING & MANAGEMENT DEPARTMENT OF PERSONNEL & TRAINING ADMINISTRATIVE BLOCK, JNU CAMPUS (OLD) OLOF PALMS MARG, NEW DELHI-110067 TEL. 26105592 TELEFAX: 26104183 Revised - 2005 FORWARD In responsive administration it is obvious that the response has to be meaningful. Yet, it may not be effective unless the response time is optimised. This twin objective can be achieved through streamlining of the decision making process itself. In the Central Secretariat, as in other spheres of Government, contribution by all rungs of employees particularly by those at the cutting edge level, namely the Section Officers and Assistants, generally helps arriving at the right decision. Besides collection of information, such contributions are rendered through Noting & Drafting. Effective noting & drafting at every level, therefore, is a matter of prime concern. 2. To address this concern, we in ISTM have been according utmost importance to the inclusion of 'noting and drafting' as a subject in all our foundational and refresher Courses. Besides, focussed workshops on effective noting & drafting are also organised in large numbers. To help participants team effectively, the need for practical exercises cannot be overemphasised. Similarly,...

Words: 16883 - Pages: 68

Premium Essay

Unit 4

...Computer Shopper By Tyrai Parker Computer Structure And Logic Dr.Mohamed Desktops & Note Books | Size & Resolution & Price | Hard Disk Capacities | RAM | Processor Speeds | Apple iMac | 27’in 2560-by-1440 resolution$1999 | 1TB1TB (7200-rpm) hard driveConfigurable to 3TB hard drive, 1TB or 3TB Fusion Drive, or 256GB, 512GB, or 1TB of flash storage. | 8GB (two 4GB) of 1600MHz DDR3 memory; four user-accessible SO-DIMM slotsConfigurable to 16GB or 32GB. | 3.4GHz3.4GHz quad-core Intel Core i5 processor (Turbo Boost up to 3.8GHz) with 6MB L3 cache | ENVY 15z-j100 Notebook | 15.6-inch diagonal HD BrightView LED-backlit Display (1366x768)$549 | 750GB 5400 rpm Hard Drive | 6GB DDR3 System Memory (2 Dimm) | 4th generation Intel® Core™ i5-4200M Processor | HP ENVY 17t-j100 Quad Edition Notebook PC | Screen size - 17.3-inch diagonal HD+ BrightView LED-backlit Display (1600 x 900)$899 | 1TB 5400 rpm Hard Drive | 8GB DDR3 System Memory (2 Dimm) | 4th generation Intel® Core™ i7-4700MQ Processor | Inspiron One 20" Non-Touch | (W) 19.95 in x (H) 12.72 in $449 | 500GB 7200RPM SATA 3.0Gb/s Hard Drive | 4GB Dual Channel DDR3 1600MHz - 1 DIMMs | Intel® Celeron® processor G1620T(2.4GHz, 2MB) | As being a lawyer I think should use Notebook because its personal they hold confidential information that nobody should know about his or her client. Things they might do on their notebook on a daily day to day basis is word processing, thought processing, spreadsheets, legal...

Words: 479 - Pages: 2

Free Essay

10 Things Done Wrong Innovation

...10 ...so you don’t have to. by: tara ‘missrogue’ hunt things I’ve done wrong who am I and why I’m qualified to talk about this stuff: • co-founder + CEO Buyosphere.com • been raising $$ for >1yr • raised $200k F&F • believed the hype • lived in SF for 4yrs • made a crapload of mistakes already • serial entrepreneur (but first startup) 1. focused on the ‘big picture’ too much the original* pitch deck *since 2008 when I put this deck together, I’ve done 75+ versions... “The hard part is to figure out the fewest possible features that could possibly accomplish your company’s goals.” Eric Ries The advantages of Minimum Viable Product (MVP) 1.test your assumptions 2.minimal wasted time/energy 3.iterative based on real customer needs The trouble with Minimum Viable Product (MVP) 1.it has to be viable 2.it has to be viable 3.it has to be viable key: build something your customers can use. what we did wrong: kept focusing on (our idea of) the final product and building minimum components of it rather than thinking about what our customers could really use. we were wandering lost in the sea of aimless builds with no data and no reason unfortunately, it took us a year and $200k to figure this out. fortunately, we’ve figured it out. 3 ways to figure out MVP 1. Think about the problem you want to solve and ask yourself: “Could I accomplish this on an email list?” Try it. On an email list. OR think about how people solve it currently...

Words: 1529 - Pages: 7

Free Essay

None

...www.it-ebooks.info www.it-ebooks.info Learn to Program Second Edition Chris Pine The Pragmatic Bookshelf Raleigh, North Carolina Dallas, Texas www.it-ebooks.info Pragmatic Bookshelf Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and The Pragmatic Programmers, LLC was aware of a trademark claim, the designations have been printed in initial capital letters or in all capitals. The Pragmatic Starter Kit, The Pragmatic Programmer, Pragmatic Programming, Pragmatic Bookshelf and the linking g device are trademarks of The Pragmatic Programmers, LLC. Every precaution was taken in the preparation of this book. However, the publisher assumes no responsibility for errors or omissions, or for damages that may result from the use of information (including program listings) contained herein. Our Pragmatic courses, workshops, and other products can help you and your team create better software and have more fun. For more information, as well as the latest Pragmatic titles, please visit us at http://www.pragprog.com Copyright © 2009 Chris Pine. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior consent of the publisher. Printed in the United States of America. ISBN-10: 0-9766940-4-2 ISBN-13: 978-1-934356-36-4...

Words: 51233 - Pages: 205

Free Essay

Loss

...make sure we are ready for anything that comes through the doors. As the morning went on, things were nice and quiet. Yes, I said it "Quiet". The word quiet is never to spoken out loud or even a thought in the ER. As soon as I sighed, it went off like a bomb the radio began to blare. Collier Blvd Medic 00 coming in with a male four month old unresponsive, in respiratory distress!!!!!!! I respond to the radio medic00 room 6 on arrival. In that moment everything changes. It was like slow motion but really you’re moving as fast and as efficiently as possible. We call respiratory, set up the room, get our equipment and then wait. It feels like an eternity until they arrive. Your mind wondering what happen to the child, and how long ago. So many things flood your mind at once. You can’t loose focus of what the facts are and what you are dealing with. The ambulance pulls in, the doors swing open medics are attending to the...

Words: 557 - Pages: 3

Free Essay

Hhhhh

...Reflection on the Film “Tuesdays with Morrie” The first time I watched Tuesdays with Morrie back then last semester, my usual nonchalant and stone-hearted self broke down in tears. I couldn’t explain why, but I just involuntarily cried. Perhaps it was just pent-up emotion. But on a deeper level, I knew the reason: I could relate to so many things in the film. When I saw it for the third time in our Philosophy class, I tried to view it on a slightly more analytical and less affected manner (even though I couldn’t stop sudden hidden bursts of emotion) since I knew there were topics discussed by Morrie to Mitch which were covered by our discussions in Philosophy of the Human Person I. The last lessons taught by Morrie dealt with the fundamental yet often misunderstood or even feared things in life. One interesting thing in his discussions with Mitch was the line he repeatedly said: “If you know how to die, you’ll know how to live.” At first, it seemed to me as though it were contradictory to the phenomenological way of describing things – for how can one ever know how to die if he hasn’t experienced it yet? But after some reflection, I thought that perhaps Morrie, by saying “know how to die” meant that if we know that all our possibilities will end in the great even that death is (“know[ing] how to die”), we will strive to do our best daily – as if it were our last, as if we could hear that “bird on our shoulder.” I also liked Morrie’s emphasis on the...

Words: 351 - Pages: 2

Free Essay

The Room

...either direction, had very different headings. As I drew near the wall of files, the first to catch my attention was one that read "Girls I Have Liked." I opened it and began flipping through the cards. I quickly shut it, shocked to realize that I recognized the names written on each one. And then without being told, I knew exactly where I was. This seemingly lifeless room with its small files was a crude catalog system for my life. Here were written the actions of my every moment, big and small, in a detail my memory couldn't match. A sense of wonder and curiosity, coupled with horror, stirred within me as I began randomly opening files and exploring their content. Some brought joy and sweet memories; others a sense of shame and regret so intense that I would look over my shoulder to see if anyone was watching. A file named "Friends" was next to one marked "Friends I Have Betrayed." The titles ranged from the mundane to the outright weird. "Books I Have Read," "Lies I Have Told," "Comfort I Have Given," "Jokes I Have Laughed At." Some were almost hilarious in their exactness: "Things I've Yelled at My Brothers." Others I couldn't laugh at: "Things I Have Done in My Anger," "Things I Have Muttered Under My Breath at My Parents." I never ceased to be surprised by the contents. Often there were many more cards than I expected. Sometimes fewer than I hoped. I was overwhelmed by the sheer volume of the life I had lived. Could it be possible that I had the time in my 20 years to...

Words: 1121 - Pages: 5

Premium Essay

Healing In Judith Guest's Ordinary People

...This is one of the reasons why recovering was so hard for him. In the novel, there were many characters that gave Conrad confidence which, in turn, helped him heal. When Conrad was at the library, the woman in the parking lot said to Conrad, “You're very good-looking. But I'm sure you already know that" (134). After he goes home, he looks in the mirror and acknowledges his good features and admits that the woman is right. This filled Conrad with a little bit of much-needed confidence. Another character that gave Conrad confidence is Jeannine. When Jeannine revealed her imperfect home life to Conrad, he hugged her and let her cry. “He has never felt so strong, so needed” (200). Jeannine gave Conrad a reason to live because he felt needed and he also felt like he wasn’t the only one with problems. Even slight things give Conrad a sense of confirmation that he was normal. An example of this is when the policeman told Conrad that he shouldn’t be out so late because there is too many nuts in the world. “Too many nuts. Meaning you aren’t one of them. [...] You’re all right kid. Ordinary” (216). Conrad was glad that others didn’t see him as crazy and felt reassured that he was...

Words: 972 - Pages: 4

Premium Essay

Examples Of Heroism In To Kill A Mockingbird

...In the book, Boo Radley does things that helps the children but by the time they can say thank you he is gone. He does not ask for any thanks or things in return. In that sense, he is humble. Jem and Scout rarely see Boo though in the book, yet he does so many things without being seen by the kids in the neighborhood. For example, Boo finds Jem’s pants after Jem climbs on the Radley’s fence and it gets stuck. After Jem came back later that night, he found his pants all straightened, resown, and folded up right where he had left them. When Jem saw this, he was confused. Jem took his pants but didn’t see anybody around him to thank or ask. Arthur does these nice little acts throughout the book which he still keeps him out of...

Words: 714 - Pages: 3

Free Essay

Psychology

...H. Merckelbach, M.A. Van den hout and I. Lavy “Preparedness, Prepotency and Fear Acquisition. On this paper I think that even though the tests were done with control and everything, examining such field requires so much more data. Even thou they measuring this is almost impossible, they missed out a lot of data and missed out a lot of testing material. The scream test could had been different in some areas, for example, different age groups, involving kids. Not only involving screams, but sounds with the same amount of decibel to see if the reaction comes by a distinguish sound or decibel level. On the other hand, the experiment does show and interesting point, and that is how the different levels affect on different situations. How in some cases one can affect, but be totally numb on the other situation. The experiment that I liked the most was the monkey experiment, as it shows nature in its raw content, even though us humans are animals, we are contaminated by so many things that it almost feels like we are not part of nature anymore. As if our raw content was removed decades ago and we molded ourselves to a new being, separate from the others. Monkeys on the other hand, showed something great, in the experiment you can see that nature is so unpredictable, even in the most controllable scenarios, things don’t usually go as planned. There a thin line between what can be thought and what come in by nature, instinct or genetics. Scientist didn't fail at the monkey experiment...

Words: 388 - Pages: 2