Avoiding Invasive Tactics When Conquering Markets

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Getting into Global, Latin-American and Emerging markets demands not only a deep analysis but real international experience, a wide range of skills, and culture sensitivity to succeed in business. This presentation by Fernando Ferrer outlines the perspectives of organizations and their leaders in global operations; he then tackles business in Latin America and in the life science market.

Learning Points: Diversity of experience in various industries and living in different countries and managerial skills are key for the successful executive leading Life Science Business in Global, Latin American or Emerging Markets

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Avoiding Invasive Tactics When Conquering Markets

  1. 1. Avoiding(invasive(tac.cs(when(conquering(markets( Fernando(Ferrer.(BS,(MBA( September(29,(2012( New(York(CityFMicrosoG(Building(
  2. 2. Avoiding(invasive(tac.cs( when(conquering(markets(Abstract(Entering(into(and(succeeding(in(Global,(La.nFAmerican(and(Emerging(markets(demands(not(only(a(deep(analysis(but(real(interna.onal(experience,(a(wide(range(of(skills,(and(culture(sensi.vity.((This(presenta.on(outlines(the(global(perspec.ves(of(the(organiza.ons(and(their(leaders,(tackling(then(business(in(La.n(America(and(in(the(life(science(market.(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 2(
  3. 3. from(Domes.c(business(…(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 3(
  4. 4. …(to(Global(business(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 4(
  5. 5. Globaliza.on(is(a(con.nuous(process( of(worldwide(interconnec.ons( What(works(in(one( A(global(business(strategy( country,(fails(in(another.( should(be(doing(everything( Because(na.onal( the(same(everywhere( differences(s.ll(maWer.(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 5(
  6. 6. if(na.onal(differences(s.ll(maWer,( What(can(a(Global(firm(do?( Set(few( Create(links( Manage( Think( Embrace( Decentralize( standardized( around(the( tradi.on(and( globally( diversity( polices( processes( change(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 6(
  7. 7. …and(a(Global(leader?( Diversity(of(experience( Skills(to(build(successful(partnerships( Cultural(sensi.vity(and(awareness(to( get(the(message(across(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 7(
  8. 8. Heading(to(La.n(America(
  9. 9. understand(the(environment(from( different(perspec.ves( Global( Country( Industry( Internal(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 9(
  10. 10. La.n(American(Alliances(CELAC(F(Comunidad(de(Estados(La.noamericanos(y(Caribeños((Mercosur(F(Mercado(Común(del(Sur(CAN(F(Comunidad(Andina(de(Naciones(SICA(/(SIECA(F(Sistema(de(la(Integración(Centroamericana((Caricom(F(Comunidad(del(Caribe((ALBA(F(Alianza(Bolivariana(para(los(pueblos(de(nuestra(America((OEA(F(Organización(de(los(Estados(Americanos(NAFTA(F(North(American(Free(Trade(Agreement(Bilateral(free(trade(agreements(with(other(Na.ons(and(Economic(Alliances(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 10(
  11. 11. entering(into(“new”(markets( similar(hurdles(faced(in(established(markets(…( ( regula.ons.,( quality,( ( compliance( ( ( pricing,(market( market( access(&( awareness(&( ( distribu.on( promo.on( ( channels( ( ( compe..on,( resources(and( costs( ( infrastructure( ( …but(they(need(to(be(addressed(with(Fresh(Eyes(Fernando(Ferrer.(Mul.na.onal(Partnerships((( 11(
  12. 12. Fresh(Eyes( understand(the(market’s(dynamics( use(boWom(up(approach((Fernando(Ferrer.(Mul.na.onal(Partnerships(( 12(
  13. 13. address(the(countries’(demands( deep(and(rigorous(analysis(to(take(informed( decisions(in(an(ambiguous(mul.cultural( environment(((( clear(objec.ves,( strategy,(organiza.on,(people,( resources,(skills( commitment,(flexibility((Fernando(Ferrer.(Mul.na.onal(Partnerships(( 13(
  14. 14. connect(with(the(targeted(Country(and( Region(from(different(perspec.ves( invest(in(learning( Industrial( Poli.cal( Technological( Social( Economical( Natural( Environment(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 14(
  15. 15. avoid(invasive(tac.cs( conquer(the(market(by(understanding(it:( business(development( show(cultural( understand(the( partner(&(learn(with( sensi.vity( ra.onal(and(the( local(experienced( emo.onal(culture(( organiza.ons( divide(risk(by( engage(with(the(local( partnering(with( demonstrate(local( players(that(are( culture(and( commitment( community( looking(to(grow( through(innova.on( spend(.me(with( interna.onal( lead(with(Senior( building(trusts( customers( decisionFmakers(( takes(/me(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 15(
  16. 16. specific(market(approach( eliminate(complexity(in(the( processes(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 16(
  17. 17. lead(the(change(against((( “Not(Made(Here”(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 17( Fernando(Ferrer.(Mul.na.onal(Partnerships((
  18. 18. Procedures,(controls(and( ensuring(quality,(ethics( and(compliance(must( support(business(((((((( development(and( innova.on(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 18(
  19. 19. Regional(&(Country(Strategies(aligned( with(the(Corpora.on(and(the(Market( Business(Models,(Plans(and(Life(Cycles( Expansion(&(growth( •  Organic(/(M&A(,(JV(,(Alliances(/(Distribu.on(,(Partnership( Financial(goals(and(cash(flow( •  Revenue(/(Profit( Product(porpolio(and(Marke.ng(strategies( •  Proprietary(/(Generics(/(Holis.c(Approach((( Commercial(&(Industrial(organiza.on( •  InFcompany(/(outsourcing(F(mixed(/(investments(,(infrastructure(( Pricing(&(Served(markets( •  Global(/(Country(/(Access(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 19(
  20. 20. Expansion(&(Growth(models(( different(needs,(benefits(and(.me(to(market(Organic( M&A,((JV,(Alliances(High(Time(and(Resources(consump.on( Distribu.on,(Partnership( Time(Savings(( ( Less(Investment(&(Gain(experience( High(Cash(Investment.((( profit((( ( (Follows(the(Corp(model( Communica.on(and( Integra.on(is(key( alignment((Fernando(Ferrer.(Mul.na.onal(Partnerships(( 20(
  21. 21. Product(Porpolio(/(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(registra.on(.melines(and( requirements(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 21(
  22. 22. Price((and(Place( • For(pricing(approval,(Governments(are( reques.ng(pharmacoeconomic(studies(showing( benefits( • discounts(and(exchange(rates(of(local(currencies( affect(the(forecast(&(marke.ng(plans( • autonomy(among(the(Business(and(Therapeu.c( Areas(avoid(the(bargain(of(the(porpolio( • invest(on(developing(partnerships(with(the( mul.ple(distribu.on(channels(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 22(
  23. 23. Promo.on(and(Communica.on( channels( • push(and(pull(messages(locally(tested( and(validated(throughout(mul.level( channels( • local(market(research(and(holis.c(vision( including(all(the(stakeholders( • follow(and(innovate(on(the(tradi.onal( and(digital(channels((Fernando(Ferrer.(Mul.na.onal(Partnerships(( 23(
  24. 24. Integrate(Clinical,(Technical,( Opera.onal(and(Growth( Strategies( • impact(on(La.n(American(and(Emerging( markets(must(be(considered(at(early( stages( • produc.on(scale(is(key(for(cost( leadership(and(market(share(aGer(LOE(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 24(
  25. 25. Brands(and(Intellectual( Property((IP)( • remain(global(and(differen.ate(yourself( from(local(compe.tors( • protect(Brands(and(IP(from(nonF interna.onal(prac.ces(or(corrup.on(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 25(
  26. 26. Human(Resources((HR)(and(Structure( • resources(in(headquarters(providing(dedicated( support(and(guidance(to(the(local(business( • local(organiza.on(fully(dedicated(to(the(local( opera.on( • integrate(the(organiza.on(across(the( boundaries( • higher(demand(of(experienced(talent,(exchange( rates(and(infla.on(impact(the(HR(costs(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 26(
  27. 27. BoWom(Line( • achieve(profit(as(the(ul.mate(goal( • invest(within(the(local(communi.es(( • think(long(term(Fernando(Ferrer.(Mul.na.onal(Partnerships(( 27(
  28. 28. Thank(you( Fernando(Ferrer( Mul.na.onal(Partnerships(LLC( (info@mul.na.onalpartnerships.com( +1(908(514(2770( (

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