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Comparative analysis of markets attractiveness in pharmaceutical sector between developed markets (Germany as role model) Vs emerging markets (KSA as role model), highlighting selected pharmaceutical segments in both countries.

  • As prerequisite to final graduation of my master in international business management MBA at Business School, Hochschule Furtwangen University, I conducted this Thesis but also as a practical business case that match with the nature of my master’s focus of international business and could be used in real life. I put myself as a member of project’s managing team for a pharmaceutical company, this team as a part of strategic decision-making process is responsible about assessing different potential international markets and segments as a part of the company plan to expand their operations, tape and penetrate new markets. Narrowing down the options to two geographic markets (Germany & Saudi Arabia) and two pharmaceutical segments (Diabetes& OTC), starting this assessment with macro analysis (PESTEL) of Germany and Saudi Arabia followed by micro analysis (Porter’s five forces) of the pharmaceutical industry in the two markets of concern, having more in depth review of the two potential segments in each individual market then head to head attractiveness comparative analysis of the two potential segments in the two potential countries showing the pros and cons for each of the potential available opportunities and finally reach a conclusion to solve this business scenario. In order to satisfy both scientific research basis and business need I utilized Data from both peer reviewed articles, reports from highly trusted international institutions and organizations for their data accuracy and few theoretical books. Limitation of this paper: taking in consideration that some relevant data i.e., regarding specific market profitability are not accessible due to either company’s confidential policies or data consolidation for example the financial statements of Bayer, the pharmaceutical company shows consolidated data combining Europe and middle east allowing no possibility(for outsider) to directly compare profitability of each specific country, here in our research Germany and Saudi Arabia, also I tried my best to use the most recent accessible data , but some of the most updated relevant data is out of my reach either due to confidentiality or it is paid data that requires funding resources not available in my case as I am doing this Thesis independently not in partnership with a company, these limitations might to some degree affect the precision of the final conclusion.

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Author:Hady Afifi
Referee:Marc Peter RadkeGND
Document Type:Master's Thesis
Year of Completion:2022
Granting Institution:Hochschule Furtwangen
Date of final exam:2022/02/28
Release Date:2022/02/14
Tag:Comparative analysis; Diabetes segment; Market attractiveness; OTC segment; Pharmaceutical Industry
Page Number:58
Degree Program:MBA - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt