Pfizer
Research for 8 billion US dollars
The pharmaceuticals giant Pfizer, No. 1 in the world for prescription medicines, achieved US $ 52.5 billion in turnover in 2004 with its 120,000 employees.
Pfizer invested approximately US $ 8 billion in research and development in 2004. This is the biggest budget in the world-wide pharmaceuticals sector. 12,000 researchers use the investment to develop new medicines; 227 development projects are currently in progress. The main focus of the research lies with diseases that have been hard to treat so far, such as cancer, osteoporosis, diabetes, disorders of the central nervous system, and HIV/AIDS.
Observing the competition
In the closely-fought market for medicines, a key role falls to the intensive observation of competitors. However, the questions that data analysis should answer change as fast as the markets themselves. The aim was therefore to support the day-to-day work of the market observers by providing automatic procedures, accelerate routine evaluations and create space and time for deeper analysis. Our task was to illuminate changes to turnover and market share accurately and promptly, so that this can then be used as a starting-point for fine-tuning marketing and field sales. Overall, the aim of the application was both to help Pfizer respond rapidly to changes in the market as well as to highlight ideas for Pfizer's own active market impulses.
Integrated application
The application depicts the complex connections in a well-structured analytical market model. Data on current turnover and market shares are linked with data on potential and demographic data as well as sales structure right down to the lowest RPM area level. Revealing potential that has not yet been fully exploited allows one to benchmark both one's own performance and that of one's competitors. The Best Practice Analyses drawn from this regularly provide insights that can lead to market-tactical and strategic measures. The detailed, multidimensional data model enables comprehensive analysis from a single data source, without the need to branch off into other systems or databases. Time-consuming manual stages in the application of methods are no longer necessary, as they are now entirely "delegated" to the automated application. This means the market observers gain the necessary time for what they are actually supposed to be doing: interpreting significant information and drawing suitable conclusions.
Bayernhafen Group
The Controlling Boss
and the Laptops-for-Blue-Collars Principle
Gühring
Mastering complex product ranges
Hapag Lloyd
Ships the size of soccer fields
Pascoe
85 years of tracking nature's secrets
Pfizer
Actively observing the competition
Schott Lithotec
Quality Control of millionths of a meter
Siemens COM
200,000 customers at their fingertips by means of analysis
Siemens Real Estate
6400 soccer fields of real estate
Siemens Telekommunikations Service
Company-wide Service Controlling
Wolfcraft
The Mediators
The pharmaceuticals giant Pfizer, No. 1 in the world for prescription medicines, achieved US $ 52.5 billion in turnover in 2004 with its 120,000 employees.
Pfizer invested approximately US $ 8 billion in research and development in 2004. This is the biggest budget in the world-wide pharmaceuticals sector. 12,000 researchers use the investment to develop new medicines; 227 development projects are currently in progress. The main focus of the research lies with diseases that have been hard to treat so far, such as cancer, osteoporosis, diabetes, disorders of the central nervous system, and HIV/AIDS.
Observing the competition
In the closely-fought market for medicines, a key role falls to the intensive observation of competitors. However, the questions that data analysis should answer change as fast as the markets themselves. The aim was therefore to support the day-to-day work of the market observers by providing automatic procedures, accelerate routine evaluations and create space and time for deeper analysis. Our task was to illuminate changes to turnover and market share accurately and promptly, so that this can then be used as a starting-point for fine-tuning marketing and field sales. Overall, the aim of the application was both to help Pfizer respond rapidly to changes in the market as well as to highlight ideas for Pfizer's own active market impulses.
Integrated application
The application depicts the complex connections in a well-structured analytical market model. Data on current turnover and market shares are linked with data on potential and demographic data as well as sales structure right down to the lowest RPM area level. Revealing potential that has not yet been fully exploited allows one to benchmark both one's own performance and that of one's competitors. The Best Practice Analyses drawn from this regularly provide insights that can lead to market-tactical and strategic measures. The detailed, multidimensional data model enables comprehensive analysis from a single data source, without the need to branch off into other systems or databases. Time-consuming manual stages in the application of methods are no longer necessary, as they are now entirely "delegated" to the automated application. This means the market observers gain the necessary time for what they are actually supposed to be doing: interpreting significant information and drawing suitable conclusions.
Bayernhafen Group
The Controlling Boss
and the Laptops-for-Blue-Collars Principle
Gühring
Mastering complex product ranges
Hapag Lloyd
Ships the size of soccer fields
Pascoe
85 years of tracking nature's secrets
Pfizer
Actively observing the competition
Schott Lithotec
Quality Control of millionths of a meter
Siemens COM
200,000 customers at their fingertips by means of analysis
Siemens Real Estate
6400 soccer fields of real estate
Siemens Telekommunikations Service
Company-wide Service Controlling
Wolfcraft
The Mediators
