Generics defense: Analyzing competitors in the European region and developing actionable defense measures

Our client

With USD 15 billion annual sales and over 28,000 employees, our client is a global leader in agribusiness. The company offers integrated crop solutions of agrichemicals and seeds to growers worldwide.

case 02


  • The market for crop protection demanded increasingly low cost products. As a result, generics producers continued to gain market share. Specifically Indian and Chinese players intended to increase penetration in Europe on the back of lower trade barriers. Subsequently they became a potential threat to R&D players.
  • Objective of the project was to effectively defend, better attack and win market shares – in particular against generics.


  • In a first step, key generics players in the Europe region were analyzed and potential new-entrants identified. This information was used to categorize these competitors and develop scenarios reflecting industry dynamics.
  • Then a series of workshops with the leadership team gathered missing information about the competition, identified threats and opportunities, developed and tested hypotheses, outlined and prioritized defense strategies, identified gaps within competitor intelligence, and decided specific actions and responsibilities.


  • The program delivered strong measures in order to:
    • maintain market value and margins,
    • limit the Indian and Chinese to supply-only,
    • shape and take advantage of the industry evolution,
    • marginalize traders and compete with nationals in their space,
    • avoid a structured alliance between Asian suppliers and local distributors.



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