The Bargaining Ability Of Customers Or Clients Marketing Essay

Over the past few years, the pharmaceutical industry is within circumstances of impressive changeover. There are also many interesting potential clients happening in the pharmaceutical industry such as progressive advancement in the field of information technology and the progression of market segments (Cooper & Hoff, 1988). The pharmaceutical industry comprises of business that creates drugs and then patent and provides out the drugs to customers. Pharmaceutical firms spent a lot of money on development and produce products which are extremely creative. After 1970s, pharmaceutical industry shows higher rate of progress and the industry can be mainly divided in to five categories including ethical, universal, biotech, and OTC and vaccine companies (Botttazzi & Secchi, 2005). International pharmaceutical market is dominated by Johnson & Johnson, Pfizer, Glaxo SmithKline, Sanofi-Aventis and Novartis. Pharmaceutical companies have created huge influences on global health industries by providing many drugs which were effective to avoid many diseases and health supporting services which improvised the health conditions of several patients all over the world, but essentially it can be an industry which works for profit. For a long time many pharmaceutical companies lost their license to create their product because they couldn't keep carefully the public safety laws and many drugs have been forbidden from the marketplace due to the same reason. After all these incidents and its own sensitive business dynamics, pharmaceutical companies are purely scrutinized by administration based regulation organizations.

Douglas Pharmaceuticals

Douglas pharmaceutical is a New Zealand structured company using its headquarters situated in Auckland. They are suffering from a systematic perception of its proposed generic drug market space and are known as a leading pharmaceutical company in Australasia. As a result of frequent success in the local markets, the company is now focused on exporting to europe and the United States of America. In the recent years they have got made contracts on syndication and manufacturing and many marketing alliances with many large international companies and are believed to be always a significant progress in the globally export market (douglas pharmaceuticals, 2013).

Porter's five forces

Porter's five pushes research is a shape work which is used for assessing or understanding a business in which a company or a business functions; and also to learn getting success over their rivals as well concerning verify how could it be for the new entrants. Porter's Five Causes are: 1) Risks of new entrants; 2) competitive rivalry within an industry; 3) bargaining ability of customers or potential buyers; 4) bargaining electric power of suppliers and 5) risk of substitute products (Porter, 2008). In cases like this study, we give attention to how Michael Porter's five exterior environmental forces influence the pharmaceutical industry.

1. Threat of new entrants

While analyzing your competition in the pharmaceutical industry, introduction of new organizations which affects the competitive dynamics have to be considered. These firms bring new ideas, assets and competency with an aspiration to possess their say in the market share. They need to face many hurdles made by the existing competitors to place off their market admittance also to stunt their progress.

In the pharmaceutical sector the obstacles to accessibility are relatively high. The beginners will have to face many hurdles to enter the market; mainly by means of retaliation from more developed players in the market, high investment cost and development cost related to R&D and strict government laws. Companies or firms having large production units will have patents to protect their product from cheap replications and their marketing costs will be particularly high in order to safeguard their brand (Hasson & Johnson, 2009). Research and development in the pharmaceutical industry will require vast amounts of money per year and on the average it will take twelve to thirteen years to bring in a new medication in the market.

Another important factor which impacts the accessibility of new entrants in to the market is as a result of large economies of level and the sectors demand of high amount of capital. In addition, the possibility of several risks related to effectiveness of a recognised company such as work relevant experience, third party relationships and the introduction of new patents, which may have been established years back again and cause a problem to the new entrants (Circumstance, 2010).

Furthermore, other such obstacles which influence the admittance of new entrants in the pharmaceutical industry is the distinctiveness of products and the complexity in accessing to the right channels of distribution. All the major pharmaceutical companies brand individuality will be actively related with client's loyalty and choices in the drugs brand. However, the new entrants will never be able to produce a brand easily, as the process of fabricating a brand name will be both an extended and costly process. Besides this, even founded pharmaceutical companies need to handle strict regulations and will need federal approvals with reference to creating and providing their pharmaceutical products. So clearly in this context, the new entrants will see it very discouraging to type in the market.

2. Competitive rivalry within an industry

Pharmaceutical industry in a worldwide market is very competitive and energetic. Additionally, pharmaceutical companies own high competitive nature to hold significant market talk about to be able to dominate the whole industry. International market is a very energetic place where companies are compelled to invest huge amount of cash in R&D to create and deliver services to remain productive and attractive in this vibrant business (Giaccotto, Santerre, & Ver, 2005). Currently, strict and quickly changing government restrictions and public consciousness programs are also producing several major troubles in pharmaceutical industry.

Inventions and enhancements can change the pharmaceutical industry at any time. An treatment of a fresh product or drug may easily provide great focus on a fresh company and produce severe destruction by using an already proven company's successful market. Therefore, struggling with for patents among huge companies has ended up being very common. Intellectual property rights and patents protect pharmaceutical companies from competition but once the patent gets expired, the business will eventually lose their competitive advantages. Many pharmaceutical companies produce same drugs and products specialized in various classes of drugs, but brand plays a major competitive advantage. Once the competition is high, many companies make an effort to produce and store high amount with their products resulting in high fixed and storage costs (Smith, 2008). In order to avoid these additional costs, a company should discover a way to sell their products when it manufactured. When a company couldn't keep their products constantly on the market, it is going to lose its customers.

Pharmaceutical companies need to get plenty of profit R&D and other product promotions at the start stages. Once the company made these huge primary opportunities, it is hard to stop even if it's not successful and less profitable. So, it is important to work with different strategies and action programs to become competitive and strong to determine new opportunities and also to enhance their position in this challenging market (Alina Mihaela Dima, 2010). Usually these strategies include price competition, promotional encounters and new product unveiling. Before analyzing the competitive character of the market, companies should analyze the intensity of the competition and its impacts on the profit. After examining these crucial factors a company should examine its power and weakness in a global market scenario and its own ability to survive with other founded competitors.

While looking at with other establishments, pharmaceutical industry doesn't have significantly high rivalry because each company produce their own unique products and all patent protection under the law keep them strong in their specific competitive field. Entry of new companies is comparatively less largely because of the higher barriers to entry specially, huge investment in production, R&D and marketing.

3. Bargaining vitality of customers or buyers

The pharmaceutical industry is a very vast industry and includes many customers in the form of patients and their family members, Pharmaceutical Benefits Advisory Committee (PBAC), Pharmaceutical Benefits Rates Expert (PBPA), departments of fund, hospital boards and other such purchasers in regards to to various situations and specific businesses. In a very pharmaceutical industry customers can influence the business by trying to reduce the price, requiring better quality and improved service. A buyer may become a robust factor especially in conditions when they buy in variety, or they choose other suppliers to purchase your products or they are aware of the industry and make needs based on their consciousness (Carey & Barrett, 2004).

Patients can be viewed as as the vital consumers but usually does not have much choices on the drugs approved by doctors. A lot of the patients may not have the knowledge or education to understand the chemical aspect of the drugs or its results (Herxheimer, 2003). These are basically pressured to buy what their medical doctor prescribes. These conditions limit the impact of the best customers on the pharmaceutical industry. Additionally, in many cases medical costs are included in medical health insurance companies and patients aren't much bothered about the price rate. In a very pharmaceutical market place, a buyer has many options to choose his goal among a variety of products because many of the pharmaceutical companies produce same drugs in several brands. Furthermore, they can choose generic medicines instead of branded medicines which are comparatively cheap. In short, specific patients buy substantially fewer amounts of products and the bargaining electricity which they keep is significantly lower than that of hospitals and medicine stores. Private hospitals and medicine stores purchase large and their bargaining ability will always stay high because they can switch in one company to another on the basis of their needs.

However, recent changes in the international healthcare system allow the patient participation better. This consumer understanding creates the industry more price hypersensitive. Price competition in the non approved drugs category is high because patients are usually in a position to choose these drugs by their own choice. Pharmaceutical companies should give more attention towards consumer centered marketing strategies in order to handle these new general population movements. In a healthcare sector, doctors play an important role to promote or sell a product and successful direct marketing human relationships with doctors are significantly important to expose a fresh product or promote existing products (Grande, Shea, & Armstrong, 2012). But many countries have recently increased their regulatory types of procedures to regulate the influence of pharmaceutical companies on their health industries. More focused methods and sales strategies are crucial to triumph over these difficulties.

4. Bargaining electricity of suppliers

Pharmaceutical industry works very large size production, product packaging and distribution of large types of products. Pharmaceutical companies will often have to rely upon wide selection of suppliers who usually provide recycleables, chemical components, intermediate products and other essential industrial requirements. Several suppliers are biotechnology businesses, chemical companies, developing vegetation and local marketing associates (Kirytopoulos & Voulgaridou, 2008). Pharmaceutical companies greatly rely upon the suppliers who are providing basic natural material for company's production process such for the packaging procedure for drugs foils are essential to hide the tablets of capsule. But these suppliers don't have much bargaining electricity on the pharmaceutical companies because these pharmaceutical business are essential to allow them to sell their products and survive. Most of the pharmaceutical companies have their own creation plants to create their basic components and therefore the supplier's power is negligible.

Overseas head office buildings, local marketing companions and third party suppliers who are providing the products on the market can have more bargaining electricity than the other natural material suppliers. Because they control the supply chain and any injuries on these supply chain can produce unwanted effects on the market place. These suppliers can deal with the business by threatening to improve price or to decrease the quality of goods and service. These middle suppliers may have significant impact in the market and they can use these influences to bargain. It is not easy for an established company to improve their suppliers when the suppliers begin to bargain.

Currently pharmaceutical companies are basically dependent on biotechnology companies and other private medical research businesses (Abelson, 1996). Biotechnology companies provide their new technologies and materials to the well established pharmaceutical companies and use their large and comprehensive marketing channels and sales forces. This is regarded as mutual relationship at the start stages but several biotechnology businesses may already have an intention to become 3rd party pharmaceutical companies. For pharmaceutical companies, these alliances with biotechnology companies are essential to introduce services in the market and use their patents.

5. Risk of swap products or services

One of the key attractive top features of the pharmaceutical industry is the fact it generally does not have much hazard from the substitute products in the market. Usually consumers do not seek out an alternative approved medication. However, one of the essential substitutes for approved drugs is the generic medicines. Generic medications are the copies of formerly patented drugs and which is similar to branded names. Lots of the patients chose general medicines because they are relatively cheaper than the original medications (Brems, Seville, & Baeyens, 2011). But common medicines are hardly ever available as substitutes because of the patent protection. Once the patent expires, company lose their monopoly of the medicines and the companies which produce generic medicines don't need to invest the original cost of R&D that allows them to lessen the merchandise price. But large pharmaceutical companies are able to control their market and can handle challenging these substitute common drugs.

Recently pharmaceutical companies are facing hazards from other companies that happen to be producing natural remedies using natural remedies and other conventional products. Many new companies have produced natural pharmaceutical products such as creams, body lotions, coughing syrups, gastrointestinal problem relieving tablets etc. New marketplaces based on natural healthiness programs have become extremely popular especially in the treating obesity, cholesterol, hemorrhoids and other life-style diseases. Natural drugs are mainly focused on fewer side results and provide long term cure and these traditional structured medicines have got huge attention among consumers.


After evaluating the impact of these competitive makes, suppliers can discount with the business by threatening to withhold resource, which can lead to delaying the regulatory distribution process. At the same time clients can demand for high quality products with low prices. Authorities based regulatory organization can produce many barriers in the production and circulation of the merchandise. Once something is turned down by regulatory agency, it cannot enter into the market as well as the government insurance policies will be totally controlled throughout the operations of the pharmaceutical companies. Patent safeguard can save the monopoly of a company for a restricted time period but universal and natural drugs creates the existing pharmaceutical industry as a hardcore industry to maintain. More developed and popular drugs cannot be eliminated from the marketplace despite having the appearance of a fresh entrant or something. These problems don't make the pharmaceutical industry less attractive because there are constant studies and studies that are progressing to determine the effective drugs to take care of many diseases without any available medications.

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