Let's Go In Bulgaria

Question 1

Strenghs

Weaknesses

3 products (LIPIM,TADAN,DIPANE) already implanted

LIPIM:

Good potential of LIPIM product : predict 10 000 unit sales at 10.29€ in 2001 with sustained product promotion

DIPANE:

Our price 5.34€ compare to 18€ for our competitor

Management at distance

Promotion*

Opportunities Threats

Bulgaria :

Needs increasing

Means are developing

Monetary stability

Member of European union

PECO country

Welfare system

Local production costs less than imports

Pharmaceutical market growth(20% between 2000 and 2001)

LIPIM:

Increasing of LIPIM segment

TADAN:

Market is favorable to medications derived from plant extracts

DIPANE:

Only one competitors who’s very expensive (DETROUTOL)

Prevision of 15000 sales unit in 2003

COFACE covered importers

Distributers have already their red of pharmacies and the two major distributors are interested in collaboration with us

Bulgaria :

Poor country

Little market size

Decline of the welfare system refund budget*

LIPIM segment:

Bulgarian LIPIM generic : 50% of the market share

TADAN segment:

Volume is weak with a constant growth of 20%

DIPANE segment:

Not very well developed market

Recording pharmaceutical products: 6 to 10 months with European style filing system.

20/250 of distribution organization have proven successful and attained respectable size.

Success Factos

TADAN: Market is favorable to medications derived from plant extracts

LIPIM: Don’t be to expensive

DIPANE: Good price

Key points

Taking control of promotion

Quickly enlarge the number of commercialized products

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