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MARKETING STRATEGY

Source: www.tanabe.co.jp
Topic: Marketing Strategy

Sort Desciption: The Companys fundamental marketing strategy in its ethical drug ... Marketing Strategy Department. The idea behind this restructuring was to build a ...

Content Inside: 6 TANABE SEIYAKU CO. LTD. MARKETING STRATEGY The pharmaceutical industry is in a period of unprecedented change and to achieve continued growth in the years ahead flexible marketing activities that reflect ongoing changes in the operating environment will be indispensable. To augment its ability to make a contribution to progress in medical care in this challenging setting Tanabe is working to bolster its ethical drug operations with its activities guided by the slogan Marketing Innovation. We will continue to stress focus and emphasis to enhance our marketing capabilities while at the same time rebuilding our organizational management. EXPANDING SALES OF STRATEGIC PRODUCTS WITH FOCUS AND EMPHASIS The Companys fundamental marketing strategy in its ethical drug operations its core field of business calls for selecting products with distinctive strengths for intensive marketing activities focused on specific target markets. In the year under review we continued to implement aggressive marketing activities for six strategic productsimidapril (Tanatril) an ACE inhibitor for the treatment of hypertension; nicergoline (Sermion) a cerebral circulation and metabolism ameliorator; bisoprolol (Maintate) a selective 1 antagonist; diltiazem (Herbesser) a calcium antagonist for the treatment of angina pectoris and hypertension; ecabet sodium (Gastrom) an agent for treating gastritis and gastric ulcer; and fluvastatin (Lochol) an agent for treating hypercholesterolemia. In addition two products launched in the previous fiscal yearCeredist an agent for treating spinocerebellar degeneration and Talion a selective histamine H 1 antagonist for treating allergic disordersare earning positive evaluations in the marketplace and recorded sales in the year under review that exceeded forecasts. To further strengthen our focus strategy in April 2002 we selected four productsTanatril Talion Gastrom and Locholas strategic products that will be the subject of even more targeted mark ...

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