Case Studies

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Global Segment Prioritization for Pharmaceutical Portfolio Optimization

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Situation

A leading global pharmaceutical and consumer health company faced challenges in managing its multi-national brands, which were primarily overseen at a regional level. Recognizing the need for a unified approach to guide investment decisions and global portfolio strategy, the company sought external expertise. They engaged MCAworks to develop a global segment prioritization hierarchy, with a particular emphasis on identifying "high priority" global segments. This initiative aimed to create a common lens through which the company could filter investment decisions and align its global portfolio strategy, ensuring more cohesive and effective brand management across regions.

Our Approach

MCAworks implemented a comprehensive strategy to address the global segmentation challenge. They began by analyzing key profiling data for global segments, ensuring a thorough understanding of diverse consumer groups across regions. To quantify market activity and future potential within each segment, they examined factors such as the percentage of treaters, brand share at global levels, and buying processes. This data-driven approach allowed for a nuanced understanding of each segment's current value and growth potential. The team then developed high-level profiles of the client's global segments, synthesizing the gathered information into actionable insights. Finally, leveraging this comprehensive analysis, they determined the high-priority global consumer segments, providing the client with a clear framework for strategic decision-making and resource allocation across their multi-national brand portfolio.

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Results

MCAworks delivered comprehensive outcomes that significantly enhanced the client's global strategy. They provided in-depth profiles for each priority segment, offering detailed insights into consumer behaviors and preferences. Through a series of alignment and activation workshops, the team developed clear definitions of opportunity areas and assessed their implications, ensuring a thorough understanding across the organization. By implementing these findings, the client successfully focused their efforts, aligned perspectives across regions, identified key targets, and effectively managed their multi-national brand portfolio. This strategic approach enabled more efficient resource allocation, improved decision-making, and ultimately strengthened the client's position in the global market.