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Authors
Advisor(s)
Abstract(s)
The thesis describes Bayer’s expansion strategy through virtual solutions in the Brazilian
pharmaceutical market in 2013. The case study and analysis want to provide an international
strategy teaching material with the aim to offer students a ground to apply
and increase their knowledge based on real life examples.
Bayer is a global enterprise in the fields of healthcare, agriculture and high-tech polymer
materials with a history of more than 100 years in Brazil. The multinational recently
approached a disruptive innovation in form of an online salesforce system since the
healthcare segment suffered from high expenses for the sales force in the territorially
demanding Brazilian market.
Bayer could achieve prosperous results in a pioneering test of this virtual connection
between sales representatives and doctors and the decision about a final implementation
required further analysis. The management board was highly interested in conclusions
regarding the market attractiveness, the strategic positioning in relation to competition
and the strategic fit of the new approach. The overall analysis of these criteria resulted
in a recommendation for the implementation of the virtual sales force unit in Brazil.
The dissertation content is a case study reflecting the past events and a strategic analysis
of the virtual representatives concept as expansion strategy. The latter comprises an
assessment of macro- and microeconomic factors and the impact of the new concept on
the competitive landscape. Furthermore, it includes a SWOT and VRIO analysis of the
company and a review of the strategic fit and intent of the new virtual unit.