Overview:
The European animal health market is worth $3.3 billion, but each of the 15
national markets has its own structure, distribution routes, buying culture and
regulatory environment - this represents 15 sets of challenges and
opportunities.
This report will explain:
- how to apply the latest marketing techniques to increase your returns from
this profitable but complex market
- the unique features of each of the 15 national markets
- how your competitors have developed their marketing strategies across
Europe, the threats and opportunities that these represent and what you can
learn from their successes and failures.
Animal Health Marketing Strategies in the EU features:
- Market sizes and product sector breakdowns for the 10 largest markets,
allowing you to prioritise your marketing investment
- Flow charts illustrating distribution routes for animal health products in
the 15 member states, enabling you to optimise your strategy for market
penetration and development
- An analysis of the market drivers and constraints in each country, informing
you of what makes each market unique
- Details of the regulatory environment in all 15 country markets
- Case studies of how 13 major animal health companies have used different
marketing strategies across Europe to maximise their returns in these diverse
markets
- A clear exposition of the principles of marketing, explaining how analytical
techniques such as SWOT analyses, Product Life Cycles and Porter's Five Forces
can be applied to the challenges faced by senior managers in the animal health
industry.
Executive Summary:
The 15 Member States, which presently form the European Union (EU), generate
nearly a quarter of the global animal health market. Five countries, France, the
UK, Germany, Spain and Italy, dominate the regional market, accounting for 80%
of the EU sales total.
The leading global animal health companies have increased their market shares
in the region over recent years through mergers and acquisitions accomplished at
global level. At the same time, multinationals have pursued the acquisition of
local companies in key European markets filling geographical gaps. The top five
companies in the EU (Intervet, Merial, Pfizer, Bayer and Schering-Plough),
generated half of the region's total animal health sales in 2001, while the top
ten accounted for three quarters.
The report describes in detail the regulatory environment, market sizes and
breakdowns the distribution routes for veterinary products for all 15 Member
States. It also looks at specific national issues, such as price levels of
animal health products, and future prospects.
An overview of marketing management is presented. The product life cycle with
its distinct phases of sales and profit history is described, as well as the
time needed for an animal health product to reach a profitable state after the
research and development phase. Operational marketing and strategic marketing
are defined and explained in the context of the animal health industry.
The report concludes with a chapter of case studies, in which the overall
strategic approaches of the 13 leading animal health companies in the EU are
looked at, and some specific examples of marketing tactics for each case are
examined.
Contents:
- Chapter 1 Introduction
- Chapter 2 Regulation of the marketing of animal health products
- Chapter 3 The markets
- Chapter 4 Marketing management
- Chapter 5 Case studies
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