A business strategy for GSK Vietnam | |
| Author | Pham, Thi Duyen |
| Subject(s) | Business planning--Vietnam Strategic planning |
| Note | The Degree of Master of Business Administration (Executive) in International Business-Management of Technology (Vietnam), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | GSK competes only in premium segment of imported products together with the other MNCs who provide the improving health care out come target to 5% Vietnam population only. Looking for the opportunity in development of pharmaceutical market in Vietnam, total market growth around 19% to 21%, and more than 7,000 generics which take around 90% market share by volume and growth faster than the market growth, 80% locally manufactured from majority non-GMP approved sources resulting in confusion and lack of trust, expected development of segmentation in generic market: the real generics (bottom) and the branded generics of a trusted source 'middle class'. GSK is doing well. However, GSK market share is going down year by year and GSK growth is slower than the market growth. GSK Vietnam portfolios are very narrow and business rely on very few brands, almost business contribution come from mature antibiotic which address to communicate disease, almost new product launch of the company which focus to chronic disease is almost under expectation due to the main barrier as patient affordability. The disease trend in ASIA can shift towards chronic or lifestyle disease similar to the trend in developing countries. Therefore, both the broaden product portfolio as well as enhancement the access to GSK medicine can catch the evolving epidemiology trend of Vietnam and the flexible portfolio and participation in growing disease categories which can enable GSK Vietnam to align themselves to provide medicines to a broad range of disease categories and attain critical mass. So that GSK not only compete in premium segment of import product but also to be a key player in the middle segment in economic class. This also aligns the orientation toward the Vietnam government to provide affordable healthcare to the Vietnam population GSK can catch up this opportunity by decide to expand the product portfolio and adjust the current GSK business model to develop the generic line which aims to be a key player in the middle segment in economic class, it will guarantee for the highest growth compare with others MNC leader in the Market. Along side with the business objective achievement, GSK will be the key player in improving healthcare outcomes for vast majority of population as well as position themselves as the partner with government in providing affordable health care to Vietnam population. |
| Year | 2009 |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Swierczek, Fredric W.; |
| Examination Committee(s) | Neal, Mark;Rodsutti, Michita C.; |