Lanchester Strategy for effective Market Penetration in Pharma Business

Organizations often pursue expansion by venturing into high-growth therapy segments after achieving success in specific therapy segments.

While the rationale behind launching new divisions is sound, some encounter setbacks leading to closures.

This is primarily attributed to a tendency to deeply analyze the new therapy segment market and replicate strategies employed by key players in that segment, making market penetration challenging.

Success lies in identifying weaknesses of key players in the segment and formulating a strategy accordingly, akin to the effective Lanchester Strategy.

We have pharmaceutical companies which have demonstrated success by implementing Lanchester strategy for both domestic and international market penetration.

The Indian Pharmaceutical Market (IPM) reaching Rs. 1.93 trillion with a growth of 6.8%, has volume growth limited at 0.9%.

To ensure sustainable volume growth, pharmaceutical companies need to adopt professional marketing strategies.