Avoiding Invasive Tactics When Conquering Markets

Avoiding(invasive(tac.cs(when(conquering(markets(

Fernando(Ferrer.(BS,(MBA(September(29,(2012(

New(York(CityFMicrosoG(Building(

Avoiding(invasive(tac.cs(when(conquering(markets(

Abstract(Entering(into(and(succeeding(in(Global,(La.nFAmerican(and(Emerging(markets(demands(not(only(a(deep(analysis(but(real(interna.onal(experience,(a(wide(range(of(skills,(and(culture(sensi.vity.((

This(presenta.on(outlines(the(global(perspec.ves(of(the(organiza.ons(and(their(leaders,(tackling(then(business(in(La.n(America(and(in(the(life(science(market.(

Fernando(Ferrer.(Mul.na.onal(Partnerships(( 2(

from(Domes.c(business(…(

3(Fernando(Ferrer.(Mul.na.onal(Partnerships((

…(to(Global(business(


Globaliza.on(is(a(con.nuous(process(of(worldwide(interconnec.ons(

A(global(business(strategy(should(be(doing(everything(the(same(everywhere(

What(works(in(one(country,(fails(in(another.(

Because(na.onal(differences(s.ll(maWer.(


if(na.onal(differences(s.ll(maWer,(What(can(a(Global(firm(do?(

Think(globally(

Embrace(diversity( Decentralize(

Set(few(standardized(

polices(

Create(links(around(the(processes(

Manage(tradi.on(and(

change(


Diversity(of(experience(

Skills(to(build(successful(partnerships(

Cultural(sensi.vity(and(awareness(to(get(the(message(across(

…and(a(Global(leader?(


Heading(to(La.n(America(

understand(the(environment(from(different(perspec.ves(

Global(

Country(

Industry(

Internal(


La.n(American(Alliances(

10(

CELAC(F(Comunidad(de(Estados(La.noamericanos(y(Caribeños((

Mercosur(F(Mercado(Común(del(Sur(

CAN(F(Comunidad(Andina(de(Naciones(

SICA(/(SIECA(F(Sistema(de(la(Integración(Centroamericana((

Caricom(F(Comunidad(del(Caribe((

ALBA(F(Alianza(Bolivariana(para(los(pueblos(de(nuestra(America((

OEA(F(Organización(de(los(Estados(Americanos(

NAFTA(F(North(American(Free(Trade(Agreement(

Bilateral(free(trade(agreements(with(other(Na.ons(and(Economic(Alliances(

Fernando(Ferrer.(Mul.na.onal(Partnerships((

similar(hurdles(faced(in(established(markets(…(((((((((((

…but(they(need(to(be(addressed(with(Fresh(Eyes((

entering(into(“new”(markets(

regula.ons.,(quality,(

compliance(

pricing,(market(access(&(

distribu.on(channels(

resources(and(infrastructure(

compe..on,(costs(

market(awareness(&(promo.on(


Fresh(Eyes(

understand(the(market’s(dynamics(

use(boWom(up(approach((


address(the(countries’(demands(

commitment,(flexibility((

clear(objec.ves,(strategy,(organiza.on,(people,(

resources,(skills(

deep(and(rigorous(analysis(to(take(informed(decisions(in(an(ambiguous(mul.cultural(

environment((((


connect(with(the(targeted(Country(and(Region(from(different(perspec.ves(

invest(in(learning(

Economical(

Social(

Poli.cal( Technological(

Industrial(

Natural(Environment(


avoid(invasive(tac.cs(conquer(the(market(by(understanding(it:(

business(development(

show(cultural(sensi.vity(

engage(with(the(local(culture(and(community(

spend(.me(with(interna.onal(customers(

lead(with(Senior(decisionFmakers((

demonstrate(local(commitment(

understand(the(ra.onal(and(the(emo.onal(culture((

partner(&(learn(with(local(experienced(organiza.ons(

divide(risk(by(partnering(with(players(that(are(looking(to(grow(

through(innova.on(

building(trusts(takes(/me(


specific(market(approach(

eliminate(complexity(in(the(processes(


lead(the(change(against(((“Not(Made(Here”(

17(Fernando(Ferrer.(Mul.na.onal(Partnerships((Fernando(Ferrer.(Mul.na.onal(Partnerships((

Procedures,(controls(and(ensuring(quality,(ethics(and(compliance(must(

support(business((((((((development(and(

innova.on(


Regional(&(Country(Strategies(aligned(with(the(Corpora.on(and(the(Market(

Business(Models,(Plans(and(Life(Cycles(

•  Organic(/(M&A(,(JV(,(Alliances(/(Distribu.on(,(Partnership(

Expansion(&(growth(

•  Revenue(/(Profit(Financial(goals(and(cash(flow(

•  Proprietary(/(Generics(/(Holis.c(Approach(((Product(porpolio(and(Marke.ng(strategies(

•  InFcompany(/(outsourcing(F(mixed(/(investments(,(infrastructure((

Commercial(&(Industrial(organiza.on(

•  Global(/(Country(/(Access(Pricing(&(Served(markets(


Expansion(&(Growth(models((

Organic(

High(Time(and(Resources(consump.on(

(

Gain(experience(

(

Follows(the(Corp(model(

M&A,((JV,(Alliances(

Time(Savings(

(

High(Cash(Investment.(((

(

Integra.on(is(key(

Distribu.on,(Partnership(

Less(Investment(&(profit((

(

Communica.on(and(alignment((

different(needs,(benefits(and(.me(to(market(


• select(the(products(that(make(sense(to(the(market(

• new(expensive(therapies(are(difficult(to(commercialize((

• different(demographics(and(diseases(from(US(and(EU(

• Wide(range(of(registra.on(.melines(and(requirements(

Product(Porpolio(/(Product(Mix(


• For(pricing(approval,(Governments(are(reques.ng(pharmacoeconomic(studies(showing(benefits(

• discounts(and(exchange(rates(of(local(currencies(affect(the(forecast(&(marke.ng(plans(

• autonomy(among(the(Business(and(Therapeu.c(Areas(avoid(the(bargain(of(the(porpolio(

• invest(on(developing(partnerships(with(the(mul.ple(distribu.on(channels(

Price((and(Place(


• push(and(pull(messages(locally(tested(and(validated(throughout(mul.level(channels(

• local(market(research(and(holis.c(vision(including(all(the(stakeholders(

• follow(and(innovate(on(the(tradi.onal(and(digital(channels((

Promo.on(and(Communica.on(channels(


• impact(on(La.n(American(and(Emerging(markets(must(be(considered(at(early(stages(

• produc.on(scale(is(key(for(cost(leadership(and(market(share(aGer(LOE(

Integrate(Clinical,(Technical,(Opera.onal(and(Growth(Strategies(


• remain(global(and(differen.ate(yourself(from(local(compe.tors(

• protect(Brands(and(IP(from(nonFinterna.onal(prac.ces(or(corrup.on(

Brands(and(Intellectual(Property((IP)(


• resources(in(headquarters(providing(dedicated(support(and(guidance(to(the(local(business(

• local(organiza.on(fully(dedicated(to(the(local(opera.on(

• integrate(the(organiza.on(across(the(boundaries(

• higher(demand(of(experienced(talent,(exchange(rates(and(infla.on(impact(the(HR(costs(

Human(Resources((HR)(and(Structure(


• achieve(profit(as(the(ul.mate(goal(• invest(within(the(local(communi.es((• think(long(term(

BoWom(Line(


Thank(you(Fernando(Ferrer(

Mul.na.onal(Partnerships(LLC((

[email protected](

+1(908(514(2770((