6.1. Executive Summary of survey

This executive summary highlights some key findings that were revealed from the survey. It is a snapshot analysis of the survey outcomes. Full results with numbers and findings on market perceptions, supplier usage, supplier ratings etc. can be examined in the detailed report from the market research agency BDRC Continental (see Appendix E – Final Report on Customer Satisfaction Survey).

From a customer’s perspective, some key insights can be presented in a nutshell.

1. Fresenius Kabi is in a good position – customers see Fresenius Kabi as a key player in a growing market with a perceived reduction in suppliers and prices being maintained.
2. FK’s market position is seen as 1 of 4 dominant players in the worldwide market.
3. Worldwide – with the exception of Asia Pacific - the FK’s main competitors are Teva, Sandoz and Hospira, which is the most widely used secondary supplier amongst FK customers.
4. FK has many key strengths, such as its reputation, its range of products and its pricing strategy, which is perceived as competitive but not too cheap to appear low-quality and good sales contact.
5. Especially for its range of products, range of size and different strength doses, FK received high comparative ratings.
6. Sustainability of supply is critical for customers and an area for improvement. Whilst performing reasonably well against competitors, overall ratings are low.
7. Customers are more likely to change supplier over availability and sustainability issues than price.
8. Customers claim they are prepared to pay slightly more for guaranteed product supply.
9. Customers who responded have a high propensity to recommend Fresenius Kabi – loyalty is possible in this market!⁵⁴

Following factors in using or not using a supplier have been mentioned:

Figure 15: Reasons for using or not using a supplier⁵⁵

Although price is claimed as a factor which affects choice, other factors also become important when prompted or when price is described by respondents in context. Sustainability, communicating supply issues and delivery are key as well as quality.

One very interesting result was that even though our markets are divided into mature generic markets, less mature generic and branded markets and we are penetrating all markets with different specific sales and marketing approaches, the overall results and perceptions do not vary too much. So the key findings are valid for all type of markets.

⁵⁴ Appendix E: Final BDRC report – executive summary slides 6 - 10
⁵⁵ Appendix E: Final BDRC report – slide 8