In this chapter a basic apprehension of how the pharmaceutical industry will be defined and which theoretical accounts will be used to analyze it will be given to the reader.

1.1 Definition of Industry

The most of import definition of industry was given by Michael Porter in 1979: a “ group of rivals bring forthing replacements that are close enough that the behavior of any steadfast affects each of the others either straight or indirectly. ”

Subsequently, Porter defined the term more exactly as “ a group of companies offering merchandises or services that are close replacements for each other, that is, merchandises or services that satisfy the same basic clients ‘ demands. ” This new definition emphasizes the importance of industry boundary lines and industry ‘s function as a market provider or manufacturer of goods and services, as distinguished from a market, defined as a consumer of goods and services.

Furthermore, indoors every industry there are groups of companies that follow similar schemes, defined by Michael S. Hunt in his unpublished 1972 Ph.D. thesis as strategic groups. Between these groups there are differences in entry barriers, dickering power with purchasers and providers and accomplishments and resources. Strategic groups compete against each other within the industry as a consequence of these differences.

1.2 Models to Analyze the Industry and Its Environment

The literature agrees that comprehension of the industry construction is indispensable to developing a house ‘s scheme and has a greater consequence on the house ‘s public presentation than whether it is business-specific or corporate-parent. The comprehension of the construction requires analyses of the industry ‘s life rhythm. It besides requires bit-by-bit political, legal, technological, societal and economic analyses every bit good as the five drive forces of concern, provided by Michael Porter. By using these analysis techniques, it is besides possible to expect alterations in industry competition and profitableness over clip.

1.2.1 Industry Life Cycle Analysis

There are different stages during the development of an industry. Every stage is characterized by a different environments which make competition assumes different the signifier. Through analyzing the life rhythm, the industry realizes its interest in the market and its influence on consumers. The industry life rhythm theoretical account includes four different stages: debut, growing, adulthood and diminution.

The first stage, called debut, is characterized by a low demand, whereas monetary values are high as a effect of house ‘s inability to recognize economic systems of graduated table. For this ground net incomes are low and losingss are possible due to high sum of investings in new classs. Barriers to entry are primary based on engineerings and competences. Strategy is focused chiefly on R & A ; D and production, with the end of heightening freshness and quality. Rivals, attracted by the lifting demand, effort to retroflex the new merchandise.

In the 2nd stage, growing, the usage of the merchandise is extended, demand grows, monetary values decline due to economic systems of graduated table, barriers to entry are lower and the menace of new entry is high. At this stage the engineering is normally non sole belongings of one or more houses, and the primary reaction to competition is marketing outgo and enterprises ; net incomes are non really high because monetary values decline as rivals enter the market.

There is a passage period, or shake-out, between the 2nd and the 3rd stages. The shake-out involves happening and utilizing all investing chances, because the market is close impregnation and demand grows more easy.

In the 3rd stage, adulthood, market growing is low or non-existent, and the focal point displacements to deriving market portion ; demand is represented merely by the permutation of merchandises, investing in R & A ; D decreases and there is small invention.

In this stage houses seek cost decreases, and competition is based chiefly on advertisement and quality because of the low distinction between merchandises. Large houses get smaller participants, while others are forced to go out. As a effect of high barrier to entry, the menace of new entrants are low.

The last stage is decline, so called because of the continued diminution in demand. Industries arrive at this phase for a assortment of grounds. These include a alteration in societal behaviors, demographic alterations, international competition, technological inventions and increased client cognition. The purchasing procedure is based chiefly on monetary value instead than invention. As a consequence, net income and grosss decline, and the industry as a whole may be supplanted.

1.2.2 PEST Analysis

The word “ PEST ” is an acronym of several facets that influence concern activities at any given minute. An industry operates under Political, Economic, Social and Technological conditions. These conditions are identify and analyzed utilizing the PEST Analysis technique. Due to their independent influence on any industry, it is indispensable that each be considered separately.

The political facet of analysis encompasses assorted factors that influence concern activities in a given state at several degrees: national, sub-national and supranational degrees. These include trade policies control imports, exports and international concern spouses, authorities ownership of industry, attitude toward monopolies and competition and trade policies.

Hence, failure to see these policies may ensue in loss of gross due to revenue enhancements or punishment fees. Government stableness is besides really of import, because it eradicates the hazards associated with wars and struggles. For an industry to boom, political stableness must be sturdy ; otherwise, gross revenues and concern activities will be unsure, and investors will lose involvement. The internal political issues in any state influence the running of industries.

Politicss based on race or faith may specify the class for certain industries, particularly if an industry falls short of political outlooks. Elections and alterations in leading besides act upon an industry ‘s strengths and chances and therefore should be considered during the analysis. In add-on to internal issues, international force per unit areas and influences may impact some industries, such as environmental debasement or merchandise safety.

Another factor is terrorist act. Though uncommon in many states, hapless or unstable administration may pull terrorist activities, vengeful or otherwise, which can hold inauspicious effects on the industries runing in that state. All these issues may act upon industry and steadfast enlargement and industry attraction from interest holder ‘s point of position.

The economic facet of analysis includes many factors. The first factor to see is the current economic state of affairs and tendencies in the state in which the industry is based. Companies should observe rising prices and economic diminution so that when it comes to puting, they can avoid being financially affected. Failure to make this consequences in an economically unsighted platform that may do the industry ‘s sudden prostration.

Another factor to see in analysis is taxation rates. When there are high revenue enhancement rates in a given state, price-based competition may impact a given industry in the international market. International economic tendencies are besides really of import, because they define currency exchange rates, imports and exports.

Other factors to see are consumer outgo and disposable income and, eventually, legal issues, including all trade statute law in a given state and other legal ordinances that inhibit or promote enlargement of concern activities. Besides to be considered are consumer protection Torahs, employment Torahs, environmental protection Torahs and quality standardisation ordinances. Industrial Torahs modulating competition, market policies and guidelines besides play an of import function in act uponing industry ‘s stableness and future enlargement possibilities.

When sing the societal facet, factors including demographic alterations, displacements in values and civilization and alterations in life style are of import to observe so as to strategize on enlargement and growing. Certain factors, such as media and communities, influence an industry ‘s growing and returns.

Brand name and corporate image are besides really of import in act uponing growing and returns since they shape client trueness and stockholder investing. The media ‘s positions on certain industrial merchandises should be incorporated into the analysis, as should consumer attitudes and esthesia to “ green ” issues, that is, issues that affect the environment, energy ingestion and waste and its disposal.

A company ‘s information systems and internal and external communications should besides be analyzed to guarantee that it keeps gait with its rivals. Other factors are the policies modulating instruction, wellness and distribution of income, all of which, in the long tally, influence consumer usage of merchandises.

The technological facet of analysis encompasses a assortment of factors. In add-on to developing engineerings, all associated engineerings, along with their invention potencies, velocity of alteration and acceptance of new engineering, should be analyzed for a proper rating of the industry.

Other technological factors are transit, waste direction and online concern. The degree of outgo on R & A ; D should besides be considered in order to procure the industry ‘s competitory place to forestall losingss and prostration.

1.2.3 Porter ‘s Five Competitive Forces Analysis

Porter ‘s theoretical account, as described by Kay, is an development of the Structure-Conduct-Performance paradigm conceived by Edward Mason at Harvard University in the 1930s and detailed by Scherer in the 1980s. , The theoretical account aims to find the strength of industry competition, major issues in finding scheme and whether an industry is attractive or non.

Porter identified five competitory forces that act on an industry and its environment: menace of entry, strength of competition among bing rivals, menace of replacements, dickering power of purchasers and dickering power of providers.

The first competitory force, menace of entry, refers to the menace of new entrants in an established industry or acquisition to derive market portion. Chemical reactions of participants and barriers to entry are the chief factors used to set up whether the menace is high or low. Six major entry barriers have been identified:

aˆ? capital required to vie in the industry ( particularly in hazardous industry, such as advertisement or R & A ; D )

aˆ? shift costs

aˆ? entree to distribution channels

aˆ? economic systems of graduated table

aˆ? cost disadvantages independent of graduated table, such as patents, entree to know-how, entree to limited resources, favorable locations, authorities subsidies or policies and larning or experience curves

aˆ? merchandise distinction

aˆ? expected revenge from bing houses against the new entrants

Strong barriers to the entry of new houses enable a few houses to rule the market and thereby influence monetary values.

The 2nd force is strength of competition among bing rivals. Rivalry takes topographic point when one or more houses inside an industry attempt to better their place utilizing tactics such as monetary value competition, new merchandise debut or new services. Rivalry depends on several factors: figure and size of rivals, industry growing, merchandise features ( which determine whether the competition is based on monetary value or distinction ) , cost construction, issue barriers, diverse rivals, operative capacity and high strategic bets.

If an industry is inhibited, so houses will see troubles when seeking to spread out. The growing of foreign competition and the corporate bets should besides be included in the analysis.

Menace of replacements is the 3rd forces. Substitutes are those merchandises manufactured by other industries but functioning the same intents as the initial merchandise. These utility merchandises cause the demand to worsen. The deductions are reduced net incomes and decreased market bid by the original capital investor. This is of peculiar importance when the purchaser has no shift costs and can easy compare merchandises in footings of monetary value and efficiency.

Dickering power of purchasers is the 4th force. High dickering power places weak houses inside the industry, coercing monetary value down, heightening competition between industry participants and ensuing in bargaining for higher quality or services. This power is peculiarly high under certain conditions, such as few and specific purchasers, uniform merchandises, low shift costs, the possibility of backward integrating and information about demand and the handiness of market monetary value to the purchasers.

Furthermore, dickering power is high if merchandise quality is non a important factor of decision-making and if what the purchaser is geting is a modest fraction of his entire costs. Dickering power is even higher when the purchaser is a retail merchant or a jobber able to act upon the consumer ‘s buying determination.

The fifth and last force is the dickering power of providers. This can move on the industry in several ways: raising monetary values, take downing quality or favoring some purchasers. Supplier power can be divided into several elements.

One of these elements is supplier concentration. Suppliers are in a stronger place when there are few providers, shift costs are high, the industry they are functioning history for a little fraction of their concern or their merchandises are an of import portion of the purchaser ‘s concern. The dickering power of providers is low or non-existent when there are utility merchandises. Last, purchase volume and the provider ‘s influence on cost are really of import.

2. Pharmaceutical Industry Analysis

A general overview of the pharmaceutical industry is the primary aim of this chapter. First, this chapter will specify the industry in order to place the chief participants in the pharmaceutical market. Second, utilizing the instruments and theoretical accounts described in the first subdivision, it will foreground the chief features of the industry and the factors that influence it.

2.1 Definition of Pharmaceutical Industry

The pharmaceutical industry is composed of companies developing, fabrication and selling merchandises licensed for usage as medicines. Their end is to forestall, name or handle diseases. A medicative merchandise, besides called a pharmaceutical, harmonizing to the EU, is an exogenic substance or a combination of exogenic substances that can be organic or inorganic, natural or man-made, and able, one time inside the human or carnal organic structure, to modify physiological maps or to do a medical diagnosing through physical, chemical or physicochemical action.

This industry is subdivided into two sub-industries characterized by different concern theoretical accounts and participants: prescription and OTC pharmaceuticals. Prescription pharmaceuticals, besides referred to as “ Rx, ” are medical specialties that are available to the consumers for purchase in a pharmaceutics or drug shop merely with a prescription from a doctor or administered merely in infirmaries.

These medical specialties mark specific diseases and, hence, are prescribed for and used by one individual merely. OTC pharmaceuticals are alternatively used by more than one individual which present the same symptoms in the same or in different clip. These medical specialties are available to the consumer at every clip and the consumer do n’t necessitate any prescription from a doctor for purchase.

Furthermore, inside this industry there are two types of houses: Big Pharma and Biotech. These two types, despite being in the same concern, vary in several ways: IP, drug methodological analysis, outgo and productiveness of R & A ; D. The primary drug R & A ; D techniques used by Big Pharma houses are chemoinformatics and in silico showings. Biotech houses are companies that use biotechnology in R & A ; D.

Biotechnology, harmonizing to the Organization for Economic Cooperation and Development, is “ the application of scientific discipline and engineering to populating beings, every bit good as parts, merchandises and theoretical accounts thereof, to change life or inanimate stuffs for the production of cognition, goods and services. ”

By and large, Biotech houses tend to hold a strong academic civilization, are more risk intervention and spend less than half what Big Pharma spends on R & A ; D ; in 2004, Biotech houses spent $ 20 billion, versus $ 50 billion spent by Big Pharma. Generally, a Biotech merchandise has multiple IP covering industry, preparation and stableness, as opposed to Big Pharma IP, which covers merely the merchandise, leting generics to be produced rapidly.

While they may look to hold the same phenotype, their genotypes are distinguishable, so much so that they can be considered two industries, as stated by Arthur D. Levinson, Chairman and CEO of Genentech. However, this differentiation is non ever clear, as many Biotech and Big Pharma houses are loanblends to changing grades.

The focal point of this thesis are Large Pharma involved in the development of prescription pharmaceuticals to handle and forestall human diseases in the EU market.

2.2 Analysis of the Pharmaceutical Industry

The intent of this chapter is to supply a brief overview of the pharmaceutical industry lifecycle and look into the major force moving inside it.

2.2.1 Industry Lifecycle Analysis

Peoples over the old ages have ever tried to detect diseases causes and to happen redresss against it. The most complete medical trial, the Ebers Papyrus, is dated 1550 BC and it was written by Egyptians. However, the industrial production of drugs day of the months back to the twelvemonth 1827 when Heinrich E Merck in Germany founded the first company for the production of cocaine and morphia. This event started the debut stage of the pharmaceutical industry in Europe.

In Europe, this industry was born in different manner, reflecting the different strategic groups inside it. In the German-speaking states, pharmaceutical companies were born as a subdivision of the chemical industry, with houses like Bayer and Hoechst in 1863, BASF in 1865 and Schering in 1871 in Germany, and CIBA in 1884 and Sandoz in 1886.

Merely Hoffman-La Roche in 1894 in Switzerland was originally a drug house. On the other manus, in Italy, France and the UK companies were born from little store pharmaceuticss, such as Glaxo which traces its beginnings to a pharmaceutics in Plough Court in 1715. During the 1800s many compounds were already being isolated, but none was being synthetically produced.

The first man-made drug was Phenacetin, produced by Bayer and commercialized in 1888. Ten old ages subsequently Bayer commercialized Aspirin, which marked a milepost in the pharmaceutical industry. Many houses rose to prominence in the 1920s-30s with these sorts of pharmaceuticals, but besides with a new category of pharmaceuticals: vaccinums and serums.

During the Second World War II the demand for drugs increased and mass production started, chiefly with drugs such as antibiotics ( penicillin, streptomycin and fradicin ) and sulphonamide. The handiness of these drugs dramatically changed the quality and the mean life-span of people. In this period the German pharmaceutical industry, a leader along with the Swiss in pre-war times, was taken over by American houses who came to Europe to taking advantage of the status of the continent after the war.

The period 1950-60 was the start of the industry ‘s growing stage, and this saw a proliferation of new drugs and high return to drug find. New drugs included tranquillizers such as MAO inhibitors in 1952, anti-tuberculosis drugs such as Isoniazid in 1952 and unwritten preventives in 1956. Other finds included Librium in 1960 and Valium in 1960. The latter was sold from 1963 and subsequently became one of the most prescribed medical specialties in history before contention emerged over its nexus to addiction and dependence.

In the 1950s, statute law was put in topographic point to modulate the industry, chiefly touching on labelling and blessing by wellness governments every bit good as pulling differentiations between non-prescription and prescription medical specialties. In this seemingly unstoppable procedure of pharmaceutical patterned advance and optimism the industry was stalled by a play refering one drug sold in Europe and Japan, Thalidomide.

This drug, synthesized in Germany in 1954, was introduced to the market to handle the symptoms of forenoon illness and sickness in pregnant adult females. Between 1954 and 1960, it caused around 5,000 and 10,000 terrible malformations in babies. In fact, the drug had non been sufficiently tested on animate beings to measure its safety, and after this disclosure, in an effort to better modulate the industry, drug inadvertence governments were established to exert control over the industry.

The World Medical Association met in Finland and issued the Declaration of Helsinki, puting the criterions for clinical research. Among other things, the declaration stated that pharmaceutical companies must turn out the efficaciousness of a new drug in clinical tests before let go ofing it to the market, and topics must accept to experiments done to prove the efficaciousness of drugs in clinical surveies.

The industry remained little up to the late seventiess. Two events characterized the seventiess. First, chemical production for natural stuffs and early intermediates shifted out of Europe to moo cost finishs such as India and China which subsequently began bring forthing active pharmaceutical ingredients and eventually non-patented pharmaceuticals. Second, there was the birth of biotechnology.

This new scientific discipline had its roots many old ages before with the find of the dual spiral in 1953 by Watson and Crick, which followed the progresss in molecular genetic sciences, recombinant DNA engineering, and molecular biological science. Until so, drugs in commercialism were produced by extraction from natural substances or chemical synthesis.

These new techniques of molecular biological science marked the birth of a new industry which became a rival to and a replacement of the pharmaceutical industry. This new industry was pioneered by houses like Genentech and Amgen which introduced radical drugs such as Epogen and recombinant human insulin.

In the 1980s, statute law was passed in most European states necessitating attachment to strong patents for both the pharmaceutical merchandises and their production processes. There were besides new ordinances such as the debut of the Good Clinical Practices, which were guidelines modulating moralss and the dependability of clinical surveies.

In Europe, several provinces besides initiated wellness care organisations and managed attention in an attempt to restrict lifting medical costs, and a penchant for preventative instead that healing medicine took root.

As the industry entered the 1990s, new finds and undertakings, such as the Human Genome Project 1990, changed the concern environment. Besides, there was a immense moving ridge of M & A ; A to construct on synergisms. This included Ciba-Geigy and Sandoz organizing Novartis, Hoechst and Roussel-Rhone Poulenc-Rorer forming Aventis and Glaxo Wellcome and SmithKline organizing GlaxoSmithKline.

In this manner, the fabrication of pharmaceuticals came to be concentrated in Western Europe and North America, with dominant houses and a few little companies that produced drugs in each state. The major European companies are still the dominant participants non merely in Europe but besides in the planetary market. They include Novartis of Switzerland, Bayer of Germany, GlaxoSmithKline of the UK, Hoffman-la Roche of Switzerland and AstraZeneca of UK/Sweden.

As the European pharmaceutical industry entered the twenty-first century, marks of the growing stage have become even more apparent. This has been characterized by intense selling to doctors and cyberspace commercialism. This, in portion, has been facilitated by the liberalisation of selling regulations necessitating presentation of hazards every bit good as the advertisement message. Internet has enabled the direct purchase of natural stuffs by the makers.

The development of drugs has moved from the hit-and-miss attack to research and informed find. Alternate medical specialties and lifestyle medical specialties have presented new challenges and chances and have raised the degree of competition in the industry.

The ageing population in western European economic systems has increased chances for raising grosss. In fact, because of the ageing population in the developed economic systems, drug ingestion will increase since the aged have a higher frequence of undertaking diseases than younger people. New epidemics, such as the recent H1N1 grippe eruption, continue to buffet the universe population, and increased globalisation makes them distribute more rapidly than of all time.

As the industry advances through the growing stage, companies are set abouting research and development enterprises both to develop new drugs and better production procedures. Further, the increased function of state-supported medical strategies across Europe, every bit good as other state-managed wellness plans around the universe will greatly increase the range of health care, widening it to more of the in-between category and the hapless who constitute the larger portion of the population in most states.

As the medical plans continue to derive efficaciousness, the gross revenues of pharmaceutical houses are expected to turn. In add-on, the emerging economic systems like Brazil, Russia, India, China, Turkey, Mexico, and South Korea will add to possible consumer Numberss in the industry for European makers.

Together, these states constitute a immense percentuage of the universe ‘s population, intending that their entry into the high income class will no uncertainty present an tremendous potency market for pharmaceutical merchandises.

In fact, the growing in these markets is expected to make 14-17 % by 2014, compared with merely 3-6 % growing in the developed markets. Thankss to understandings signed by the Asia-Pacific and Europe authoritiess refering liberalisation of the Asia-Pacific pharmaceuticals and investings market, many companies have already started to set up relationships with emerging markets.

An illustration is GlaxoSmithKline, who partnered in 2009 with India ‘s Dr. Reddy Laboratories. GlaxoSmithKline will administer the drugs manufactured and supplied by Dr. Reddy in Africa, the Middle East, Asia-Pacific, and Latin America.

Even with these last considerations, the European pharmaceutical industry has merely a limited opportunity of come ining the adulthood stage of the rhythm. The barriers to entry are so great that they choke any new entrant in about every aspect of operation: in research and development, in merchandise distribution, and in conformity with regulations and ordinances.

In fact, this industry has complex fabrication capablenesss which are difficult to retroflex, and are protected by manner of patent, every bit good as immense consumer fond regard to preferred trade names from specific companies, frequently informed by experience. Furthermore Europe generic incursion is really low ( less than 10 % in entire ) . Thus the industry might stay in the growing stage for a considerable clip.