STRATEGIC EVALUATION
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
PROSPECTS FOR THE OTC HEALTHCARE BUSINESS
Pumping up vitamins and dietary supplements in Asia-Pacific
Snapping up opportunities in emergency contraception
Divesting to concentrate on core sectors
Table 1 Bayer AG: World Sector Sales Performance by Value 2005
Table 2 Bayer AG: OTC Healthcare Regional Sales Performance by Value 2005
CORPORATE OVERVIEW
STRATEGIC OBJECTIVES AND CHALLENGES
Targeting high-profit-
Grow through more acquisitions
Faces intensified competition
Expanding in emerging markets
OPERATIONAL AND DISTRIBUTION STRATEGIES
OWNERSHIP EVENTS
PIPELINE
Summary 1 Bayer AG: Key Facts
PERFORMANCE BY REGION AND BY SECTOR
OTC HEALTHCARE MARKET ASSESSMENT
ANALGESICS
Competitive landscape
Prospects
VITAMINS AND DIETARY SUPPLEMENTS
Competitive landscape
Prospects
MEDICATED SKIN CARE
Competitive landscape
Prospects
DIGESTIVE REMEDIES
Competitive landscape
Prospects
COUGH, COLD AND ALLERGY (HAY FEVER) REMEDIES
Competitive landscape
Prospects
CALMING AND SLEEPING PRODUCTS
Competitive landscape
Prospects
EYE CARE
Competitive landscape
Prospects
ADULT MOUTHCARE
Competitive landscape
Prospects
EAR CARE
Competitive landscape
Prospects
Table 3 Bayer AG: World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005
Table 4 Bayer AG: World and Regional Shares in OTC Healthcare by Sector by Value 2005
BRAND ASSESSMENT
BRAND STRATEGY
Broadening portfolio through strategic acquisitions
Product switches and line extensions to enrich portfolio
Strong marketing support to build brand equity
BAYER ASPIRIN
CANESTEN
RENNIE
SUPRADYN
Table 5 Bayer AG: Bayer Aspirin World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005
Table 6 Bayer AG: Bayer Aspirin Regional Shares in OTC Healthcare by Sector by Value 2005
Table 7 Bayer AG: Canesten World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005
Table 8 Bayer AG: Canesten Regional Shares in OTC Healthcare by Sector by Value 2005
Table 9 Bayer AG: Rennie World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005
Table 10 Bayer AG: Rennie Regional Shares in OTC Healthcare by Sector by Value 2005
Table 11 Bayer AG: Supradyn World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005
Table 12 Bayer AG: Supradyn Regional Shares in OTC Healthcare by Sector by Value 2005
APPENDICES
FINANCIAL SUMMARY
Table 13 Bayer AG: Financial Summary 2001-2005
COMPANY BACKGROUND
Summary 2 Bayer AG: Historical Development
Summary 3 Bayer AG: Subsidiaries 2005
Summary 4 Bayer AG: OTC Healthcare Brands 2005
Summary 5 Bayer AG: Company locations
Summary 6 Bayer AG: Websites
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