Marketing strategies to be competent in bio similar market: case study of Actavis pharmaceutical

11/24/2011

ABSTRACT:

The present business environment is highly competitive and dynamic. In order to face the prevailing competition and become successful it is very important to adopt the marketing strategies in an efficient manner. Marketing strategy is the most important tool which the organization can utilize to overcome the threats and grab the new opportunities prevailing in the market. In order to making itself an important proficient element in the Bio similar market, lots of marketing aspects are involved to access innovative strategies that are present in the market. This study will help us to understand various potential regions of indemnification and evaluation. In order to adopt the innovative strategies the firms should also possess the sound financial background. Also should analyze the threats and opportunities available in different regions. Along with the implementation of the strategy it is very important to analyze it through effective control system so that if any deviation arises it can properly be detected and solved.

STATEMENT OF ORIGINALITY AND AUTHENTICITY:

ACKNOWLEDGEMENTS: This whole research process has been joy ride for the author. I would like to thank everyone who helped me to carry out my research and without their help it would have been difficult task.

First I would like to present my thanks to my supervisor ------ for his support and motivation throughout this learning process. He has been very patience and put his constant energy during this research.

I render my heart full thanks to those who participated in my survey for their take part in my research. Once more I thank to my mother and father for their belief that, through education we can make a better world for ourselves, and the world around us. I am thankful to all my friends for their promising help and enthusiastic encouragements in completing the dissertation.

TABLE OF CONTENT

Contents ABSTRACT:....................................................................................................................................2 STATEMENT OF ORIGINALITY AND AUTHENTICITY:.......................................................3 ACKNOWLEDGEMENTS: ...........................................................................................................4 TABLE OF CONTENT...................................................................................................................5 Contents...........................................................................................................................................5 Introduction......................................................................................................................................8 Background of the Study...............................................................................................................10 The playing Field of Bio-Similar...............................................................................................10 Bio-Similar Clinical Development through Regulation and Market Access:............................11 Background of the company:..................................................................................................12 Aims:......................................................................................................................................13 Objectives:..............................................................................................................................13 Research questions:................................................................................................................14 Rationale of the research:.......................................................................................................15 Scope of the research:.............................................................................................................15 ...............................................................................................................................................16 Hypothesis:.............................................................................................................................16 Research problem:..................................................................................................................16 Summary........................................................................................................................................17 Literature Review ..........................................................................................................................18

Inside Actavis Pharmaceuticals..................................................................................................18 Progressing Strongly......................................................................................................................18 Landmarks......................................................................................................................................19 Actavis chases bio similar drugs....................................................................................................20 Innovative Market Growth Strategies &Actavis: .........................................................................21 Competition, Innovation and Market shares..................................................................................22 Innovative Marketing Strategies and overall impact on Actavis...................................................23 Organisational Targets and Innovation..........................................................................................24 Generic drugs sales continue to climb...........................................................................................24 Macro and Micro Environmental Factors Influencing the Actavis Pharmaceuticals....................25 Micro Environmental.................................................................................................................25 COMPETITORS....................................................................................................................27 MACRO ENVIRONMENTAL FORCES:................................................................................28 DEMOGRAPHIC ENVIRONMENTS:.........................................................................................29 Research methodology ..................................................................................................................30 Broad Problem Area...................................................................................................................30 Antecedent.....................................................................................................................................30 Problem..........................................................................................................................................30 Consequences.................................................................................................................................31 Types of research:..........................................................................................................................31 EXPLORATORY RESEARCH:................................................................................................33 DESCRIPTIVE RESEARCH:...................................................................................................34 CAUSAL RESEARCH..............................................................................................................35 Positivist Paradigm.....................................................................................................................36 Phenomenological Paradigm......................................................................................................36 Primary Data..............................................................................................................................36 SECONDARY DATA:..............................................................................................................37 Interviews.......................................................................................................................................37 Unstructured Interviews.............................................................................................................38 IN-DEPTH INTERVIEWS:.......................................................................................................38 FOCUS GROUPS:.....................................................................................................................38

Structured interview...............................................................................................................39 Case study...............................................................................................................................39 Sampling........................................................................................................................................40 Quantitative research.....................................................................................................................42 Merits......................................................................................................................................43 Demerits..................................................................................................................................43 Chapter 4........................................................................................................................................45 Research Findings & Analysis:......................................................................................................45 DATA ANALYSIS:.......................................................................................................................45 Introduction:...............................................................................................................................45 Data analysis process: ...............................................................................................................46 Validity and reliability of findings:........................................................................................49 Research Findings & Analysis.......................................................................................................51 Conclusion & Recommendations..................................................................................................64 CHAPTER 6: References..............................................................................................................71 Questionnaire.................................................................................................................................75 Personal Information..................................................................................................................75

Chapter 1 - Introduction An explanation as to what the Major project is all about and why it is important. The research questions or hypotheses.2000 words

Introduction The bio-pharmaceutical companies have been seem tremendous demand due increase in demand for bio-similar products. Not like the enhancement of the generic edition of the general chemical based medicines or progenitor biologics, the commercialization and the development of bio-similar products tend to have unique and difficult undertakings that have pre requisites like planning of each step to gain timely results and their approvals, full market access and accuracy.

The companies carrying branded biologic product are battling for to maintain and uphold their market share to the increasing rivalry in bio-similar. In every case we can see that

feasibility and planning has to drawn out before the beginning of bio-similar programs to maintain its uniqueness that is originated from integration and tactical development plans, which is inclusive of inputs from key regulatory, clinical considerations, commercial consideration and expert analysis.

The present business environment is highly competitive and dynamic. In order to face the prevailing competition and become successful it is very important to adopt the marketing strategies in an efficient manner. Marketing strategy is the most important tool which the organization can utilize to overcome the threats and grab the new opportunities prevailing in the market. The efficient selection of the marketing strategies at the required time will provide the company the competitive advantage over the others in the market. Marketing strategies serve as the foundation to understand the needs and wants of the market and thus prepare a plan which will ultimately benefit the companies to achieve the pre-determined objectives. Marketing strategies involve the long term planning and is not the short term and involves proper analysis and planning. In this highly dynamic environment the strategies so prepared are also dynamic enough so that it can be effectively changed as per the circumstances. (Baker, 2008)

Various marketing strategies being used by the business houses are prepared after careful scanning of the internal and external environment of the company. The internal environment includes the performance analysis, various constraints, available resources etc. Whereas the factors which are included in the external environment are the potential customers, competitors and the macro environment such as the economic, political, technological,

social environment. Marketing strategy so selected by the firm should be in accordance with the objective of the firm to be achieved. (David, 2008)

As in the market there are various established firms which are less affected by the environmental factors therefore it becomes very essential for the generic companies which has no brand name and are not established in the market. The use of various innovative marketing strategies serves as a tool for such companies to become competent in the biosimilar market.

Background of the Study

The playing Field of Bio-Similar In the coming 15 years it is said that the bio-similar product market will reach its maturity level and boom in heaven and will have gained shares compared to molecules, parallel to this all the companies will burst into the ground as their patents of biologics will expire. Analysts have clearly pointed out that the market of bio-similar products will double triple its size and gain unimaginable significance by 2015 being of $ 2 to 3 billion.

The forces that drive this bio-similar industry are working day and night and have their heads joined together to reduce costs of health care to as low as possible, better defined

and regulated paths, and prediction of very high market expansion due to the expiry of patients from highest value givers in biologics. Where we say that the first company to enter in this market and successfully launch a bio-similar product we know it was Novartis-Sandoz with a growth hormone, Omni trope, but many other companies soon after that followed and have made their plans public to development of bio-similar products like Merck and Pfizer. They are huge competitors of many generic established firms present globally for example Teva and Hospira, where as they also tend to face regional firms like Dr. Reddys in India, 3SBio in China and EMS in Brazil. In addition to all this there are also new players in the market like in South Korea the multi-industry Samsung and the CMOs like Celltrion.

The following are the major factors which are very essential should be kept in mind to be competent enough in order to cope up the prevailing completion in the market. The driving factors of the biosimilar market are acceptance by the potential user to whom we are targeting, effective and reduced costs, selection of the effective area to be targeted, scanning of the various environmental factors, major challenges, threats and opportunities in the market etc should be considered thoroughly. The major challenges faced by the Avantis pharmaceutical in the biosimilar market are the risks involved with the high investment and the possible failure of the product as their competition is with the already established firms. On the other hand the opportunities available in the biosimilar market are enormous. (Barbara, 2002)

Bio-Similar Clinical Development through Regulation and Market Access:

The companies who wish enter this arena of bio-similar products must prove themselves worthy enough to do so as they already do in any new market as a prerequisite. With the maturity and increasing complexity of the global market the exercise is not completely been defined properly. As figure 1 exhibits that their needs to be a flow chart defining all the stops and turns on the way to satisfy all the regulators globally in all the potential markets. We should also make a choice whether to develop a plan which is universal and applicable to any market place or every market needs to have its own plans or slight improvements can develop better bio-similar products.

There are two variables that is dependent and independent variables in this research first variable is generic companies which are dependent variable on the other hand innovative marketing strategies are independent variables. The hypothesis will be carried out by the researcher is as under the innovative marketing strategies has the direct effect on the generic company such as Actavis Pharmaceutical to become competent in the bio similar market.

After the complete environmental scanning the innovative strategies will be planned out on the basis of various available alternatives. Along with the implementation of the strategy it is very important to analyze it through effective control system so that if any deviation arises it can properly be detected and solved. Background of the company: Actavis present in India since 2001. It employs more than 620 people in India that are responsible for giving full satisfaction to the consumers by giving them cost effective services.

This is the first generic company from outside India and it has fully integrated operations in the country. It provides wide range of products and services such as bioequivalence to stability testing, developing and producing active pharmaceutical ingredients (APIs). Actavispharm development is responsible for forming strategies of marketing of APIs and finished dosage. In the year 2005, Acatavis pharmaceutical collaborate with lotus laboratories, it is specializes in clinical trials and employs huge number of population.

Aims: The research so undertaken is aimed at how the Actavis pharmaceutical can become competent in the biosimilar market with the adoption of the innovative marketing strategies. Is this innovative strategy useful for the achievement of the objective of the company? As the business environment is highly dynamic and competitive, thus these strategies will serve the purpose in efficient manner or not thereby making the generic companies highly competent. The market is full of threats and opportunities thus the innovative strategies so utilized will be able to assist the company to overcome the threats and grab the opportunities prevailing in the market. Thus, to make the generic companies competent with regard to already established companies. (Ariely, 2008) Objectives:

To analyze the marketing strategies of Actavis pharmaceutical to be competent enough in bio similar market.

To know about the main marketing strategies of Actavis and its efficiencies and analyze whether these strategies are effective or not.

To analyze marketing strategies of other generic companies those are being adopted by competitors of Actavis pharmaceutical.

To know the marketing strategies of competitors so that Actavis can build more effective strategies to overpower them and get competitive advantage.

To evaluate the effectiveness of marketing strategies.

Research questions:

The following are some research questions on which the study so undertaken will be focused on: 1. What are the innovative strategies which can be used by Actavis pharmaceutical in order to become competent? 2. What are the threats and the opportunities in the bio similar market? 3. What are the factors that will help the generic companies such as Actavis pharmaceutical to become competent? 4. What are the micro and macro environment factors that will affect the generic company to become competent? (Quinlan M, 2002)

Rationale of the research:

The research so undertaken is aimed at how Actavis Pharmaceutical can become competent in the bio similar market with the adoption of the innovative marketing strategies. Is this innovative strategy useful for the achievement of the objective of the company? The purpose of this study is to know the place of Actavis Pharmaceutical among generic companies can be known through this research study. The new innovative strategy that is used by Actavis is elaborated here. According to the Zurich, (2005), in the recent years pharmaceutical industry is facing many challenges like prices, costs and confidence in the industry. Therefore it is vital to explore the innovative strategies which could at one end raise the business of the company and on the other hand could make it competent among other generic companies.

Scope of the research:

The research so undertaken will consider all the aspects of marketing with regard to innovative marketing strategies for generic companies in order to make itself a competent unit in bio similar market. This research will assist to evaluate and identify all the potential areas which will in turn guide the research to be accomplished in a successful manner. The scope of the research is not only confined to the domestic market or a specified area but will cover all the aspects of the biosimilar market globally. Along with this the research will also consider all those innovative strategies which can be effectively be utilized by the generic companies.

Hypothesis: The following research hypothesis can be resolved and proved in this research: The marketing strategies of Actavis Pharmaceutical are so effective that gives the competitive advantage in this bio similar market. The central research question presents two variables. First one is innovative marketing strategies which are independent variable and other one is bio similar market. The hypothesis taken will be whether the bio similar market is dependent or interdependent on the innovative marketing strategies with respect to competency. This hypothesis will explore the dependency of bio similar market on the innovative marketing strategies, thus providing the basis for other pharmaceutical companies to decide whether to employ or not the innovative marketing strategies to compete in this competitive era. Research problem:

The marketing activities is not only confined to limited area but the scope of marketing has gone beyond and the strategies to be adopted according to the global market. Therefore it becomes very important for the generic firms to properly analyze the environment threats and opportunities to have the competitive advantage over the other. The study so undertaken covers the problem of how the Avantis pharmaceutical can become competent enough in the bio similar market with the use of various innovative marketing strategies. As the business environment is

so dynamic that even the established firms often lack behind with the wrong implementation of the marketing strategies. So it becomes very important for the generic firms to properly select and evaluate the marketing strategies from among the number of alternatives available. (Bishop, 2007)

Summary

In the generic business the market is growing rapidly. Behind it the industry has strong market position with favourable environment as well as unfavourable environment. Here, the industry and investors are re-evaluating the role the generics sector will play in the pharmaceutical industry of the future. As per the analyst Bishop L, (2007) Cost leadership strategy creates mass production, the organization is able to minimize per-unit costs and offer low prices. According to Jens bruun, (2003) differentiation is offering a product with the designing a set of great, proper and meaningful differences. Through it an organization can differentiate their product with the competitors product to the customers. It makes big appeal with respect to production and then an organization will be able to achieve large market by offering customers. It gains large share in the market place. Number of differentiation opportunities varies with the different type of industry for generic business. (Barbara, 2002) It can be affected by number of competitor and their size. This is truly beneficial for the brand as it makes customer loyal to the brand name. In addition to differentiation a firm can also differentiate their services with product.

Chapter 2 - Literature Review A critical analysis of what other researchers have said and where your topic fits in. The theoretical framework.- 3500 words

Literature Review Inside Actavis Pharmaceuticals Actavis being the worlds top class manufacture of generic pharmaceuticals has proved to be a strategic player in development, sale and manufacturing. The integration of many acquisitions has gained strength in its bones and now Actavis is proving to be the largest company in this industry globally. Originated in 1956, this Group operates in 40 countries around the world with over 10,000 employees. The Group has the most modern and updated manufacturing and development facilities in USA, Asia and in Europe. The machinery has the ability to produce a variety of different formulas including injectable, tablets, suppositories, strile, sprays, capsules, oral liquids, semi-liquids and powders.

Progressing Strongly The Group has outsourced its marketing and sales to get a clear and powerful image in the market and to penetrate further in, the positioning tactics utilized by make them one of the world largest generic pharmaceuticals in the world. Actavis constantly spends money on the Research and Development, to achieve its aim every time of being the first one with a new product in the market and position in such a way that they are the only ones to cater all the future opportunities coming in this industry. The Group has committed its soul to making their dispersed and disjoined industry into one through tactical acquisitions and to make the industry enhance towards launching products which are innovative, new regulatory approvals for generic pharmaceuticals and new market penetration.

Landmarks Actavis has made its position among the global largest companies in this field with the help of a number of integration of acquisitions. The marketing strategies so formulated are not rigid but are flexible enough so as to use accordingly in different situations and circumstances as faced by the firms. There are various strategies available with the firms which act as the most important tool to have the competitive advantage over the other. These strategies are as follows: Market dominant strategies: under this classification the firms are classified on the basis of the market share held by them. They are: leaders, challengers, followers, nichers. On the basis of such classification the firms use the different strategies. 1956Pharmaco was established as a buying house by seven Icelandic druggists. (ac) In 1992 A conflict of interest arises between Pharmaco and Delta and the relationship is in crises. Delta begins exporting into the German marketplace at a huge scale. And also makes solid grounds for business in Iceland. In 2002 Newlyestablishes PharmaNor from the transaction of 80% interest in Icelandic concluding Pharmaco. In Iceland two companies merge to form the biggest yet company which took place when Pharmaco acquired majority of the stake of Delta. Before that Delta had acquired a Maltas pharmaceutical company named as Pharmamed, In Denmark with UNP and In Iceland had a merger with Omega Farma a pharmaceutical producer. In Serbia, Pharmaco acquired the largest companies of pharmaceuticals their named as Zdravlje. Porter generic strategies: the following classification is based on the two components market penetration and the sustainable competitive advantage. This framework of strategies was given by the porter in 1984 which involves the differentiation strategy and the low cost leadership strategy with the broad or narrow focus. The strategies are: product differentiation, cost leadership, market segmentation. (Brunn J, 2005) In 2005 Actavis is now in the top 5 generic companies of pharmaceuticals globally because of the acquisition was finalized with Alpharmas human generic business. In hungry and acquisition with Keri Pharma was signed. A USA based pharmaceutical is acquired by Actavis namely

Amide. In Czech Republic as well as Slovakia Actavis acquired Pharma Avalanche. In India Actavis acquired CRO Companys Lotus Laboratories. Actavis got into strategic collaboration with Emcure the Indian pharmaceutical producer. In 2004 Biovena is acquired by Actavis of marketing and polish sales company. In VelefarmActavis sold back 15% of its shares to the company. Pharmaco Group now has a new name as Actavis. An agreement by Actavis was concluded acquiring Fako a Turkish Pharmaceutical Company. In Finland and Norway, Pharmaco Now has acquired new sales plus marketing offices. 1972 Domestic law was incorporated which means that special bureau would seize the liability of administrating the Icelandic pharmaceutical resources. Accordingly Pharmaco became the approved representative of many recognized producers, together with Astra Zeneca and Aventis. Later on due to the judicial laws made it feasible for Icelandic medicine producers to get their goods registered as sole ownership of the medicines. 1960Pharmaco started their manufacturing of their own pharmaceuticals, at the start for the local market. Actavis chases bio similar drugs According to Kehneman (2003), in the generic business the market is growing rapidly. Behind it the industry has strong market position with favourable environment as well as unfavourable environment. Here, the industry and investors are re-evaluating the role the generics sector will play in the pharmaceutical industry of the future. Actavis started negotiation to purchase 51 percent of BiotonsBio Partners. Actavis, being one of the worlds largest generic medicine manufacturers, will carry out a suitable assiduousness on BioPartners since they have special privileges to negotiate the purchasing of 51 percent of the company. Monetary stipulation has not hitherto been decided. Producing complex biotech drugs are more complicated in comparison to the production of conventional chemical medicines. Only the big companies producing generic medicines such as Teva (TEVA.O), (Novartis (NOVN.VX) unit) Sandoz, Mylan (MYL.O) and Actavis has the ability to do this, Actavis CEO Claudio Albrecht said this in a declaration (Actavis, 2011).

As per the analyst Bisho (2007) Cost leadership strategy creates mass production, the organization is able to minimize per-unit costs and offer low prices. It was a reposition to provide Icelandic a solid podium in biosimilar medicines London, Sept 7 (Actavis, 2011) Icelandic medicine producer Actavis alleged on Tuesday that they intend to take part in the run to expand the generic reproduction of expensive biotech drugs by purchasing the greater part of the shares from the Polish group Biotons BOTN.WA BioPartners unit. Actavis is also conversing about the prospect of circulating insulin and various other goods being produced by Bioton

Innovative Market Growth Strategies &Actavis: As soon as one of the worlds biggest international generic pharmaceutical producer decided to enter into the US market effectively, it started to make premeditated purchases to exploit a channel and make a significant crowd. Before 2005, Actavis Group was not a contestant in the US market for generic medicines. In the span of a meager four years, the US division of this international organization known as Actavis Inc. developed its net income to $600 million and placed themselves as one of the top most company. Actavis Group is the fifth biggest generic pharmaceutical company of the world. Its international profits are a bit below 2 billion, and it has been one of the longest emerging generic industries for the last six years. The company began with the purchase in order to smash the US market the biggest generic pharma market in the world.

From a global perspective, Actavis Group acquired significant capabilities in Western and Eastern Europe, and it identified the US as another great growth opportunity, proclaimed by Doug Boothe, President and CEO of Actavis Inc. We started with the acquisition of the Amide company, which was closed in July 2005, and the Alpharma global generics business, which gave us critical mass in the US as well as capabilities for Western Europe.

Competition, Innovation and Market shares Biosimilar market that market generic products generally are not respected with innovators, but rather as organizations that evolved copies of creator products to be launched at obvious expiration. (Kofoed, 2005) On the other hand, many generics companies have enhanced excellent innovative skills in an endeavor to get out of the defense patents of originator companies. Innovation is the primary basis for creating firm specific asset that make a firm enables to accomplish objectives and goals as well as improve its corporate performance. In this case, generic business is expanding at a very rapid rate and is an important part of the costcutting measure. Many organizers including layman have ventured in this industry and are now facing competition & price wars. This research study reviews innovation strategies adopted by the generic businesses to get a competitive edge over the competitors in the market place. (John M, 2008) Actavis employed the same strategy while

establishing collaborations with the third party partners. In this context Boothe said quote We approach them by saying lets identify great opportunities, find good partners, and find a way to bring those to market through the Actavis commercial organization. - Unquote

Kadian,an extended-release morphine Class 2 narcotic capsule, which can be set as an example. Here also Actavis purchased the Kadian brand in December 2008 who was in the past an indentured producer for Alpharma. An organization called King Pharmaceuticals obtained Alpharma but at the same time needed a collaborator in order to strip the benefits. A reasonable option was Actavis who acquired the brand trademarks from King. As the generic firms has to compete with not only the similar firms but also with the established firms the concept behind taking this topic is that how these strategies will be helpful for the firms. Since the innovative strategies are require for the following reasons:

To control cost Sustained capital investment Concentrated supervision of labour Enhancing skills and knowledge Be in command of frequent report Strong coordination among functions in research and development, product development and marketing.

To regulate strategic targets Building capabilities of strong research.

The following aforesaid studies literally cover how the innovative marketing strategies can assist the generic firms and also some studies reveal the challenges faced by the firms in the biosimilar market. However these studies will be helpful in carrying out the research but the study so undertaken will cover how these strategies can serve as tool to generic firms in becoming competent in the biosimilar market.

Innovative Marketing Strategies and overall impact on Actavis All the way through the year 2005 and year 2006, Actavis was not only paying attention towards getting hold of resources and edifying significant masses, but, it was also spending in research and Development (R&D). Within the previous several years, the company showed a steady growth as it enhanced from 30 ANDAs waiting to 38 in the year 2006, 43 in the year 2007 and more or less 25 in the year 2008. All in all, add more to 80 applications are impending in the US sector of Actavis Group at the present. Consequently, it has been spending in enlarging potentials on its producing capabilities (of which four are in the US), the business will be fine placed to market themselves at huge quantities as soon as the products accomplish endorsements.

At the Abrika capacity in South Florida, Actavis increased twofold of its laboratory size and extended the capacities of its Research and development (R&D) amenities in NJ, Md. & Elizabeth and Owing Mills. At the production end, the firm grew its capacity in NC, NJ, Lincolnton and Elizabeth.

Organisational Targets and Innovation The main target of Actavis has been the conventional and common pharmaceutical markets, besides acquirement of Kadian. Its plan alter according to what is going in the market however doesnt fail to locate central power of them self. The company is looking forward to extended capacity of their personal business position in the outcome. We are the largest market share player on triple antibiotic ointment, for example, told by Boothe. We are one of the largest players in liquid ibuprophen, and with all of the H1N1 activities, were seeing increased volumes across the board. Increase in their OTC (over the counter) products is being watched by Actavis, as most of their opponents lack this in the business division. This makes the company to put forward its worth to their business partners as well as its final consumers (ac-e), to stand up against the famous and private brand OTC products and private label pharmaceuticals.

Generic drugs sales continue to climb The growth of non-branded drugs is estimated to be prolonged strongly. However do these divisions can strike the barrier even after the lack of its fresh branded competitors? In 2009 the nonstop raising of prescription generic drugs are approximately longer years trade elation and capacity and trade enlargement, have been observed by THE GLOBAL generic drug industry. It is reported by IMS that throughout the 12-month time, global generic products generated $83bn (59.8bn) within inspected sales. In 2009 the global market valued to be $84bn, approximated by the US market information source BCC Research,

"The global industry virtually had 10 years in a row of good growth - not only in prescriptions but also in sales," declares Long. "All the dynamics of the generics industry were strong and it seems to have even prospered more during the economic slowdown."

The entire US pharmaceutical market size of generics presently is of 72%, further said that it is the attainment of top level record in 2009. Although a generics sale is 3 times more up till 2000, still it is just reported to be 17% of entire sales. IMS estimated the US generics market at $31bn in the 12 months ended November 2009. The US market in 2009 is approximated at $34bn by BCC Research. It is reported by BCC that Israel-based Teva Pharmaceutical Industries' (18% global market share), Switzerland-headquartered Novartis's US generics business, Sandoz (10%), and two USbased Mylan (6%), and Watson (6%) are top generics producer, by now 40% of the global market is obtained by them. According to IMS, the top 10 US generic companys generating sales has been raised from last year up to average of 13.2%.

Macro and Micro Environmental Factors Influencing the Actavis Pharmaceuticals Micro Environmental Micro environmental factors are internal factors have straight effect on business like it has on its policy. These factors comprise of:

Customers:The source of endurance of association is to comply customer needs and wants and to clients the advantages are being given. If not, then unsuccessful business policy would be the outcome of this. In almost any given country in the world, you may see different kinds of initiatives or reforms on their own health care systems or even regulating their own pharmaceutical industry. This will increase the pace of generic drug penetration, especially in countries that are asking for better health care. Employees:In the development of association planning policy it is mainly considered that right personnel are being hired as well as staff motivation is important. To attain active edging, guidance and growth have vital part in it; mainly marketing within service division. It is obviously evident as we see that customer service is critical to achieve a competitive edge in the airline business. Suppliers:For the running of business work, trades are provided by suppliers with the help of supplies. The serve business will be straight affected by dealer attitude. Lets consider that raise period or lesser supplies quality can be the result of poor supply from supplier. Oblige price probably enhances with the raising raw material costs and this will also have influence on an associations marketing mix approach. For safe quality supplies and to be active, an efficient mean of that is a locking association of providers.

Shareholders:For development,interior investment is needed by organizations as decision of shifting from private to public ownership and stock market listing is might be decided by them. Since the outcome is required by the public shareholders from the spent wealth in the company, the new demands are developed by the opening of public shareholders. The organization policy is also influenced by the demand of shareholders to raise earnings. Longer achievement in business can be destructively influenced by the immediate uprising of earnings, so that shareholders association must be handled with caution.

Media:Optimistic media interest can make business (or its products) and unconstructive media interest can break business. In order to obtain helpful support from media about the business, media management is necessary by the organization and equally for the reduction of any harmful affect on company due to any wrong incident. to aid and supervise a fussy thing or occurrence, some companies will hire public relations (PR) consultants or gurus. For winning organization the broad and straight spectators as well as customer television programme is required for strong effect. As because of this identification by a few companies the response will be different, as many customers show interest regarding business by communicating to the consumer television programme or with the newspapers.

COMPETITORS Differentiation basically concept Are presented company opponents? companys (abbreviated the behind is core the

process of marketing. privileges by your products Is your

better than that of your product as

having its own USP Unique Selling Point)? The observation, assessment and examination of competitor are essential for upholding and enhancing the stance of the company and its product in the market. It is quite challenging for any organization to overcome its opponents if it is uninformed of their actions being taken place within the market. The market has a potential to move rapidly whether its behavior of consumers, technological advancement or its alteration in trading conditions. For an organization, it is very essential to have a check over its opponents reactions over these

alterations as in that case your company can have an opportunity to make the most of the influence of its response. (mi-e) Teva, Sandoz, Mylan and Watson are four chief international generics producers and IMS said that they are reported to be 47% of the US market since 2009. Besides these major 10, comprising Canada's Apotex, Pfizer's US-based generics business Greenstone, Qualitest Products, Mallinckrodt and Actavis US, all US, and Lupin Pharmaceuticals, the US subsidiary of India-based Lupin, reported to be 66% of the market. Global improvement due to rising appearance of government health care is also being observed by the producers. As expiration of instant copyright numerous branded epic drugs is being impatiently anticipated by the generics companies. Global prescription sales expansion of generic drugs goes up by 7.7%, in the 12 months finished September 2009 as its is up from 3.6% in 2008, reported by the US-based health care information and consulting company IMS Health. It is said by Doug Long, vice-president, industry relations at IMS Health that this is judged against the 5.7% increase observed last year in the largely global pharmaceutical world.Paul Evers who is the BCC analyst observes nonstop instability. "The demand for generics is increasing steadily because of pressure to control health care costs. But at the same time, fierce price competition is resulting in slashed profit margins for participating companies," stated by him. "A major growth driver for the generics sector is that several blockbuster pharmaceutical brands are coming off patent and therefore open to generic competition." MACRO ENVIRONMENTAL FORCES: Legal, social, economic and technology are included in the macro environmental forces.

DEMOGRAPHIC ENVIRONMENTS: Since populace makes the market, thus, people are the primary environmental actuality of concentration to decision makers. Marketing decision makers are intensely paying attention towards the populace strength; its geographically divisions, immensity, mobility drifts, age dissemination and cultural, ethnic and religious patterns. Demographic environment patterns are rarely stagnant for larger period of time and alterations over its configurations frequently examine the placement of the marketing organization. In addition to this, these alterations have a great impact on the consumer behaviors that consecutively will directly influence the business of retailers. The rise and falls of these alterations would arrive at the business compelling the organization to modify or change the prevailing procedures of market which are in trend. In other words, organizations which are in retail business have to constantly determine the qualitative and also quantitative alterations which are being taken place within the constitution of the populace. In order to escape from the depressing outcomes hastened as a result of vigorous groups of consumers, a retailer has to interact with its customers, look forward for the issues, counter the objections and also make certain so as the organization is working as it should be. "This means there are still many players out there that are pretty small and would be ripe for acquisitions or mergers," commented by Long. "Everybody expects that there will be consolidations within the generic drugs industry as smaller producers are experiencing significant margin pressure in this environment." It is said by Evers that global markets are mainly ready in favor of generics. Japan just estimated to be 6%, into industrial states of the $59bn international generics market, whereas the US cling to 42%, as well as five main European state markets estimated to be 23%. (ge-d) POLITICAL/LEGAL ENVIRONMENTS: There is a significant influence of political / legal environment over marketing determinations. Rules and regulations, governmental agencies and stress grouping, which have an effect and pressure over an assortment of businesses and people residing in the society, are involved in this environment. Over the past years, legislation having influence on retail business has swiftly amplified. Numerous reasons are behind the legislation. The first and foremost reason is to protect businesses from one another. Hence, legislations are

made for avoiding those competitions which are unjust. Another reason of the government behind the rules is to secure the customers from unjust retailing exercises. Chapter 3 - Methodology Why certain data was collected and how it was collected and analysed.3500 words

Research methodology Broad Problem Area In this case our open problem area is likely to be a capacity that requires advancement even if there is no hitch still it is felt that there is a need of conversion of conventional marketing actions in to innovative ones according to rising technology stress as their effective utilization will lead to improved marketing mix approach (i.e production, pricing, promotion and distribution). So, doubtless our open problem area is to hit upon the appropriate ways and traditions that are innovative and competent and are capable of enhancing the effectiveness of marketing activities of the firms in terms of domestic and global demands.

Antecedent The globalization of the business and the dynamic demands of the world are the two core reasons that have formed the grounds for the modification of the conventional marketing tricks to novel and innovative ones.

Problem So the problem is to discover the inventive and innovative techniques for the enrichment of marketing actions.

Consequences The discovery of the creative and novel techniques, their competent utilization will escort to better production, pricing, promotion and distribution strategies domestically as well as globally. According to Ackerman, R, pp. 15,Research is the name of searching knowledge and investigation for the establishment of motley facts.

Types of research: There are many different types of research but the two major and principal types that cover the all other sub types are: 1. applied research 2. Basic research. In particular, the purpose of applied research is to to find out, infer and develop latest techniques and systems to improve human knowledge. In contrast basic research is the name of expanding mans knowledge of the world and not to invent or create something new. According to Abernathy et. al. (2000:107-127), there can be a number of faces of research which includes scientific research, medical research, artistic research and financial research, but the way to conduct it differs in each category. Numbers of methods are there that can be used while conducting research including exploratory research method, constructive research method and empirical research method (Brunn, 2006). Research has become most advantageous as it will explore easily understood and practical anticipations particularly under large scale trends. Now days managements of the organization used to conduct researches to crack a variety of organizational problems. The

researches provide both the qualitative as well as quantitative data elucidations that area the core constituents of the decision making process. Researches also provide helpful data to governments to make a comparative analysis of the domestic industries with those of international industries (Brunn, 2006). Despite of the above mentioned advantages, there are also some disadvantages of research including huge time and monetary cost as well. Two most predominant kinds of conducting research are: primary research and secondary research. Questionnaires are the means of conducting primary researches, whereas secondary research collects its data through websites and interviews. This is the research that is based solely based on observation or experiment only that area prepared by the researcher on the facts and figures collected. Todays large amount of academic research is footed on empirical technique which gives accurate results for the physical, natural as well as the social world. According to Remenyi, Williams, Money & Swartz, 1998, pp.65), The grounds behind this bias for empiricism are a theoretical hypothesis that evidence, as opposed to thought or discourse is required to be able to make a satisfactory claim to have added to the body of knowledge. Although it isnt easy to gather such compelling and authentic consequences. Observations from the world, or through experiments, even from the passive observations of the things happening provide the data to the empiricist. Through which empiricist sketch conclusions and craft valuable claims that ad up in the body of the knowledge. The continuing phase of research is regarded as the empirical research as after the economic slump countless researches have been projected in this area. Theoretical research is defined as exploration based on previous findings. The researcher carries out the study through analysis of the research done earlier, and through discussion with

those who are well-versed and knowledgeable in a given area. The theoretical research does not involve any direct observation or actual data collection by an individual (Remenyi, Williams, Money & Swartz, 1998, pp.102). The theorist, then, Ponders over the ideas collected by him and uses his own to interpret them and draw out view point from them. This conclusion can be regarded as a new theory. At the end, conclusions are drawn from the study and the interpretation of the researcher is added to the body of the previously collected data. In accordance to the need for evidence in research, its two branches are though distinct but highly entangled. For example, for carrying out empirical research, an individual needs to have a thorough understanding of the theoretical issues surrounding the subject matter which is to be considered. It is a well accepted fact that findings are majorly the result of predeterminations and personal ideas which scientists attach to a problem. A theory is only an analysis based on mainstream findings. Therefore empirical research needs to address the theories meaningfully (Remenyi, Williams, Money & Swartz, 1998, pp.108). On the other hand, theoretical study, although, is not based on evidence, directly but relies on previous findings based on evidence through the means of empirical work. Hence theoretical study does not occur without empirical findings but actually it is the result of the pondering over on the details or observations or informations gathered by other people and their empirical research work and also on the theoretical orthodox made by others (Remenyi, Williams, Money & Swartz, 1998, pp.123). EXPLORATORY RESEARCH: Exploratory research takes place when the problem is not well-defined and the variables to be measured are unclear. It is conducted because of the lack of knowledge of a researcher. It aims to explore the parameters of a given issue and to identify what should be measured and how

it should be measured. According to Robson, (2002) it is a valuable means of getting to know that what is actually happening, to learn more about the topic and to evaluate the topic with a new thinking perspective (Saunders, Lewis &Thornhill, 2007, pp.178). This type of research helps to tell about the design and type of the research topic. Exploratory research is used for the basic research about a topic and for the gathering of information regarding that research topic while using minimum of the resources. Exploratory research also includes analysing of the data prior to the actual data related to the research topic by the use of unstructured research methods. This type of research allows the researcher to find out the correct and appropriate people to be interviewed for the data collection regarding the research topic and to select the right kind of market to be addressed for the gathering of data regarding the research topic (Adams &Schvaneveldt 1991, pp.89). The method of exploratory research are not actually wrongfully directed but in actual they are addressing a broader picture at the initial stages of a research and as the research progresses the picture gets narrower and finally comes to its main point i.e. to the actual research result (Saunders, Lewis &Thornhill, 2007, pp.124). This type of research is called exploratory research because initially a lot of data has to be gathered or in other words a lot of exploration is needed therefore it is named as exploratory research. DESCRIPTIVE RESEARCH: Descriptive research actually deals with the concept of portraying to the point research by giving an actual profile of the persons, events and situation (Saunders, Lewis &Thornhill, 2007, pp.78). This type of research is used when there is a structured problem and the objectives are clearly understood. In this type of research one variable is known to the researcher on the basis of which he/she conducts the research that to in a particular direction with the help of the known variable. For example, television soap wants to check its awareness amongst the viewers

(children in this case). The task here is clear as well as the objective of the research only the age group of children i.e. the research sample is to be defined, after which the researcher just needs to produce the gathered data after converting it into information. An example of descriptive research can be financial crisis. CAUSAL RESEARCH As same as the descriptive research the causal research also has well-structured problems but the difference between the two i.e. descriptive and causal research is that here the researcher faces problems that are related to cause and effect (Ghauri&Gronhaug, 2002, pp.90)while in the previos one the actual profiles of the people involved and of the situation. The main task of such researches is to find out while keeping the causes aside that are the causes actually resulting into effects. Here emphasis is upon observing a situation and finding out the relationship between different variables involved (Saunders, Lewis &Thornhill, 2007 pp.90). An example of this can be taken as, is the medical drug given any helpful? ; does the marketing result in an increase in sales? ; can a greater market share be achieved through mass advertisement? Upon analysing the above research types on the basis of the structure of the problem, exploratory research will be conducted as it doesnt need much information to be present for the research to begin. The goal of this thesis is to find out the effects of the economic downturn upon the financial positions of the banks. The main objective of the thesis does not involves any type of cause and effect relationship or any explanation. A researcher opts for exploratory research by using the elimination technique.

Positivist Paradigm Positivist attitudes pursue to the realities or leads to the sources of public occurrences, giving no respect for the biased condition of a single person. Positivism had been established in accordance to the conviction which is derived from the analysis of the peoples conduct which must be handled likewise the research being done for the normal technologies. It had been grounded on the conjecture that the communal veracity has an sovereign status for everybody and that it subsists irrespective of the fact that everyone are conscious about it or not. Phenomenological Paradigm The phenomenological methodology in comparison to positivist methodology is very much related to the environments and centers on the significances instead of the actualities. Phenomenology is simply a hypothetical opinion which promotes the analysis of the straightforward involvement which are being taken on as it is basis; and also which perceives the conduct as being ascertained by the marvels of the know how instead of the exterior, the purpose and tangibly defined veracity (Remenyi, Williams, Money & Swartz, 1998 pp.90). Phenomenologists do not contemplate the humanity of being a purposeful veracity but in its place emphasizes on the supremacy of personal awareness. Primary Data A primary resource usually delivers a direct report or a fresh report. These kinds of data have not been accumulated earlier. The scholars are responsible for gathering the data they need. For the accumulation of the primary information there are several procedures which are based on as at what time and the frequency of the collection of the information by way of the

identical purpose of the analysis. The selection of the procedure is based over the determination on which the analysis is being made, the accessible sources from where the data has to be gathered and the abilities of the analyst. But sometimes the best suitable procedure cannot be utilized for accomplishing the resolution of the analysis as there are several limitations for instance inaccessibility to the source of data or needed abilities.

SECONDARY DATA: Data that have been gathered before by other researchers in the manner of interviews, surveys, research journals, newspapers, annual reports, media, editorials, government figures etc. and which are likely to be utilized for your analysis, are termed as secondary resources. The researcher would have been gathering data from the primary resources for his analysis by means of dialogues and reality based studies as the major criteria for the accumulation of data. The purpose lies behind this selection being made is that there is the unavailability of secondary data in the form of articles, surveys, and government statistics.

Interviews The most consumed procedure of data accumulation is the interviews from the targeted individuals. According to Kumar (2005:90), interview can be defined as the communication among individuals having a explicit objective in the intellect. Interviews for qualitative research have been outline by Kvale (1996) as endeavors made to comprehend the earth as per the topics viewpoint, to reveal the connotation of individuals capabilities, to disclose the idea of their previous life of humanity before the induction of technology.

Unstructured Interviews Those interviews which do not have a recognized constitution are being termed as unstructured interviews. As they are not having any organized collection of queries which the person taking the interviews desires to adhere. This is beyond of the advancing temperament since the queries are based over the feedback obtained from the interviewee. At first the interviewers do possess some formulated queries in their attention but they have to be altered as per the replies attained from the interviewee.

IN-DEPTH INTERVIEWS: Frequent direct meetings among the analyst and the sneaks focused in the direction of indulgent sneaks viewpoints in their subsists, capabilities and circumstances by way of articulated in their personal arguments is known as in-depth interview (Taylor &Bogdan) as had been cited by Kumar (2005) FOCUS GROUPS:

Since the interviews in focus group entails a number of persons and the in-depth interviews entail only a single person, so this is the only distinction in between the focus group and in-depth interviews. According to Kumar in 2005, the focus group interviews help the scholars to identify the insights, capabilities and intellect of a number of persons who possess certain like capabilities by way of similar circumstances or occasions.

Structured interview

The structured interview is dissimilar when compared to unstructured interview because it has a prepared list of questions. Nothing is asked outside those set of questions. Even the order of questions is also followed by the researcher as well as prearranged series of questions determined for the interviewee. In a person to person conversation the interviewer employs the interviewer schedule which in essence is a prepared list of questions which can of course, be open ended or close ended (Kumar 2005). The benefit of structured interview is mainly that it doesnt employ proficiencies which are used in unstructured interviews. A questionnaire is a fine example of a structured interview.

Case study

A case study is an experimental examination as defined by yin (2003). It examines the existing phenomenon in its real life situation particularly in the case when borders between that phenomenon and situation are clouded. Case study is essentially an exhaustively researched study of the conditions or a situation. Easton (1992) describes a case study as a thorough examination explanation as well as investigation of an individual, some group or maybe some company through which we create an hypothesis or we can validate that hypothesis. The case study is actually a documentation of occurrences or happenings, the individuals engaged in it and other critical aspects associated to it. It will frequently have an institutional focal point to it.

It is quite obvious that the benefits of the case studies are easily overshadowed by its demerits the authors are still compelled to use it for amassing information on a specific subject because information is short on that subject, which is fundamentally provided in government research and surveys. Two organizations may be under examination for this reason. They organizations even though smaller in size, belonged to different fields. These companies were tested with crisis management models to check whether it fit for them. If the answer is negative, how it can be implemented for these companies. So in order to compensate for this absence of information data collection was executed by implementing these theories in actual companies to find out the results.

Sampling

The theme which we have chosen is very expansive and it is mandatory for to incorporate not; less than thirty experts by taking the questionnaire method. Because samples are in it self wide ranging so choosing the superlative method is very important for us. In this thesis we have used two diverse sampling methods. These are namely the simple random sampling and other is stratified random sampling. Both have their uses. When we use simple random method we will focus on one person each while using the stratified method we will focus on dividing the selected people in various groups.

In completing the research flawlessly respondents would occupy paramount significance. For presenting the thesis in a bona fide and specialized mode we will need to find the respondents who have a powerful financial environment surrounding them.

In the questionnaire we have neglected the section for personal information in order to the keep the respondent unidentified. And the questionnaire is constructed from our accumulated experimental assessment for achieving out the premium result.

After the primary research has been completed, it is time for the consequential research to begin which involves conducting interviews. This is beneficial for the researcher himself because he will have sufficient know how about the existing economic crisis and its effects on the world economic system. He will enter with this information at his disposal.

Numerous surveys as well as thorough interview have to done in order to execute qualitative research. For arriving at the preferred result these daunting tasks will have to done. We would need to conduct a whole diverse kind of research which may be different from quantitative research. In-depth interviews, projective techniques and group interviews (Kofoed, 2005) will be an integral part in this kind of research.

Benefits

It gives deep insight and understanding: it does more than analyzing results but also calculates by noting down approaches, behavior and feeling.

It established straightforwardness: areas not thought upon can surface due to it because people can answer much more openly.

Persons private encounters surfaces: information surfaces on each persons response to different situations and what they feel about their reactions.

Prejudices can be prevented this way: we can answer as to why the specific response was generated when used in conjunction with quantitative data collection.

Demerits

A smaller amount people are examined : accumulating qualitative information is much more time and resources encompassing. That is not the case with quantitative data collection. So we have to cut down the costs of both time and resources in qualitative information collection.

Difficult to simplify: as we can observe for ourselves that a small quantity of individuals are under examination, in this case which cannot be said for the entire population. In this case numbers are presented, not percentages.

Systematic contrast is complicated to do : a huge range of diverse answers are collected which could be slanted.

The researchers capability also matters: yes that is important when doing observations, concentrating on groups and conducting interviews.

Quantitative research

It can be very dogmatic at some places because in essence quantitative research doesnt employ the usage of numbers, quantity or anything like that. But it uses statistical tools for gathering information. It doesnt concentrates on individual opinion but rather on common inclination. This tendency usually arises from employing diverse tools and techniques. The examination is a combination of both the qualitative method as well as the quantitative approach. Heres how it happens. The individuals own standpoints, opinions, ideas are taken in

which is qualitative. And that become quantitative because that information is incorporated or translated into graphs and models, tables from the data accumulated (Mary 2002).

Merits

The results are simplified to a greater extent and thereby it gives a wider number of subject to be studied. Both are very beneficial. It provides more precise and impartial results. Basically the quantitative methods only furnish the synopsis of the information when studying the particular phenomenon. For achieving this method employs fewer variables and more cases. It follows the above given principles for guaranteeing authentication and dependency. By employing the conventional methods the research can be duplicated, examined and put in contrast to identical studies. Kruger 2003 also agrees that quantitative methods help us to recapitulate huge amount of information and further more, can provide comparison transversely various groups. The researcher can easily prevent individual prejudices by being distant from the applicants and incorporating people not known to them.

Demerits

A much thin and superior data is garnered from it.

 The results acquired are very short and to the point because numerical description is given and long information is neglected. Moreover it also negates intricate and descriptive narratives of individuals. This research is basically conducted in an aberrant and synthetic environment. So in effect the conditions are tightly supervised. This high level of supervision may not prevail in the actual world and may limit to the lab itself. The answers given would be almost correct whereas these predetermined questions may not always tell how people think about a subject. The development of structural prejudice is also expected due to these set of questions. This information may provide the viewpoint of the people but not of the subject.

Chapter 4 - Analysis and Discussion Analysis of your results showing the contribution to knowledge you have made and acknowledgement of any weaknesses/limitations in your work 4500 words.

Chapter 4

Research Findings & Analysis:

DATA ANALYSIS: Introduction: Data analysis is like a technique which is being carry out in the research study in instruct to transforming the facts and figure in the valuable information. All the way through the help of investigation a researcher will always able to get the conclusion on the considered issue which is vital in order to survive in the marketplace as well as give a well structured start to the business. Researcher always has done the focused endeavour on the transforming. To make able and also in order to get required consequence there is requirement of analyzing the information. In this part the major objective of the researcher is establish the correct information as well as analyze them in order to get accurate result. In this particular case of bio similar market, all the way through accurate analyzing the data, researcher be capable of search out the concluding part to take the wanted decision with respect to marketing strategies to be competent in bio similar market. Data mining is one of the techniques for data analysis. All the way through Business

intelligence information is capable of collected for the following research. In the data analysis there are levels with all sides of the technique involved in it with the various themes. In the data mining method which is used is not only used to explanation but it concentrates on the information projecting. There are many types of the application; those are exploratory, descriptive and confirmatory. When there will be use of hypothesis then it be capable of be called as Confirmatory analysis. Exploratory analysis is capable of suggested for novel characteristics. The inventor with respect to the data of the examination is the data integration. A structured order is capable of give the way in order to gather the primary information, which is suitable when the facts as well as figures consist of well framed, ordered. There should be carefully filtering in the procedure of analyzing the facts as well as figures and the appropriate concentration for the whole is required for the process. All the way through data analysis a researcher alters the unorganized facts as well as figures into the organized facts as well as figures and as a result it makes known the facts as well as figures in the form of significant information which can use for further study in researcher project. It is very important to study the facts as well as figures to get a hold to the preferred outcome.

Data analysis process:

Process of data analysis consists of the mixture of levels which can be put in detailed words as follows:

Data Cleaning:

Data cleaning is nothing but a procedure in which the inaccurate fact as well as figures is filtered and through this process the correct facts as well as figures is being remained. This widespread gathering of data shows the way to lot of disorder and confusion. This filtering of data is done because the research entails the assortment of a mixture of primary as well as secondary data.

The method which is consist in order to filter the facts as well as figures which are not accurate in correct as well as well organized data and this particular procedure called data mining. In this process inappropriate data put aside and the valuable data takes into consideration. In the process of data collection there has been data gathering in the huge quantity and it can be one of the reasons for the confusion due the widespread collection of data. So all the way through this particular technique the research entails the assortment of a mixture of primary as well as secondary data. There should be focused data cleaning. Generally, at the time of entry of the data that is the primary stage to put data in order to carry out the research this process has been done. As per the condition each and every part of the facts as well as the figure should be uphold carefully and assumed as well. Research comes at the decision point all the way through the data analysis because it makes researcher able in order to conclude the considered issue with all the important points. It is the important procedure on which researcher always has done the focused endeavour with respect to the transforming.

Initial data analysis:

There are two different aspects such as primary data analysis and initial data analysis. But in many of the cases these two has would have been considered as the same aspect. In practical primary data analysis and initial data analysis have dissimilar qualities with respect to any of the research. Initial data analysis is the filtering off the all facts as well as the figures that is working with respect to rid of impurities for the entire research projects. The major goal is to get hold of first data reflection study of the research study questions. In some of the conditions it can be possible that the initial data analysis may be taken as primary data analysis however both are dissimilar aspects with the analysis point of view. Initial data analysis involves various types of advantages as well as superiority of the data. In the research report there must be proper and correct tools and techniques with in order to reach dimension of the excellence. In innovative

data analysis stage the researcher encompasses power greater than any analysis but initial data analysis cannot be the main study for the cause that is proposed with respect to the attainment of the research study point. Quality of the data will be the basis with respect to the inspection of the initial data. In the favour of the dimension of the data as well as whether the data collected, authority of the devices should be used. Initial data investigation as well as analysis of the initial data analysis will effectively supply the aim with regards to the issue and the research project has been considered. On the other hand, it is very important with respect to the drawing the outline for the research report that the most important analysis is developed answering the study questions and consist of the study as well on which the entire research study will based.

Generic companies such as Actives pharmaceutical in order to be competitive enough they should not only rely on the innovative marketing strategies but should assure on its effective utilization and also should evaluate the results at proper interval in order to locate any deviations that occur with due course of time. Generic companies can try to compete with the established companies or firms by introducing its own generic or innovative strategies in the market at both the ends and thus make the firm to have the competitive advantage globally. The data so collected will be based on both the primary and secondary data. In order to present the results or collected data Microsoft word, excel and its relevant packages and tools will be used. It will also include the introduction of the concerned topic in starting of the report and also conclusion and references, appendix at the last of the research report so to have the brief and understandable findings. (Jens , 2005)

Two of the major facets which can be helpful in this particular stage of the investigation, they are known as exploratory as well as confirmatory approach. The facet to be selected is determined previous than collection of the data. Exploratory approach: this is the approach that be capable of be use in order to examine the data that has been collected. Confirmatory approach: Confirmatory data analysis approach is such instrument which makes help in measuring the success of the research study.

Validity and reliability of findings: The data so gathered will be reliable and the validity will be given due concern so that to have the proper results. The limitations and the various constraints related to the topic will also be included in the analysis in order to improve its authentication and validity. The report will also include the base of previous findings of various scholars and academicians on the concerned topic and also the references so to provide the effective guidance and path to effectively accomplish the research report. (Beshop L, 2007) Questionnaire: The respondents are directly or indirectly impacted all the way through the research. Questionnaire is also one of the most significant instruments which include numerous kinds of questions which are based on the research issue that has been undertaken. The numerous kinds of questions asked from the respondents with respect to the research issue that consist of the following.

Questions are as follows:

Is Actavis Pharmaceuticals innovation strategy serve as the primary basis for accomplishing organisational goals?

Is Actavis Pharmaceuticals able to recover per unit cost by implementing cost leadership strategy in the organization?

has company made unique offering and enhanced profitability by implementing focus strategy?

In your opinion is innovative techniques have brought high revolution in Actavis Pharmaceuticals?

Is Actavis Pharmaceuticals facing the intense competition and price war from other industries in the same zone?

Do you agree on the fact that Actavis pharmaceutical faces more competition from similar firms than established firms?

IS Innovative marketing strategies at Actavis pharmaceuticals has led to control the costs and sustained capital investment?

Are innovative marketing strategies at Actavis pharmaceutical results in enhancement of skills and knowledge sharing and command over frequent reporting?

Is there exists strong coordination among functions in research and development of organisation?

Is the company has built the strong research capabilities and regulated the strategic targets with regard to innovation and revolution?

Research Findings & Analysis

The data so collected from the various sources will be analyzed on the basis of the responses so received from the respondents. The survey was based on the following strategy or dimensions which may serve as beneficial for the organization to be competent in the bio similar market. The following strategy will be including the innovation, leadership, cost, focus etc. 1). INNOVATION
AS

FUNDAMENTAL FACTOR:

The term Innovation can be defined as manufacturing the better, more effective and advanced products, processes, technologies, or ideas that can be easily and more readily be accepted by markets, government, and society as a whole. However the term innovation completely differs from the concept of invention. As the term innovation means use of a new idea or method of production, whereas on the other hand invention means the creation of the idea or method itself. Innovation is the need of an hour in the pharmaceutical industries to be ahead in the competition. The success of the industry more or less depends on the more and more innovation level so achieved. At the same time as the term innovation is able to make a use of a new thoughts as well as method of production, while on the other hand invention means the formation of the thought or method itself. Q). Is Actavis Pharmaceuticals innovation strategy serve as the primary basis for accomplishing organisational goals? Strongly agreed, Agreed, Disagreed, strongly disagreed

Interpretation of results: The respondents were asked this question and Likert scale was established for this purpose. Out of all respondents, 20 respondents considered innovation as the basic and most fundamental concern for Actavis pharmaceuticals in case of innovative marketing strategies and thus they strongly agreed to the statement. 40% Agreed and 30% disagreed to the statement while only 10% strongly disagreed; they were mostly the old age employees scared of change and innovation.

2).LEADERSHIP STRATEGY

AT

ACTAVIS :

Leadership is the action oriented strategy being adopted by the organization. It involves organizing a group of people in order to achieve a common goal and objectives. However it is not necessary that a leader may or may not have any formal authority. It is a practice by which a person influences others to achieve an objective and directs the organization in a way that makes it more organized and sound enough to face the competition. Thus Leadership is a process whereby an individual influences a group of individuals to achieve a common goal. In the pharmaceutical industry it is required to direct the group of people working for timely and efficient achievement of goal.

Q). Is Actavis Pharmaceuticals able to recover per unit cost by implementing cost leadership strategy in the organization? Strongly favoured, favoured, disagreed

There were 20 respondents who positively replied and strongly favoured the statement. They were the marketing managers, cost control and operation managers and senior managers. 50 respondents favoured the statement, they were mostly the operation managers and quality controllers. According to them, Actavis Pharmaceuticals recovered per unit cost at times the leadership strategy was implemented by the top personnel. 30 respondents disagreed with the statement. Since, they consider the leadership strategy with no significant change. 3).FOCUS STRATEGY: In todays dynamic business environment it is important for the organization to remain focus on its own activities and of the other also. A focus strategy is a marketing strategy where by a company concentrates on its available resources with respect to enter or expand its name in a narrow market or industry segment. It can be effectively be employed and applied in the organization where it can be clearly defined to which segment it belongs to. Thus accordingly manufactures such goods and services in order to satisfy the needs and wants of the customers. Focus strategy is one of three generic marketing strategies being adopted by the organization along with differentiation strategy and low cost strategy.

Q). has company made unique offering and enhanced profitability by implementing focus strategy? Strongly agreed, agreed. Indifferent

Interpretation of results: This question was added in the survey with the basic purpose to evaluate the focus strategy as an innovative marketing strategy and the impact of its implementation in the Actavis pharmaceuticals. Out of total respondents, 50 were in the favour that focus strategy has been proved as an innovative marketing strategy. These were mostly the top level employees directly concerned with strategic decision making. 30 Agreed the fact while 20 were indifferent with the focus strategy in Actavis and its impact on organisation.

4). MARKETING INNOVATION AND REVOLUTION: In pharmaceutical industry innovation is the most vital and essential strategy of winning markets. On the other hand following the single or similar kind of process so adopted cannot be carried for long as the business conditions are becoming highly dynamic in nature. The revolution is required in terms of the marketing innovation. Q). In your opinion is innovative techniques have brought high revolution in Actavis Pharmaceuticals? Strongly favoured, agreed, indifferent, disagreed

Interpretation of results: When one of the opinion based question was asked that In your opinion innovative techniques have brought high revolution in Actavis Pharmaceuticals. This statement was very crucial to ask since innovative technique has revolutionised the overall scenario in all big organisations. In pharmaceuticals, innovation has brought intrinsic changes. Many big pharmaceuticals have continuously been seeking the innovation in the organisation and earn profitability. When the question was posed before Actavis pharmaceuticals employees they respondent in the following manner. 40 employees strongly favoured the fact. These are directly linked with the

technological maintenance, strategic decision making, organisational affairs and management. 30 agreed that innovative techniques are vital for the company and has certainly brought revolution in the organisation. Since, company has implemented cost effective, focus, leadership and other techniques. 20 employees are indifferent with the fact, while 10 disagreed the fact that there has not been any significant change due to innovative techniques. Since, there are hundreds of competitors of Actavis pharmaceuticals in the market with their strong competitive behaviour and tactics.

5). INTENSE COMPETITION, PRICE WAR & MARKETING INNOVATION: In the prevailing market conditions the drug industries are being facing the intense and cut throat competition along with the price wars. In order to face these prevailing conditions of competition and price wars among the companies of same segment requires the company to adopt the marketing innovation. Q). Is Actavis Pharmaceuticals facing the intense competition and price war from other industries in the same zone? Strongly favoured, agreed, disagreed

Interpretation of results: One of the questions posed before respondents was, Actavis Pharmaceuticals is facing intense competition and price war from other industries in the same zone. Companies revise and formulate marketing techniques but at times of tough competition and price wars, innovation is the only source that brings competitive advantage to the company. Out of the total respondents, -20 strongly favoured the fact that the company is facing intense competition and price war from other competitors in the same industry. 50 agreed on this, since other competitors like KRKA, LANNETT, SIMCERE PHARMACEUTICAL, STADA ARZNEIMITTEL, APOTEX GLAXOSMITHKLINE, AUROBINDO, PAR PHARMACEUTICAL COMPANIES, SANOFIAVENTIS, and the TEVA PHARMACEUTICAL INDUSTRIES have implemented state of the art marketing techniques to cut costs and get benefit in such case of competition. Only 30 have disagreed the fact by giving the argument that industries face competition and price wars is so intense that there are no significant differences that could be channelized by innovative marketing techniques and their implication.

6). SIMILAR V/S ESTABLISHED FIRMS: In order to become competent in the bi similar market it is the prerequisite for the company to understand the level of competition in the market place. The competition not only exists among the companies of similar segments but also prevails among those sharing the total market share. Therefore it is important to consider the level of competition among the similar and the established firms. Q). Do you agree on the fact that Actavis pharmaceuticals faces more competition from similar firms than established firms? Interpretation of results: Strongly favoured, agreed

When one of the questions asked from respondents was if they agree that Actavis faces more competition from similar firms than established firms. The purpose behind asking the question was that to analyse the competition intensity between similar versus dissimilar firms. This question will further add value in our recommendation section to suggest innovative marketing techniques based on the research responses. The question was strongly favoured and there were -35% respondents who considered the competition level on very intense level in case of similar firms of Actavis Pharmaceuticals. For example, the competition with ASPEN PHARMACARE AUROBINDO, CIPLA DR REDDY'S LABORATORIES, EGIS, HOSPIRA, IMPAX LABORATORIES, RATIOPHARM, GEDEON RICHTER, SANDOZ, SANOFI-AVENTIS, SAWAI PHARMACEUTICAL, SIMCERE PHARMACEUTICAL, STADA ARZNEIMITTEL, SUN PHARMACEUTICAL INDUSTRIES, as competitors of similar firm is very stiff than others. Apart from this, 65% also agreed on this statement and considered the competition more intense in similar firms than other organisations.

7). MARKETING INNOVATION & COST CONTROL: Various costs such as direct and indirect costs incurred during the production process or after the manufacturing plays a very crucial role in designing the overall
STRATEGY OF THE PRODUCT SO CONCERNED . PRICING

IN

PHARMACEUTICAL

INDUSTRIES

ALREADY THERE IS INTENSE COMPETITION PREVAILING EVERY WHERE AND AS A RESULT EMERGING THE PRICE WARS AMONG COMPANIES SO IT IS ESSENTIAL TO FOCUS DEEPLY ON THE COST AND FORM THE RELEVANT MEASURES TO CONTROL THE COST SO INCURRED .

BOTH

MARKETING INNOVATION AND THE COSTS GO HAND IN HAND THUS THE

INNOVATION STRATEGY SHOULD BE SUCH THAT IT LEADS TO MORE PROFITABILITY TO THE FIRM WITH THE LESS COSTS .

Q). IS Innovative marketing strategies at Actavis pharmaceuticals has led to control the costs and sustained capital investment? Interpretation of results: Strongly favoured, agreed, indifferent

One of the questions in the survey was asked from respondents about the marketing innovation and cost control. As the question was, Is innovative strategies at Actavis pharmaceutical has led to control cost and sustained capital investment. In response from the total respondents was as follows, 35% strongly favoured that marketing innovation has controlled cost in the organisation. They narrated that marketing strategies have become a backbone to support organisational effective strategic decisions. 45% just agreed with the fact that innovation has led to sustained investment in the organisation. On the other hand, 20% remained indifferent to the fact.

8). MARKETING INNOVATION & ENHANCED SKILLS: The skills and knowledge of the personnel plays a pivotal role in the over all organization success. Therefore it is essential for the firm to provide such an atmosphere to the staff to enhance their skills and knowledge. Innovation provides the base where by the employees can enhance and utilized the level of knowledge and skills possess by them. As skills are the most important inputs for the innovation process undertaken by the organization. The expected results will not be revealed if the employees lack the sufficient level of skills and knowledge. Q). Are innovative marketing strategies at Actavis pharmaceutical results in enhancement of skills and knowledge sharing and command over frequent reporting?

Strongly agreed, favoured

Interpretation of results:

When the employees were asked regarding the innovation and the enhancement of skills with the following question: Are Innovative strategies at Actavis pharmaceutical results in enhanced skills and knowledge sharing and command over frequent reporting. This question was posed with an aim to analysing the shared commands, knowledge and frequent reporting changes due to innovative marketing strategies. Thus, an attempt was made to analyse our research to a little bit broader level where the innovative marketing strategies impact was analysed on a somehow broader level. In response to this question, 60% respondents favoured that innovative marketing strategies has certainly resulted an enhanced knowledge sharing and command leading to frequent reporting. 40% Respondents strongly agreed the fact. These were mostly the employees directly linked with marketing department and sales activities.

9). STRONG COORDINATION: The timely and efficient accomplishment of the objectives and goals mainly depends on the effective coordination and the team work of the employees. Sufficient environment should be provides to the employees to work together and achieve the common organizational goal effectively and efficiently. Coordination should not only exists within the department itself but also among the different departments such purchase, marketing, finance, research and development and so on for the smooth functioning of the work activities. In the innovation and R&D activities strong coordination is required to face the prevalent competition in the market. Q). Is there exists strong coordination among functions in research and development of organisation? Strongly favoured, favoured

Interpretation of results: One of the questions was asked to analyse the strong coordination among departments and functions of organisations after the implementation of any marketing technique or technology. The statement was that if there is strong coordination among functions in research and development of organisation. Of the total respondents 60% respondents strongly favoured the statement. These were the marketing and sales department employees. They proposed that unique marketing techniques bring more coordination among departments and the functions are strengthened. 40% Respondents favoured and also advocated the fact that innovative marketing techniques do not lead disharmony among organisational functions and always bring lasting impacts.

10). INNOVATION & REVOLUTION: Customer is the foundation of any business and in order to exist in the market it is required to serve the needs and wants of the customers. it is the society that provides the required resources to the organization in order to convert these resources into goods and services and ultimately again transfer it to the society. With regard to create the customers the important

function of the business is marketing and innovation. the regular innovation and R&D activities in the organization serves beneficial to become competent and face the competition. Product innovation is very important for revolutionized companies. the research and development activities provides insight and the clear understanding about what all measures is to be taken to face the competition and also to satisfy the emerging needs of the market on future. On the other hand the marketing revolution requires the solutions that are unique and are highly customised. In order to exist in the market it is required to serve the needs and wants of the customers. THEREFORE
THE CHANGE . ORGANIZATION

REQUIRES SUCH A CULTURE IN THE ORGANIZATION WHICH CAN LEAD TO COPING WITH

THE

EXTENT OF REVOLUTION AND INNOVATION DEPENDS ON THE SKILLS ,

KNOWLEDGE, PROCESSES AND SYSTEMS WHICH ULTIMATELY LEAD TO ACHIEVEMENT OF THE STRATEGIC TARGETS OF THE ORGANIZATION .

Q). Is the company has built the strong research capabilities and regulated the strategic targets with regard to innovation and revolution? Strongly favoured, favoured

Interpretation of results:

Another question was posed before respondents to analyse the innovation advent in Actavis Pharmaceuticals and the revolution due to this. The statement was if the company has built strong research capabilities and regulated the strategic targets. Of the total respondents 55% respondents favoured the fact that innovative marketing techniques have certainly brought revolution in the organisation. This has built strong research capabilities and regulated the strategic targets. 45% strongly favoured the fact considering the innovation as not just a revolution but also replacement of cost bearing methods and improvement of existing strategies.

Chapter 5 - Conclusions/Recommendations A description of the main lessons to be learned from the study and what future research could be carried out. - 1500 words

Conclusion & Recommendations

Todays business environment is very challenging and full with competition. Adoption of the innovative strategies and the techniques for the business growth is the only key of the success in

the marketplace. In order to escape from intimidation and to produce new-fangled opportunities, the consumption of the marketing strategies in the business is very essential. Well-prepared policies and strategic plans are the groundwork for the implementation of the market strategies, which are required by a successful firm. In the marketing strategies, long term preparations are made. The planning and scheduling for the betterment of the firm are established. For selfmotivated companies the preparation of strategies also needs to be very energetic and vibrant properly (Baker, 2008) This research proved the general ideas and thoughts that are used by the Actavis pharmaceutical; it also shows how the implementation of innovative strategies takes places by the firm during the competition of Biosimilar market. Is this innovative strategy is sufficient to achieve aims of the company? The atmosphere of business is exceedingly competitive and energetic. Innovative strategies also generates lots of ways of new chances for the firm to improve their growth and the position in the market, in order to assist the company new opportunities also helps them to face various challenges. Generic company before now contains lots of competition because of Biosimilar market (Ariely, 2008). Actives pharmaceutical is a genetic company that have not only been a brisk company but also very successful in implementation of the strategies in the best way. They know well how to deal with the marketing strategies and policies and how to efficiently exploit interval consequences keeping in mind the time durability. Competition is always occurring among reputable firms or corporations. So now if these are genetic companies, then they step in market with the strategies that are ground-breaking or standard, this strategy introduces them as successful company internationally. There is an extra

effort and hard working is needed for the generic companies in the case of comparable market. Their knowledge and expertise must be well-versed (Jens, 2005). Data collection that is gathered after lots of researches and the studies are symbolized with different graphs, figures, in the shape of tables and diagrams. This is designed using different techniques. Qualitative skills are also utilized. Collection of data that is obtained through researches and studies will be consisting on primary and secondary data. During the data collection the Tools of Microsoft Office such as, MS Word and MS EXCEL etc are used. Concerned topic contains a proper introduction section along with the starting reports, references, and conclusions and at the last of the research appendix gives the concise and explicable knowledge.

Theme of the research is concerned with the competency that can easily be found among those companies which provide similar services; identical strategy is also applied in Actavis pharmaceutical. It is in our knowledge that the world of competition is swiftly getting common among large companies it is not only approaching at national but also at international level because of the liberalization, globalization and economy privatization. This built relations at international level. For any firm or corporation who are engrossed in implementing pioneering strategies should contain strong economic background, and should also keep their focus on development of new chances in various regions of the state. This document contains research methods, policies and system. We have talked about the gradually process of research questions that are required to gathered up data and informative material for authentic study (Mary Kay Quinlan, 2002).

Biosimilar market is a platform for those companies who have intention to represent and build up their inventive goods they are aware with the market techniques also know how to deal with product running out date (Kofoed, 2005). However there are many generic companies existing companies who have credit of generating new companies because of their innovative ideas and excellent skills. Approaching at the aims and objective and improving the performance of the company at all aspects, it is necessary for the company to keep strong primary innovations. It causes a rapid growth in the business and also very cost effective strategy. Lots of companies like Layman have to encounter challenging environment of competition and prices. This study provides through review about the generic business that have adopted innovative strategies and stepped in the competitive market (John M, 2008). In order to making itself an important proficient element in the Biosimilar market, lots of marketing aspects are involved to access innovative strategies that are present in the market. This study will help us to understand various potential regions of indemnification and evaluation. This guide also helps to understand the successful strategies that are utilized in generic companies. Bio similar market that is discussed in this research is not only for the domestic level but also it has international influence. Not only the approaches are mentioned in this study but effective utilization of inventive strategies of generic companies are also explained. When the strategies are growth based then definitely the selection of strategy must possess profit and future expansion for the firm. This categorization contains four strategies which are: vertical integration, intensification, diversification and horizontal integration. The subsequent categorization consists on the two market elements dispersion and the sustainable competitive improvement. In 1984 Porter has given these structured strategies that is

involved with the matter of low cost leadership strategy and differentiation strategy. The strategies includes: market segmentation, differentiation and cost leadership (Brunn J, 2005). Apart from being inflexible, these marketing strategies are very supple during the implementation in any firm and can be utilized according to the condition and position that a firm encounters. Taking advantage in the competition countless imperative tools that are utilized by the firms through various strategies are present. These strategies are explained below. This classification deals with the market shares that are held by the firms. They include: supporters, niches, contestants and leaders. Various strategies are utilized by the firms on the basis of these strategies. Since 2001, Actavis exists in India. Their products are very cost effective and more than 620 people are providing quality services to their customers with great satisfaction. Out of the India this is the initial generic company which possesses flourishing and integrated operation throughout the nation. It offers extensive services and products, for example, rising and making active pharmaceutical ingredients (APIs). The responsibility of API (active pharmaceutical ingredients) is design innovative marketing strategies and terminating quantity. Actavis pharmaceutical worked in partnership with lotus laboratories in the year of 2005 and specialized in the clinical trails and made use of enormous inhabitants When the internal and external surroundings of the company are suspiciously scanned, it gave a variety of marketing strategies that are utilized by the business houses. The internal environment consists on the consistent resources, different restriction, analyzing performance etc. however the elements of the external environment consist on the industrial, political, reasonably priced and public environment. The selection of the marketing strategies should match with the aims and

goals of the firms that are about to be obtained (David, 2008). Can we achieve object and the aim of the company through innovative strategy? The aim of this research is to be familiar with Actavis pharmaceutical consigns surrounded by generic companies. We have also discussed new innovative method that is utilized by the Actavis. The Zurich states in 2005, since last many years pharmaceutical are dealing with many issues such as cost, prices and industry confidence problems. Consequently it is very important to implement innovative strategies because it will not only boost up company in to the market place but also increases the potential of facing competency that exists among the further generic companies. In the concerned research, the innovative strategies are for the Actavis pharmaceutical to become competent in the bio similar market. As we know that the current marketing environment is highly dynamic and involves the cut throat competition not only in its national border but has raise throughout the globe because of globalization, liberalization and privatization of the economy. This has brought the entire globe in one single umbrella. In order to adopt the innovative strategies the firms should also possess the sound financial background. Also should analyze the threats and opportunities available in different regions.

This document includes research techniques, strategies and mechanisms. We have discussed how we will draw our research question gradually into presentable and readable form so to have the authentication of the research. (Mary Kay Quinlan, 2002)

The research commences wraps up all of the issues of how the Actavis pharmaceutical can encounter competency in the Biosimilar market with the utilization of new skills and strategies. Therefore it is very essential for the firms to take care of the situation and should carefully examine the opportunities and chances that are used during the competitive growth. Dynamic environment of the business many times leads companies to move towards the incorrect implementation of the marketing tactics. So it is very essential for the generic firms to decide and estimate marketing strategies properly and must consider an appropriate way of selecting methods among alternatives that are available in the market.

CHAPTER 6:References

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Questionnaire This questionnaire has been organised to analyse the established marketing based innovative in your organisation. This is an academic conducted research and we essentially need your cooperation. Section 1 Personal Information Age

 Gender

17 - 18yrs 21 23 yrs

19 - 20 yrs. 24 and above

Male Female

Department Marketing

Designation Officer Manager Project Manager Marketing Executive

Assistant Manager

20 questions Section 2

To assess marketing based innovative techniques at Actavis, we need your cooperation to fill this SD D questionnaire. 1. For Actavis Pharmaceuticals innovation is als the 2. primary basis for accomplishing . organisational g Actavis Pharmaceuticals recovered per unit cost by implementing cost leadership 3. strategy. The company has made unique offering and 4. enhanced profitability by implementing focus strategy. In your opinion innovative techniques have brought 5. high revolution in Actavis Pharmaceuticals Actavis Pharmaceuticals is facing intense competition and price war from other 6. 7. industries in the same zone. Actavis faces more competition from similar firms than established firms. Innovative strategies at Actavis has led to control 8. cost and sustained capital investment. Innovative strategies N A SA

atActavisresulted

enhanced skills and knowledge sharing and 9. command over frequent reporting. There is strong coordination among functions in research and development of organisation.

10.

The company has built strong research capabilities and regulated the strategic targets.

*We are highly obliged for your cooperation and support that you provided to fill this questionnaire.*