Market Leader Strategies: AstraZeneca Defending its Turf |
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ExcerptsBackground NoteOn April 6, 1999, two pharmaceutical companies - Astra AB (Astra) of Sweden and UK-based Zeneca Group Plc (Zeneca) - merged and formed a single entity called AstraZeneca. Analysts felt that the amalgamation would be smooth as the two companies shared parallel work cultures and visions pertaining to the pharmaceutical industry. (Refer to Exhibit I for AstraZeneca's logo)...
The Impending Shark FinLosec/Prilosec was a cash cow for AstraZeneca. The brand's sales between 1997 and 2001 were a whopping US$26 million. With the patent of the brand set to expire in 2001, the company was in danger of losing its market leadership in the PPI market as well as in the treatment for acid-related disease market. PPIs were a fast growing segment with Losec/Prilosec spearheading the sales...
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