Entering into and succeeding in Global, Latin-American and Emerging markets demands not only a deep analysis but real international experience, a wide range of skills, and culture sensitivity. This presentation outlines the global perspectives of the organizations and their leaders, tackling then business in Latin America and in the life science market. Fernando Ferrer, BS, MBA Multinational Partnerships LLC Expanding your life-science business even further.

1. Avoiding invasive tactics
when conquering markets
Fernando Ferrer. BS, MBA
September 29, 2012
New York City-Microsoft Building

2. Avoiding invasive tactics
when conquering markets
Abstract
Entering into and succeeding in Global, Latin-
American and Emerging markets demands not only
a deep analysis but real international experience, a
wide range of skills, and culture sensitivity.
This presentation outlines the global perspectives
of the organizations and their leaders, tackling then
business in Latin America and in the life science
market.
Fernando Ferrer. Multinational Partnerships 2

3. from Domestic … to Global business
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4. Globalization is a continuous process
of worldwide interconnections
What works in one
A global business strategy
country, fails in another.
should be doing everything
Because national
the same everywhere
differences still matter.
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5. if national differences still matter,
What can a Global firm do?
Set few Create links Manage
Think Embrace
Decentralize standardized around the tradition and
globally diversity
polices processes change
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6. …and a Global leader?
Diversity of experience
Skills to build successful partnerships
Cultural sensitivity and awareness to
get the message across
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7. Heading to Latin America

8. understand the environment from
different perspectives
Global
Country
Industry
Internal
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9. Latin American Alliances
CELAC - Comunidad de Estados Latinoamericanos y Caribeños
Mercosur - Mercado Común del Sur
CAN - Comunidad Andina de Naciones
SICA / SIECA - Sistema de la Integración Centroamericana
Caricom - Comunidad del Caribe
ALBA - Alianza Bolivariana para los pueblos de nuestra America
OEA - Organización de los Estados Americanos
NAFTA - North American Free Trade Agreement
Bilateral free trade agreements with other Nations and Economic Alliances
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10. entering into “new” markets
similar hurdles faced in established markets …
regulations.,
quality,
compliance
pricing, market
market
access &
awareness &
distribution
promotion
channels
competition, resources and
costs infrastructure
…but they need to be addressed with Fresh Eyes
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11. Fresh Eyes
understand the market’s dynamics
use bottom up approach
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12. address the countries’ demands
deep and rigorous analysis to take informed
decisions in an ambiguous multicultural
environment
clear objectives,
strategy, organization, people,
resources, skills
commitment, flexibility
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13. connect with the targeted Country and
Region from different perspectives
invest in learning
Industrial
Political Technological
Social
Economical Natural
Environment
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14. avoid invasive tactics
conquer the market by understanding it:
business development
show cultural understand the partner & learn with
sensitivity rational and the local experienced
emotional culture organizations
divide risk by
engage with the local partnering with
demonstrate local
culture and players that are
commitment
community looking to grow
through innovation
spend time with
international lead with Senior building trusts
customers decision-makers takes time
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15. specific market approach
eliminate complexity in the
processes
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16. lead the change against
“Not Made Here”
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17. Procedures, controls and
ensuring quality, ethics
and compliance must
support business
development and
innovation
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18. Regional & Country Strategies aligned
with the Corporation and the Market
Business Models, Plans and Life Cycles
Expansion & growth
• Organic / M&A , JV , Alliances / Distribution , Partnership
Financial goals and cash flow
• Revenue / Profit
Product portfolio and Marketing strategies
• Proprietary / Generics / Holistic Approach
Commercial & Industrial organization
• In-company / outsourcing - mixed / investments , infrastructure
Pricing & Served markets
• Global / Country / Access
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19. Expansion & Growth models
different needs, benefits and time to market
Organic
M&A, JV, Alliances
High Time and
Resources consumption Distribution, Partnership
Time Savings
Less Investment & profit
Gain experience
High Cash Investment.
Communication and
Follows the Corp model alignment
Integration is key
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20. Product Portfolio / Product Mix
• 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 registration timelines and
requirements
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21. Price and Place
• For pricing approval, Governments are
requesting pharmacoeconomic studies showing
benefits
• discounts and exchange rates of local currencies
affect the forecast & marketing plans
• autonomy among the Business and Therapeutic
Areas avoid the bargain of the portfolio
• invest on developing partnerships with the
multiple distribution channels
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22. Promotion and Communication
channels
• push and pull messages locally tested
and validated throughout multilevel
channels
• local market research and holistic vision
including all the stakeholders
• follow and innovate on the traditional
and digital channels
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23. Integrate Clinical, Technical,
Operational and Growth
Strategies
• impact on Latin American and Emerging
markets must be considered at early
stages
• production scale is key for cost
leadership and market share after LOE
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24. Brands and Intellectual
Property (IP)
• remain global and differentiate yourself
from local competitors
• protect Brands and IP from non-
international practices or corruption
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25. Human Resources (HR) and Structure
• resources in headquarters providing dedicated
support and guidance to the local business
• local organization fully dedicated to the local
operation
• integrate the organization across the
boundaries
• higher demand of experienced talent, exchange
rates and inflation impact the HR costs
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26. Bottom Line
• achieve profit as the ultimate goal
• invest within the local communities
• think long term
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27. Thank you
Fernando Ferrer
Multinational Partnerships LLC
info@multinationalpartnerships.com
+1 908 219 9291