Location: Stowe, Vermont
Dates:
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November 4 - November 5, 2008
In today's increasingly competitive and regulated pharmaceutical industry, successful marketing performance and company growth are directly linked to being able to understand and out-market your competitors. The winners in this aggressive and rapidly changing healthcare environment, where overall growth potential is likely to be limited, will be those who successfully leverage competitive advantage to gain market share from opponents.
System 400 will demonstrate practical techniques to ensure that your company and its products are the winners.
This action-oriented seminar focuses on competitive marketing strategy in the pharmaceutical industry. It is essential training for a wide range of marketing, sales and general managers.
Key Benefits of Attending
At this seminar you will have the opportunity, using numerous examples, case discussions and business simulations, to cover these important issues:
- The Strategy Formulation Process
- A Marketing-Oriented Strategic Planning Model
- Pharmaceutical Life Cycle Management
- Segmentation & Positioning Analysis
- Customer & Competitive Intelligence
- Profit Impact of Market Strategy (PIMS)
- Multifactor Portfolio Matrix Modeling
- Diversification/Growth Strategies
- Competitive Marketing Strategies & Tactics
System 400 – Program Overview
The importance of strategic marketing is demonstrated through case examples. You will learn to evaluate business unit strength, select strategies to improve performance, and implement the steps required to put competitive marketing strategy into action.
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Is your company adept at developing competitive strategy?
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Does your company gather and analyze competitive strategic information?
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Are you aware that 95% of all competitive intelligence is legally accessible?
This seminar provides a comprehensive set of checklists, tools and source lists for developing competitive intelligence programs.
Multifactor portfolio matrix grids are utilized to evaluate product/market attractiveness. A pharmaceutical adaptation of the Boston Consulting Group growth-share matrix is demonstrated.
One of the key determinants of profitability is industry attractiveness; the factors that determine attractiveness, including industry structure, supply entry & mobility barriers and distribution channels that affect the pharmaceutical industry are analyzed.
Gaining above-average performance through sustained competitive advantage is the second key determinant of profitability. Techniques for evaluating and strategies for developing sustained competitive advantage are presented.
Competitive marketing strategies that drive sales, advertising and promotion, distribution and pricing tactics will be presented.
Life cycle management strategies for emerging, mature and declining products/markets will be presented. Strategies for market leaders, market followers and nice products and businesses are highlighted.
Who Should Attend
System 400 provides critical information and is especially designed for those involved in decision-making relevant to, and impacting on, the competitive situation of the firm. It will be of particular interest to senior marketers responsible for corporate/marketing planning, marketing strategy development, business development (co-marketing & co-promotion) and licensing.