The 15 Member States, which presently form the European Union (EU), generate
nearly a quarter of the global animal health market. Five countries, France, the
UK, Germany, Spain and Italy, dominate the regional market, accounting for 80%
of the EU sales total.
The leading global animal health companies have increased their market shares
in the region over recent years through mergers and acquisitions accomplished
at global level. At the same time, multinationals have pursued the acquisition
of local companies in key European markets filling geographical gaps. The top
five companies in the EU (Intervet, Merial, Pfizer, Bayer and Schering-Plough),
generated half of the region's total animal health sales in 2001, while the top
ten accounted for three quarters.
The report describes in detail the regulatory environment, market sizes and breakdowns
the distribution routes for veterinary products for all 15 Member States. It also
looks at specific national issues, such as price levels of animal health products,
and future prospects.
An overview of marketing management is presented. The product life cycle with
its distinct phases of sales and profit history is described, as well as the time
needed for an animal health product to reach a profitable state after the research
and development phase. Operational marketing and strategic marketing are defined
and explained in the context of the animal health industry.
The report concludes with a chapter of case studies, in which the overall strategic
approaches of the 13 leading animal health companies in the EU are looked at,
and some specific examples of marketing tactics for each case are examined.
You can download the Table of Contents & Executive Summary here(PDF 541KB)
