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Vyvanse Global Marketing Plan

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Vyvanse Global Marketing Plan
Exporting Vyvanse to China

November 18, 2008
International Marketing
Illinois State University

Student Names Listed Here

Table of Contents

Executive Summary 3

Company Overview 4

Industry / Category 4

Global 4 National 5

Cultural Analysis 7

Geographical setting 7 Relevant history 7 Population 8 Religion 9 Living conditions 9 Business customs/etiquette 9 Cultural descriptors 10

Political/Legal Analysis 10

Current Relations with U.S. 11 Political Risk Assessment 11

Economic Analysis 13

Economic Statistics & Activity 14 Transportation Infrastructure 14 Communication Infrastructure 14 Labor Force 14 Working Conditions 14 Principal Industries 15

Trade Policy Issues 15

The World Trade Organization 15 U.S. and China Trade 15 Harmonized System Codes 15 Trade Barriers 16

Financial Analysis 16

Competitive environment 18

Market shares 18 Major competitors 20 Novartis 20 Johnson and Johnson 20

Marketing Mix Analysis 22

Product 22 Distribution 23 Price 26 Promotion 27

Conclusion 29

References 31

Appendix 35

Executive Summary Good.

Vyvanse, incorporated with Shire Corporation, is a central nervous system stimulant made for children and adults with attention deficit hyperactive disorder (ADHD). The drug is meant to improve focus, organization, and to ease impulsivity in both children and adults. China is the world’s most populous country with well over 1.3 billion people. With approximately 1/5th of the world’s population and one of the world’s fastest growing economies, it presents significant potential for the pharmaceutical industry; currently in the growth stage in China with a life cycle of 45-50 years. As of 2007, China became the world’s ninth largest drug market. It is expected to be the fifth largest in the world by 2010 with an annual growth greater than 16%. In 2004, China’s total output of



References: Population: 1,343,000,000 (2008 est.) [pic]

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