Where we started
Our client is a leading international developer, manufacturer and marketer of veterinary pharmaceuticals and animal health care products. Having expanded significantly in recent years in the US, they now have plans to accelerate market share in Europe over the next 2-5 year period.
Based on a number of recommendations, Pathfinder was invited to work with the Senior Commercial Team for Ireland and the UK to develop a Commercial Strategy for the business for the next three years.
The business had been hugely successful in growing sales across many categories but now faced a challenging market where competition had increased substantially and previous winning products were fast becoming commoditised.
The connection between the commercial potential and the capability of the wider organisation was felt to be an area of significant opportunity for the business in the EU.
What we did
We began a process with the Commercial, Technical, and Marketing Team to research and analyse the market dynamics. In parallel, we worked with the team to identify strategic growth areas in the market, focus on specific product opportunities, capabilities and sectors.
We worked with the team to build a well-grounded strategic direction for the business and developed 3-year plans which were supported by detailed forecasts and financials.
The Commercial Strategy was presented to the Board and was approved. We have since been asked to support the team on redefining its market growth approach including its Pricing Model and margin pool maximisation approach.