Orion is a Finnish, pharmaceutical company with branches across Europe. Orion develops, manufactures and markets human and veterinary pharmaceuticals, active pharmaceutical ingredients and diagnostic tests. Orion's main market is Finland, where it is the clear market leader. Orion’s products are marketed in over a hundred countries, and the Group's own human pharmaceuticals sales organization covers almost all key European markets. In other markets Orion’s products are sold by several collaboration partners. Orion’s specialty business branch is evaluating possibilities to expand to new markets in Southern Europe. Orion has asked Hict to support them in assessing the market potential of two specific countries in Southern Europe and make recommendations in response to a number of specific questions.
At the beginning of the assignment, a number of specific questions were formulated on the market dynamics in the countries. In order to respond to those questions, the outline of the report (overarching topics) was agreed upon in the beginning of the assignment, and regular interactions and feedback loops with the client were foreseen throughout the assignment.
Hict followed a two-step approach to assure the completeness and relevance of its final report.
In phase 1
In phase 2