Haw Par Corporation Limited: Traditional Business Sector

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1. PART ONE
1.1 Introduction
Haw Par Corporation Limited is a multinational corporation engaged in healthcare, leisure businesses securities and real estate investment, among which we will mainly focus on Haw Par’s traditional business sector-the healthcare segment, which includes 9 subsidiaries (Annual report, 2010). Based on revenues generated and locations of manufacturing facilities, two prominent geographical markets, Asia and America, are selected for discussion. We will look into the competitive environment of the corporation, and the generic strategies adopted to survive in the environment. Then we will investigate operations within Haw Par by analyzing its value chain activities, and propose improvements to enhance its competitive advantages. Lastly, we will identify the top risks imposed to the corporation. 1.2 Competitive Environment – Michael Porter’s Five-Forces Model 1.2.1 Threat of New Entrants

Initial capital requirement of entering the healthcare industry is high, including investment in property, plant, equipment and research and development. Moreover, compliance burden with various regulations is heavy, as illustrated by the warning letter received by Haw Par from the Food and Drug Administration (FDA) in the US. Besides, its scale of business, well-establish brand and distribution network are difficult to imitate. Thus, the threat of new entrant is low. 1.2.2 Threat of Substitute

Currently, Haw Par's healthcare products mainly consist of traditional herbal medicines and newly developed chemical products. The substitutes of herbal medicines are mostly western chemical medicines. We can see that Haw Par is actively responding to the challenge of chemical medicines. However, the existing pharmaceutical companies are very strong, and their products are more competitive on the whole. Therefore, the threat of substitutes is medium. 1.2.3 Bargaining Power of Buyers

The products of healthcare division are mainly traditional Chinese medicine oil and its related products, as well as muscle rub, spray and gel (Hoover's, 2011). As the products are generally medications for daily use, the majority of buyers are individual consumers. Hence, the buyers’ bargaining power is weak. However, if the buyers’ group is large, for example, wholesalers or retailers, the bargaining power of buyer could be moderate or high (ME Porter, 2000). 1.2.4 Bargaining Power of Suppliers

Due to Haw Par’s broad product lines, it would have contracted with vast suppliers for the procurement of various crude materials. The main ingredients are common Chinese medicines (Alternative Health Supplies, 2005). The company may choose from a wide range of suppliers. In general, bargaining power of suppliers is low. 1.2.5 Industry Competitors

Haw Par has distinguished itself from small and medium size medicine oil businesses by its branding and broad market distribution, yet it is still involved in intense competition with business of comparable market share, for example, Biosensors International and Sun Pharmaceutical Industries Limited which is a main competitor both in Asian and American market. In 2010, Sun Pharmaceutical’s deal with Taro Pharmaceutical Industries boosted Sun's dermatology and topical products in U.S which might deeply affect Haw Par’s extension market. Generally rivalry among existing firms is high (Hoover's, 2011). 1.3 Competitive Strategies – Michael Porter’s Three Generic Strategies The general global economic climate took a favorable turn in 09-10, boosting the consumer confidence. On the other hand, the competitive environment of the business is challenged by the intense competition and rising costs (PM Danzon, 2000). To enhance the performance of the business, Haw Par had responded “by introducing more products that will appeal to a larger group of consumers and by conducting more intensive marketing” (Wee Cho Yaw, 2010). The generic strategy adopted by the business is focus differentiation. The business focused on...
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