UK Market Entry Strategy
A Swiss-Italian pharmaceutical company wishing to enter the UK market. What are the market requirements including pricing and the strategy for entry?
A full external audit was carried out in including market dynamics. Competitors were analysed in detail – their capabilities, strategy, resources, pricing, likely response etc. Potential customers were researched. PASA was interviewed and gave support.
A full entry strategy was developed for market entry, including pricing levels. Competitor analysis showed that there was a considerable threat of take-over by the market leader.
As a result of the competitor threat the company delayed UK market entry and concentrated on other geographical areas, entering the UK market later.