Pharmaceuticals R&D India and China

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MBA企业调研报告

MBA Business Research Report

标题:诺和诺德制药有限公司在中国的战略分析 Title:Analysis of Novo Nordisk Pharmaceuticals Company’s Strategy in China 姓名Name :陈剑锋 (CHEN Jianfeng)

学号ID Number :20092711001

指导老师 Supervisor :杨晓燕

Guangdong University of Foreign Studies
2010年10月08日

教师评语及分数 Tutor’s Comments and Grade

签名 signature
时间 Date 2010-

Abstract

In this case report we will try to analysis the detailed strategic options for Novo Nordisk as a top human Insulin provider to sustain its growth internationally. We will give comments for our recommendations and evaluate the VRIO Framework of the internal organization and provide a clear Five Forces Analysis.

Novo Nordisk is a Denmark based Bio-Pharmaceuticals giant that has been one of key company which shaping diabetes care industry was known by health care professional Novo Nordisk has occupied one third European and Latin America insulin markets. The company now has high ambitious to enter into Asian market especially China Market in the coming five years.

We have developed one strategy base on its Marketing strategy and China actual diabetes healthcare situation for management to consider. We divided Our strategy into two parts, one is maintain the leading position in Insulin market ( Novo Nordisk ), another is to expand the market share of oral anti-diabetes. Follow the strategy we will suggest NN should segment the Market into different tier of cities within China, at the same time NN may need to differentiate the strategy of Insulin with oral anti-diabetes drug.

Key words: Novo Nordisk Strategy Diabetes Pharmaceuticals

Table of Contents:
1. ………………………………………………………………………….. Abstract 2. ,,,,,……………………………………………………….Mission & Objectives 3. ..........................................................................................NN strategic objective 3.1…………………………………………Integrative insulin treatment line 3.2…………………………………………Leading hospitals penetration rate 3.3………………………………………………National refrigerated supply chain 3.4………………………..………………………………………….….R&D capacity 3.5………………………………………Strong relationship with health authority 4. .……………………………………………………….………5 Force Analysis 4.1………………………………………………………………..Competitors 4.2……………………….……………………………..Threats of Substitutes 4.3………………………………………………………The threats of new entry 4.4……………………………………………………………………..Suppliers 4.5…………………………………………The bargaining power of customers -Table 2.1

5. …………………………………………………………..…Strategic proposal 6. ……………………………………..……Recommendation & Implementation

2. Mission and Objective of NN China

Novo Nordisk is a healthcare company and a world leader in diabetes care. In addition, Novo Nordisk has a leading position within areas such as haemostasis management, growth hormone therapy and hormone replacement therapy.

Novo Nordisk manufactures and markets pharmaceutical products and services that make a significant difference to patients, the medical profession and society. With headquarters in Denmark, Novo Nordisk employs more than 29,000 employees in 81 countries, and markets its products in 179 countries.

Novo Nordisk’s B shares are listed on the stock exchanges in Copenhagen. Its ADRs are listed on the New York Stock Exchange under the symbol ‘NVO’

Novo Nordisk (China) was established on 1994 and its Headquarter was set up in Beijing. NN China has set up its sale net work over China with affiliates or offices in 6 cities nationally. NN China has employed over 1,500 people in China.

Vision of NN
Our vision paints a picture of what Novo Nordisk wants to achieve as a company – our place in the market and our overall goals in relation to patients, society and employees.

3. NN’s Strategic Objectives

• NN gained marketing share in modern insulin market in strategic hospitals over 70% • The market share of OAD of NN in strategic hospital increase to 14%

• All product’s growth rate is...
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