M.Small Alcon MBA Project

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M.Small Alcon MBA Project

  1. 1. Colorado State University BUS621 – Fall 2007 Matthew Small
  2. 2. Company Introduction:  Reason Selected: • Industry leading Pharmaceutical company dedicated to the Research and Development of eye care products  Primary Industry: • Development, manufacture, and marketing of pharmaceuticals, surgical equipment and devices, and consumer eye care products to treat eye diseases and disorders  Financials and Major Trends: • Alcon has grown sales for more than 25 consecutive years • Since 2002 IPO, sales have grown an average of 12.2% per year Fall 2007 2Prepared by: Matthew Small
  3. 3. Mission Statement:  Vision: To be the first choice for eye care products and the most trusted eye care company in the world.  Mission Statement: To discover, develop, produce and market innovative, high-quality eye care products that preserve, restore and enhance sight. We will accomplish this by partnering with eye care professionals around the world to advance the treatment of eye disease and help people experience the best vision possible. Fall 2007 3Prepared by: Matthew Small
  4. 4. Current Competitive Advantages:  Time: • Established in 1945  Capitalization: • Stock Symbol – ACL (NYSE) • $40.18 Billion  Company Reputation: • Alcon is committed to delivering the highest quality of products. • Dedicated to helping people around the world see. • World’s largest Eye Care company  Relationships: • Research partnership with Amgen • Eye care professionals • Prevent Blindness America  Competitors: Fall 2007 4Prepared by: Matthew Small
  5. 5. Alcon Financials:  25 consecutive years of sales growth  Alcon’s sales have grown an average of 12.2% per year for the last 5 years  Solid growth in Operating Margin which has increased from 23% to 32% over last 5 years. $481 $511 $557 $584 $686 2002 2003 2004 2005 2006 SalesinMillions ConsumerEye Care Sales Fall 2007 5Prepared by: Matthew Small
  6. 6. Alcon Financials: Fall 2007 6Prepared by: Matthew Small  Alcon Pharmaceuticals (ACL) stock performance for the last 5 years
  7. 7. Alcon Financials: Fall 2007 7Prepared by: Matthew Small  Alcon Pharmaceuticals (ACL) stock performance versus Allergan (AGN) for the last 5 years
  8. 8. Research and Development:  Alcon has spent $2 Billion on Research and Development over the last 5 years and expects to spend $3 Billion over the next 5 years.  R&D spending is expected to grow faster than sales to ensure that Alcon remains at the forefront of eye care treatments. $323 $350 $390 $422 $512 2002 2003 2004 2005 2006 ExpenseinMillions Research and Development Fall 2007 8Prepared by: Matthew Small
  9. 9. Research and Development: Fall 2007 9Prepared by: Matthew Small Consumer5% Surgical 38% Pharmaceutical 57%  Alcon currently focuses majority of R&D resources on the development of new Surgical products and new Pharmaceutical drugs.  Alcon can use R&D resources to develop new consumer eye care products to enhance value to new and existing customers.  Alcon needs to increase allocation of future R&D resources to focus on the development of new products for consumer eye care lens solutions.
  10. 10. Alcon’s Major Product Lines:  Azpot  Ciprodex  Opti-Free  Patonal  Pataday  Nevanac  Systane  Tobardex  Travatan  Vigamox Fall 2007 10Prepared by: Matthew Small
  11. 11. Executive Summary – 5 Main Points:  Alcon can increase market share by capitalizing on recent competitor product recalls.  Alcon is ready to expand manufacturing capacity to meet increased customer demand for consumer contact lens solutions.  Alcon needs to increase R&D of consumer products to help sustain future market growth.  Alcon can increase profit margin by increasing production of Alcon’s own brand.  Alcon needs to improve Operational Excellence in order to capture and retain increased market share of consumer lens care products. Fall 2007 11Prepared by: Matthew Small
  12. 12. Problem Statement:  Problem Statement: • Alcon will need to eliminate production of private label lens care solutions in order to maintain increased market share due to recent competitor product recalls.  We Selected this problem because… • Alcon is the market share leader among branded contact lens solutions. • In 2006 sales of contact lens disinfectants have grown 26.7% • Sales of disposable contacts will grow substantially over the next 5 years and products like Opti-Free will fill customers needs for convenience. Fall 2007 12Prepared by: Matthew Small
  13. 13. Tools Used to Understand the Problem:  Approach Selected: • Tools Used: • Logic-Tree • 5-Forces • Value Disciplines • TOWS • Data Used: • Annual Reports • Alcon Labs and competitors websites • Industry reports  This approach is applicable because….. • This analysis will provide an understanding of how best Alcon can compete by increasing market share and profit margin. Fall 2007 13Prepared by: Matthew Small
  14. 14. The Problem as a Logic Tree of Hypotheses: Logic Tree Macro Hypotheses: Alcon expands manufacturing capacity B&L and AMO loose market share due to product recalls. Alcon is product leader in lens care market. Alcon can increase consumer manufacturing capacity. Alcon can increase profit with sales of own brand of lens care solutions. Alcon is committed delivering the highest quality of products. Fall 2007 14Prepared by: Matthew Small  Our macro hypotheses is… • Because of recent competitor recalls, Alcon should expand manufacturing capacity of it’s own brand of consumer lens care solutions in order to increase revenue and profits.
  15. 15. Insights: Sub-hypothesis No. 1  Bausch and Lomb and American Medical Optics loose market share due to recent product recalls. • Top competitors forced to pull lens care solutions off market due to FDA recall in 2005 and 2006. • In 2006 Alcon’s market share increased from 34% in Nov 2005 to 50% in December 2006. • Contact lens care sales benefited from withdrawal of competing products due to potential outbreak of fungal keratitas. 0% 10% 20% 30% 40% 50% 60% Nov. 2005 Mar. 2006 Jun. 2006 Sep. 2006 Dec. 2006 U.S. Contact Lens Solution Market Share Total Alcon Share Opti-Free Replenish Fall 2007 15Prepared by: Matthew Small
  16. 16. Insights: Sub-hypothesis No. 2  Alcon is the product leader in the lens care market. • In 2006, Sales of contact lens disinfectants grew 26.7% • Alcon has captured 50% market share of $1.7 Billion contact lens care solution market. • Alcon consumer lens care solutions are recommended in 6 out of 10 new contact lens fittings in the U.S. Fall 2007 16Prepared by: Matthew Small
  17. 17. Insights: Sub-hypothesis No. 3  Alcon can increase consumer manufacturing capacity. • In order to meet short term customer demand Alcon will eliminate the production of private label lens care solutions. • Alcon manufactures private label products for several major retailers: Walgreens, Rite Aid, Target, Kmart and Wal-mart. • Alcon will add additional weekend manufacturing shift. • Alcon currently has 15 automated, highly efficient manufacturing plants around the world. • In order to meet long term customer demand and increase operational excellence Alcon will need to increase it’s overall manufacturing capacity in order to meet increased demand for both Alcon and private label products. Fall 2007 17Prepared by: Matthew Small
  18. 18. Insights: Sub-hypothesis No. 4  Alcon increases profit margin with increased sales of own brand of lens care solutions. • Operating profit margin has improved from 23% in 2002 to 32% in 2006. • Alcon continues to pursue operational excellence in order to increase manufacturing capacity. • Alcon has gained improvements in manufacturing efficiencies due to implementation of best practices and attention to cost controls. $704 $879 $1,132 $1,188 $1,572 23% 26% 29% 27% 32% 20% 30% 40% 0 500 1000 1500 2000 2002 2003 2004 2005 2006 PercentageofSales OperatingIncome OperatingIncome OperatingProfit Margin Fall 2007 18Prepared by: Matthew Small
  19. 19. Insights: Sub-hypothesis No. 5  Alcon is committed to delivering the highest quality of products. • Alcon has spent $2 Billion on Research and Development over the last 5 years. • Alcon expects to spend $3 Billion on Research and Development over the next 5 years. • Alcon adheres to ISO 9001 and 14001 standards which address maintaining a quality management system. • Alcon has a reputation as industry leader with the largest eye care related R&D facility of its kind. Fall 2007 19Prepared by: Matthew Small
  20. 20. 5 Forces Model Analysis: Fall 2007 20Prepared by: Matthew Small Threat of Substitutes: + Switching cost is low + Expensive to introduce new products - Brand Image Barriers to Entry: + High capital requirements to compete + Expensive to create new products. + Costly Government Approvals + Strong brand loyalty + Economies of scale are high. Power of Suppliers: + Top competitors forced to recall products + Reduced competition + Increased Profit margin - Limited production capacity Power of End-Users: + Increased value – customers willing to pay more for higher quality of goods + Limited products available due to recall. + Product is vital to customers who use contact lenses. - Low switching cost for customers. - Customers not likely to shop based on price. Key: + Good for Alcon - Bad for Alcon Competitor Rivalry: + Competitors unlikely to regain market share + Customers can easily switch brands + High fixed costs of production - Few competitors in growing market with high profit margins. Barriers to Entry Threat of Substitutes Power of Suppliers Power of End-Users Competitor Rivalry
  21. 21. TOWS Model Analysis: Fall 2007 21Prepared by: Matthew Small Strengths: • Product Leader • Commitment to Quality • Operational Excellence • Product Loyalty • Patents required Weaknesses: • Brand recognition • Limited production capacity • Limited Consumer R&D resources Opportunities: • FDA Recall of Lens Solutions • Increased Profit Margin • Increased Market Share • Predicted sales growth next 5 yrs SO Strategy: • Use Product Leader and Commitment to Quality to retain increased market share. • Use Operational Excellence to increase production capacity to meet increased customer demand. WO Strategy: • Use opportunity of FDA recall to increase product brand recognition. • Use opportunity of increase profit margin to expand manufacturing capacity. Threats: • Switching cost is low • Lost revenue from Private Label • Similar products available • Aggressive campaign to regain market share • Private label represents 20% of Retailer Saline business ST Strategy: • Increase Brand awareness as product leader to minimize chance of customers switching products. • Use strength as Product Leader to create differentiation among similar products. WT Strategy: • Reduce production of private label products to increase manufacturing capacity. • Increase allocation of R&D resources to create future stream of new products in order to retain increased market share. External Factors Internal Factors
  22. 22. Value Disciplines Model Analysis: Fall 2007 22Prepared by: Matthew Small Product Leadership “Best Product” Customer Intimate “Best Total Solution” Operational Excellence “Best Cost” Minimum To Compete
  23. 23. Risk and Impacts of Recommendations:  Use strength as market leader and commitment to quality to retain increased market share. • Pros: Increased market share creates increased sales revenue and profit margin due to sales of Alcon’s own brand versus private label. • Cons: Alcon needs to asses if this is a temporary increase in market share due to FDA recall or long term sustained growth potential. • Risks: Alcon risks loosing long term revenue stream from private label accounts. • Next Step: Alcon needs to create a strong advertising campaign to increase brand awareness as market leader in order to increase opportunity of retaining new customers. Fall 2007 23Prepared by: Matthew Small
  24. 24. Risk and Impacts of Recommendations:  Increase brand awareness as product leader to minimize chance of customers switching products. • Pros: Increased brand awareness of consumer lens care solutions will reduce chance of new customers switching back to B&L and AMO product lines. • Cons: Alcon will need to incur additional cost of marketing campaign to increase brand awareness to customers in United States. • Risks: Alcon may not have the financial resources in current year’s budget. There is no guarantee that additional advertising will result in a higher percentage of retained new customers. • Next Step: Alcon will need to see if there are additional resources in current year’s budget to cover cost of marketing expense. Request increased marketing budget for next year to cover additional expenses. Fall 2007 24Prepared by: Matthew Small
  25. 25. Risk and Impacts of Recommendations:  Use opportunity to increase overall profit margin to expand future manufacturing capacity. • Pros: Increased profit margin from sales growth of Alcon’s own brand will generate additional revenue that can go towards future expansion of manufacturing facilities. • Cons: Alcon might need to use additional revenue from increased profit margin to increase R&D resources for Consumer products. • Risks: If Alcon is unable to sustain additional market share they could end up with excess manufacturing capabilities that are not needed. • Next Step: Since industry predicts a strong future sales growth due to an increase in disposable contact lenses Alcon should invest additional revenue growth in expansion of manufacturing facilities to enable them to provide private label products to major retailers. Fall 2007 25Prepared by: Matthew Small
  26. 26. Risk and Impacts of Recommendations:  Increase Consumer allocation of Research and Development resources in order to create a future stream of new products to retain increased market share. • Pros: New products will enable Alcon to sustain increased sales growth due to FDA recall. • Cons: Increased allocation of R&D resources will take away from Surgical and Pharmaceutical segments which are more profitable. • Risks: The introduction of new products will not ensure that customers will not switch back to AMO and B&L. • Next Step: Alcon should increase allocation of R&D resources for Consumer products in order to increase the opportunity of customer retention and future sales growth. Fall 2007 26Prepared by: Matthew Small
  27. 27. Summary of Findings:  Alcon has the opportunity to successfully capture and sustained a 50% market share of the eye care industry due to their strong focus on Operational Excellence.  Alcon has the opportunity to capitalize on competitor recalls and position itself to sustain future sales growth of consumer contact lens care solutions.  Alcon has a competitive advantage in regards to overall Quality, Research and Development as well as consumer market penetration. Fall 2007 27Prepared by: Matthew Small
  28. 28. Conclusions and Recommendations:  Alcon must determine their immediate short and long term corporate objectives by focusing on operational excellence in order to sustain increased market demand.  Alcon must meet market demand in order to sustain growth for consumer eye care products.  Alcon needs to allocate additional consumer R&D and Marketing resources in order to increase brand awareness and ensure continued future sales growth of it’s own contact lens care solutions. Fall 2007 28Prepared by: Matthew Small
  29. 29. Executive Summary – 5 Main Points:  Alcon can increase market share by capitalizing on recent competitor product recalls.  Alcon is ready to expand manufacturing capacity to meet increased customer demand for consumer contact lens solutions.  Alcon needs to increase R&D of consumer products to help sustain future market growth.  Alcon can increase profit margin by increasing production of Alcon’s own brand.  Alcon needs to improve Operational Excellence in order to capture and retain increased market share of consumer lens care products. Fall 2007 29Prepared by: Matthew Small

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