Table of contents

STRATEGIC EVALUATION

SWOT ANALYSIS


Strengths

Weaknesses

Opportunities

Threats


PROSPECTS FOR THE OTC HEALTHCARE BUSINESS

Medium to long term growth in key vitamins and dietary supplements

Ageing population with financial power to drive sales

But competition from all sides dampens growth

Penetration of overseas markets

Table 1 Otsuka Pharmaceutical Co Ltd: World Sector Sales Performance by Value 2005

Table 2 Otsuka Pharmaceutical Co Ltd: OTC Healthcare Regional Sales Performance by Value 2005


CORPORATE OVERVIEW

STRATEGIC OBJECTIVES AND CHALLENGES


Utilising pharmaceutical know-how in consumer healthcare products

Biased portfolio vulnerable to risks

Geographical expansion a key focus


OPERATIONAL AND DISTRIBUTION STRATEGIES

OWNERSHIP EVENTS

PIPELINE


Summary 1 Otsuka Pharmaceutical Co Ltd: Key Facts


PERFORMANCE BY REGION AND BY SECTOR

OTC HEALTHCARE MARKET ASSESSMENT

VITAMINS AND DIETARY SUPPLEMENTS


Competitive landscape

Prospects


DIGESTIVE REMEDIES

Competitive landscape

Prospects


MEDICATED SKIN CARE

Competitive landscape

Prospects

Table 3 Otsuka Pharmaceutical Co Ltd: World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005

Table 4 Otsuka Pharmaceutical Co Ltd: World and Regional Shares in OTC Healthcare by Sector by Value 2005


BRAND ASSESSMENT

BRAND STRATEGY

Brand extensions actively employed

Informative but targeted strategies successful

Marketing focuses on rejuvenating brand image


NATURE MADE

Established brand in global vitamins and dietary supplements

US sales suffer from negative study on vitamin E

Japanese middle-aged and elderly consumers choose Nature Made

Growing demand in Japan and North America


TIOVITA

Established tonics brand in Japan

Image change is necessary

Introduce Tiovita to Taiwan?

Table 5 Otsuka Pharmaceutical Co Ltd: Nature Made World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005

Table 6 Otsuka Pharmaceutical Co Ltd: Nature Made Regional Shares in OTC Healthcare by Sector by Value 2005

Table 7 Otsuka Pharmaceutical Co Ltd: Tiovita World Shares & Rankings in OTC Healthcare by Sector by Value 2004-2005

Table 8 Otsuka Pharmaceutical Co Ltd: Tiovita Regional Shares in OTC Healthcare by Sector by Value 2005


APPENDICES

FINANCIAL SUMMARY

Table 9 Otsuka Pharmaceutical Co Ltd: Financial Summary 2001-2005


COMPANY BACKGROUND

Summary 2 Otsuka Pharmaceutical Co Ltd: Historical Development

Summary 3 Otsuka Pharmaceutical Co Ltd: Subsidiaries 2005

Summary 4 Otsuka Pharmaceutical Co Ltd: OTC Healthcare Brands 2005

Summary 5 Otsuka Pharmaceutical Co Ltd: Company Locations

Summary 6 Otsuka Pharmaceutical Co Ltd: Websites

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