Vyvanse Global Marketing Plan
Exporting Vyvanse to China
November 18, 2008
International Marketing
Illinois State University
Student Names Listed Here
Table of Contents
Executive Summary 3
Company Overview 4
Industry / Category 4
Global 4 National 5
Cultural Analysis 7
Geographical setting 7 Relevant history 7 Population 8 Religion 9 Living conditions 9 Business customs/etiquette 9 Cultural descriptors 10
Political/Legal Analysis 10
Current Relations with U.S. 11 Political Risk Assessment 11
Economic Analysis 13
Economic Statistics & Activity 14 Transportation Infrastructure 14 Communication Infrastructure 14 Labor Force 14 Working Conditions 14 Principal Industries 15
Trade Policy Issues 15
The World Trade Organization 15 U.S. and China Trade 15 Harmonized System Codes 15 Trade Barriers 16
Financial Analysis 16
Competitive environment 18
Market shares 18 Major competitors 20 Novartis 20 Johnson and Johnson 20
Marketing Mix Analysis 22
Product 22 Distribution 23 Price 26 Promotion 27
Conclusion 29
References 31
Appendix 35
Executive Summary Good.
Vyvanse, incorporated with Shire Corporation, is a central nervous system stimulant made for children and adults with attention deficit hyperactive disorder (ADHD). The drug is meant to improve focus, organization, and to ease impulsivity in both children and adults. China is the world’s most populous country with well over 1.3 billion people. With approximately 1/5th of the world’s population and one of the world’s fastest growing economies, it presents significant potential for the pharmaceutical industry; currently in the growth stage in China with a life cycle of 45-50 years. As of 2007, China became the world’s ninth largest drug market. It is expected to be the fifth largest in the world by 2010 with an annual growth greater than 16%. In 2004, China’s total output of
November 18, 2008
International Marketing
Illinois State University
Student Names Listed Here
Table of Contents
Executive Summary 3
Company Overview 4
Industry / Category 4
Global 4 National 5
Cultural Analysis 7
Geographical setting 7 Relevant history 7 Population 8 Religion 9 Living conditions 9 Business customs/etiquette 9 Cultural descriptors 10
Political/Legal Analysis 10
Current Relations with U.S. 11 Political Risk Assessment 11
Economic Analysis 13
Economic Statistics & Activity 14 Transportation Infrastructure 14 Communication Infrastructure 14 Labor Force 14 Working Conditions 14 Principal Industries 15
Trade Policy Issues 15
The World Trade Organization 15 U.S. and China Trade 15 Harmonized System Codes 15 Trade Barriers 16
Financial Analysis 16
Competitive environment 18
Market shares 18 Major competitors 20 Novartis 20 Johnson and Johnson 20
Marketing Mix Analysis 22
Product 22 Distribution 23 Price 26 Promotion 27
Conclusion 29
References 31
Appendix 35
Executive Summary Good.
Vyvanse, incorporated with Shire Corporation, is a central nervous system stimulant made for children and adults with attention deficit hyperactive disorder (ADHD). The drug is meant to improve focus, organization, and to ease impulsivity in both children and adults. China is the world’s most populous country with well over 1.3 billion people. With approximately 1/5th of the world’s population and one of the world’s fastest growing economies, it presents significant potential for the pharmaceutical industry; currently in the growth stage in China with a life cycle of 45-50 years. As of 2007, China became the world’s ninth largest drug market. It is expected to be the fifth largest in the world by 2010 with an annual growth greater than 16%. In 2004, China’s total output of
References: Population: 1,343,000,000 (2008 est.) [pic]