EXPORT MARKET PLANNING - PHARMA

MARKET RESEARCH / MARKET SIZE

Foreign Trade Data

HS code: 30 (Pharmaceutical products)
Selected Countries: Benin, Burkina Faso, Cape Verde, Côted'Ivoire,Gambia,Ghana, Guinea, Guinea-Bissau, Liberia, Mali, Mauritania, Niger, Nigeria, Senegal, Sierra Leone, and Togo

Selected years: 2005, 2006, 2007

*Data not available for some countries for 2006 & 2007.

Top Importers	Trade Value
Côte d'Ivoire	$512,759,168
Senegal	$355,433,828
Mali	$135,609,231
Ghana	$115,328,987
Togo	$80,866,804
Other countries	$92,918,772
Total Import: $1,292,916,790

Top Import Partners
Importers	Trade Value
France	$732,079,005
India	$106,179,456
Belgium	$43,103,148
China	$28,175,963
Portugal	$27,700,687
Other partners	$263,160,145

Total Pharma exports to West African Countries from India on 2006-07 297.93 Million US$ 2007-08 267.55 Million US$

Total Exports to West and North Africa from India on Medical wadding, gauze, and dressings etc on 2007-08 (Apr-Dec) 202824 US $

Total Exports to West and North Africa from India on medical or surgical inst.

2006-07 17.48 million US$

2007-08(Apr-dec) 15.32 Million US$

Top Competitors: Worldwide competition comes from France, Belgium& China.

Top competitors from India: Cipla, Ranbaxy and Flamingo pharmaceuticals and

other players

Products

Human Medicines, injections, Medical devices, surgical instruments, Medical Equipments etc.,

Veterinary products, bolus, vitamins and boosters etc..,

West and North Africa’s Animal husbandry ration is 3:1 as per UN statistic. It will be good to enter into veterinary medicines market along with Medical device and surgical instruments business.

The competition in human medicines market is higher although that market is having high potential. As per statistics available it found that Medical devices and surgical market is growing rapidly. Since the company is manufacturing entire range of products in medical devices it will be easy to launch in the markets. The company has advantage of supplying any quantity in a minimum lead time.

Regulatory norms: some countries are non-regulated and some countries like Ghana, Gambia, Algeria, Morocco follows WHO norms and strictly follows the regulatory norms.

Pricing & Pricing strategy

West Africa & North Africa’s buying capacities not very high like EU. So product prices should to be maintained as Low to Medium range. This will help the company to position the products at the market.

Pricing strategy would change as per country to country and it would be discussed time to time as per company policies.

MARKET ENTRY/PROMOTION:

Initially the company can concentrate in two modes of entry as below:

• Direct sales to Distributors / hospitals
• Sales through overseas agencies on commission basis

PROMOTION:

Direct mails & Website: cheapest way to initiate international business

Trade Fairs: Participating international Trade fairs

Personal Visit to the markets: will build long term relationships with the customers

MARKET SHARE TARGET

These markets are growing at the rate of 5 -7% per year as per IMS health’s forecast. So, Comfortably Company’s target could be achieving 5-10% of the Market share within the period of three years.

Financial Resources & Marketing costs

Could be discussed with the financial dept.

Action Plan

Further Activities and responsibilities could be discussed with the company management to go-ahead with international business.

BEST OF LUCK FOR BETTER BUSINESS.. SURESH

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EXPORT MARKET PLANNING - PHARMA

EXPORT PLAN

Written by Suresh Aiyer ssuressh@gmail.com

SUMMARY

Manufacturers and exporters of Pharmaceuticals & medical devices and established on 1987. Products are exported to the Ministry of health in several countries through tenders. All Manufacturing units are having W.H.O. G.M.P. Certification and well equipped with latest equipments.

Objectives and Goals

Creating a global brand and capturing a considerable Market share in the International business.

Production Capacity

The company is having several and Job work plants so that for different sections the operational areas are spacious enough.

Market Selection

Target Markets: West African Countries and North African Countries

West African countries : Benin, Burkina Faso, Cape Verde, Cote d'Ivoire (Ivory Coast), Gambia, Ghana, Guinea (Conakry), Guinea(Bissau), Liberia, Mali, Mauritania, Niger, Nigeria, Senegal, Sierra Leone, Togo.

North African Countries: Algeria, Egypt, Libya, Morocco, Tunisia, Western Sahara

MARKET RESEARCH / PRIMARY LEVEL:

West African Region: 300 million population in 2007, 480 million in 2030. And soon to be mainly urban region that will include 23 cities with more than one million inhabitants. 60 % of the population is under 25 years of age.

In 2005, the combined Gross Domestic Product (GDP) for ECOWAS was estimated at $139 billion Economies within the Community are at varying stages of development. Nigeria’s economy is larger than the combined GDP of all other West African countries, with a GDP of $78 billion. GDP average growth rate of 4.5% per year since 2000.

External trade represents ¾ of regional GDP. The European Union, the United States and China, are the three main trading partners.

Official languages: Arab, English, French, Portuguese.