Advanced

From batch to continuous production in India – A market entry strategy aimed at the pharmaceutical industry

Granstrand, Elin and Larsson, Rebecka (2009) MIO920
Production Management
Abstract
In 2007, the Company launched a continuous reactor in
Europe used for producing chemicals. The Product intends to
replace the batch reactor for certain chemical processes,
which would involve a major change for the customer. The
Company wishes to launch the Product in India, but as the
technology and the Indian market is young, there are
uncertainties regarding how to launch it.
Purpose: The purpose is to understand the potential of the market for
continuous production, to suggest a target group, to
understand where in the customer’s organization it should be
introduced, and finally to identify customer values and
suggest marketing activities prior to the launch.
Method: The study starts with an explorative study, followed by a... (More)
In 2007, the Company launched a continuous reactor in
Europe used for producing chemicals. The Product intends to
replace the batch reactor for certain chemical processes,
which would involve a major change for the customer. The
Company wishes to launch the Product in India, but as the
technology and the Indian market is young, there are
uncertainties regarding how to launch it.
Purpose: The purpose is to understand the potential of the market for
continuous production, to suggest a target group, to
understand where in the customer’s organization it should be
introduced, and finally to identify customer values and
suggest marketing activities prior to the launch.
Method: The study starts with an explorative study, followed by a
descriptive study where 12 pharmaceutical companies in
Indian have been interviewed. An adductive approach has
been used for relating theory to empirics.
Conclusions: Assuming full penetration, the yearly market potential is
estimated to more than 50 continuous reactors. The Company
should do a pilot launch with six of the companies in the
primary target group, which are pharmaceutical companies
conducting discovery research. Reference and buy leasing
the Product are two important activities. (Less)
Please use this url to cite or link to this publication:
@misc{1978336,
  abstract     = {In 2007, the Company launched a continuous reactor in
Europe used for producing chemicals. The Product intends to
replace the batch reactor for certain chemical processes,
which would involve a major change for the customer. The
Company wishes to launch the Product in India, but as the
technology and the Indian market is young, there are
uncertainties regarding how to launch it.
Purpose: The purpose is to understand the potential of the market for
continuous production, to suggest a target group, to
understand where in the customer’s organization it should be
introduced, and finally to identify customer values and
suggest marketing activities prior to the launch.
Method: The study starts with an explorative study, followed by a
descriptive study where 12 pharmaceutical companies in
Indian have been interviewed. An adductive approach has
been used for relating theory to empirics.
Conclusions: Assuming full penetration, the yearly market potential is
estimated to more than 50 continuous reactors. The Company
should do a pilot launch with six of the companies in the
primary target group, which are pharmaceutical companies
conducting discovery research. Reference and buy leasing
the Product are two important activities.},
  author       = {Granstrand, Elin and Larsson, Rebecka},
  keyword      = {Market potential,market segmentation,target group,buying
center,diffusion process,market size,segmentation
variables,buying decision process,new product launch,revolutionary innovation,introducing a new technology,launch activities,critical success factors,organizational
buying behavior,Indian pharmaceutical market,continuous
production,batch production.},
  language     = {eng},
  note         = {Student Paper},
  title        = {From batch to continuous production in India – A market entry strategy aimed at the pharmaceutical industry},
  year         = {2009},
}