MANAGING BRANDS, FRANCHISES AND STRATEGIC BUSINESS UNITS (SBUS)
The way biopharmaceutical companies manage their businesses has evolved dramatically. In the past, the focus was on products. Today, the emphasis is on building brands as a means to achieve greater customer loyalty and market share in an increasingly competitive marketplace. As biopharmaceutical companies continue to adapt to intense cost cutting and downward pressure on top-line growth and earnings, they are now embracing new organizational structures – therapeutic market-based franchises and customer-focused SBUs – that enable increased transparency and alignment, and the optimization of resources across portfolios.
BRG's franchise and SBU management offering helps companies develop a planning and management system based on organizing portfolios of brands into distinct franchises and integrating cross-functional resources into SBUs, each with a unique set of markets, customers and strategic capabilities. For each unit, the management system consists of a comprehensive set of strategic objectives, measures and targets, and a set of initiatives agreed upon by the leadership team. To ensure ongoing alignment and accountability, each unit adopts a consistent governance process to continuously monitor progress and gather feedback on execution and trends.