Titan Pharmaceutical: An Introduction to Diverse Market Opportunities

Titan Pharmaceutical: An Introduction to Diverse Market Opportunities

  • Case
  • Teaching Notes
Abstract

Seeking to take advantage of demand for diverse antibiotics, Titan Pharmaceutical, a cephalosporin based pharmaceutical company in China, hoped to further expand into the global market. Yulin Deng, founder, looked to his executives for a profitable approach. Two options were presented—one in Argentina, where the market was open and had little to no foreign business competition. The other option was Denmark, where pharmaceutical business was booming but a large market meant competition. Titan must examine the strengths and weaknesses of the company that determine the opportunities and threats involved with working in each country and formulate a strategy for entry.

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