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Main Qs Pharmaceutical Industry Landscape

competitors Identifi es incumbent competitors and their Who are our competitors? Who are the dominant › Several large and medium size players compete in pharma
(incumbents) relative strengths players in our particular sector? What are their › Most players are struggling with empty product
competitive advantages or disadvantages? Describe pipelines and low R&D productivity
their main offers. Which Customer Segments are they › Growing trend toward consolidation through mergers must the value
focusing on? What is their Cost Structure? How much and acquisitions proposition change to which part of the
infl uence do they exert on our Customer Segments, › Major players acquire biotech, specialty drug developers for which parts of accommodate shifts in pharma industry
Revenue Streams, and margins? to fi ll product pipeline the industry value the industry (e.g. the offers the greatest
› Several players starting to build on open innovation processes chain should key growing importance earnings potential?
partnerships be built of biotech fi rms)?
new entrants Identifi es new, insurgent players and determines whether Who are the new entrants in your market? How › Little disruption of the pharmaceutical industry over the as opposed to develop-
(insurgents) they compete with a business model different from yours are they different? What competitive advantages or last decade ing key resources and
disadvantages do they have? Which barriers must they › Main new entrants are generic drug companies, particularly activities in-house?
overcome? What are their Value Propositions? Which from India
Customer Segments are they focused on? What is their
Cost Structure? To what extent do they infl uence your
Customer Segments, Revenue Streams, and margins? KP KA VP CR CS
substitute products Describes potential substitutes for your offers—including Which products or services could replace ours? How › To a certain extent, prevention represents a substitution
and services those from other markets and industries much do they cost compared to ours? How easy it is for for treatment
customers to switch to these substitutes? What business › Patent-expired drugs replaced by low-cost generics KR CH 205
model traditions do these substitute products stem from
(e.g. high-speed trains versus airplanes, mobile phones
versus cameras, Skype versus long-distance telephone
companies)? C$ R$
›
suppliers and other Describes the key value chain incumbents in your market Who are the key players in your industry value chain? › Increasing use of research contractorsIncreasing use of research contractors
value chain actors and spots new, emerging players To what extent does your business model depend ›
› Biotech fi rms and specialty drug developers as important Biotech fi rms and specialty drug developers as important
ne
on other players? Are peripheral players emerging? new product generatorsw product generators
Which are most profi table? › Doctors and healthcare providersDoctors and healthcare providers could suppliers
›
› Insurance companiesInsurance companies
› such as research
› Bioinformatics providers growing in importanceBioinformatics providers growing in importance
› contractors turn
› into competitors? is it necessary to
› LaboratoriesLaboratories
acquire smaller which of the key
stakeholders Specifi es which actors may infl uence your organization Which stakeholders might infl uence your business › Shareholder pressure forces drug companies to focus fi rms to fi ll product
and business model model? How infl uential are shareholders? Workers? on short term (quarterly) fi nancial results pipelines? resources emerging
among new actors in
The government? Lobbyists? › Governments/regulators have a strong stake in the actions the value chain need to
of pharmaceutical companies because of their pivotal role be developed in-house
in healthcare services (e.g. bioinformatics)?
› Lobbyists, social enterprise groups and/or foundations,
particularly those pursuing agendas such as low-cost
treatments for developing countries
› Scientists, who represent the core talent of the drug
manufacturing industry

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