3. Sales and Marketing Strategy
Mulinari (2016) describes the goals of pharmaceutical marketing are to influence how prescribers, payers, and patients view the efficacy, safety, and cost-effectiveness of drug, through their promissory claims. In the period of disruptive innovation, pharmaceutical companies continue to focus on their sales and marketing value chain as a driving force for winning the market.
However, many pharmaceutical companies including Eisai are still utilizing a traditional sales and marketing concept. Eisai heavily relies on their sales force to promote the product to doctors in a traditional way and puts the sales force as key resources for generating sales, supported by a Sales Force Effectiveness training and sponsorship…show more content… Eisai’s SWOT Analysis
E. Summary and Conclusion
It is concluded that, even though Eisai is facing various challenges from internal and external forces which result in declining performance for the last five years, the company is building resources that could be a significant opportunity and add value to the future business. Eisai global strategy to sustain the business in the turbulence time and to strengthen its value chain can be summarized by using the SWOT Analysis (Figure 5).
Eisai has been 80 years in pharmaceutical business and 50 years as a global player, with a strong performance in the past. That build positive image to get financial stability and helps in supporting all future investments.
Eisai has a broad product pipeline with some strong brand, as it adopts the Drug Life Optimization (DLO) and not only the traditional Product Life Cycle (PLC), to gain more value through strategies that build and promote a drug's brand throughout its entire lifespan.
Eisai is now moving towards a more diverse portfolio and building the oncology business by acquiring MGI Pharma and joining the growing oncology market, as a new source of
A Successful International Merger in India:
GlaxoSmithKline pharmaceutical industry
Table of Contents:
Part I –Introduction
Research Objective and justifications
Part-II Industry Description