Business

Antares Pharma belongs to a pharmaceutical industry. It operates in three locations namely Ewing, New Jersey which houses their corporate offices, Minneapolis, Minnesota in which their Device Division could be found and lastly, in Basel, Switzerland, their European offices. This company is committed to developing and commercializing novel therapeutic products utilizing their unique, advanced drug delivery systems.  Their products are patient focused they typically improve safety and efficacy, reduce side effects and enable them to deliver a lower dose. Their advanced- delivery systems are also well positioned for life cycle extension options. Because of their product focused specialty, Antares Pharma has developed three proprietary platforms, two of which now include FDA approved products. Their belief is that they should offer a distinct value to patients, physicians and shareholders (Antares Pharma, 2009).

History
Antares was formed in 2001 when Medi-Ject Corporation (a device company) merged with Permatec Holding AG (a developer of transdermal delivery systems).  In the late 1970s Medi-Ject was one of the first companies to develop reusable needle-free injection devices. Since that time costs have decreased and the technology has gained acceptance. Presently they have broad approval for their device in the US for insulin and in Europe, Asia and elsewhere for human growth hormone. In addition, they have a disposable pressure assisted auto injector product, which uses a disposable single use small gauge needle for unit dose injectable drugs and have recently added a disposable multi-use pen injector. The company currently distributes its needle-free injector systems for the delivery of insulin and growth hormone in more than 20 countries and an estradiol transdermal patch for hormone replacement therapy. In addition, Antares Pharma has five products under development and is conducting ongoing research to create new products that combine various elements of the Companys technology (Antares Pharma, 2009).

As the Food and Drug Administration (FDA) approved the first device for diabetics that integrates a glucose meter and an insulin pump with a dose calculator into one device, Antares Pharma is considering that this product be launched into countries with high market potential. In choosing the countries, Antares Pharma is targeting the North American Regions like Canada, Mexico and Caribbean countries because these are the countries with high rate of diabetes (Missouri Business, 2007). The criteria in choosing the countries are the following

Market
This factor is important because one must identify the market quite specifically. One must determine its size, the competitors and the features of the product that will satisfy customers. This information will enable Antares Pharma to determine its market share and most likely potential customers (Missouri Business, 2007).

Competition
In order to become successful in launching this product, Antares Pharma needs to know their competitors. They have to identify their top competitors, its similarities and differences in the product launching, its strength and weaknesses and its marketing strategies (Missouri Business, 2007).

Price
The price should be fully reviewed so that the variable and fixed expenses will be accounted for plus providing profit to cover the cost of operations. The most common business pricing strategies are Market Penetration, Skimming and Follower Pricing. Market Penetration is accomplished through a comprehensive promotional campaign, which may include pricing the same product or service below the competition in order to gain market share or to establish entry into the market place. Skimming is a strategy that involves setting the price for the product or service high in order to skim the market demand. Follower Pricing is a strategy that entails the business owner in adopting follow-the-leader approach and setting prices in response to all major competitors (Missouri Business, 2007).  

Distribution Channels
In this criterion, Antares Pharma should identify the most effective methods  means in making the product available for customers. They should determine if there is a need for warehousing of product if not sold directly to the buyer (Missouri Business, 2007).  
 
In order to make this project a reality, Antares Pharma needs to set its marketing objectives so that they can achieve the goals for the business. For the marketing objectives, it should build customer database of at least 150,000 devices within the next 12 months, it should achieve a market share of 15 and to increase customers awareness of the product by 80 in the target market. For the companys objectives, it should aim for a return on investment of at least 15 and achieve increase of operating profit of at least 15 within the next 12 months (Marketing Plan, 2001-2009).

The marketing plan is central to the business plan. Marketing research helps you define a product or service, the target market and the competition. Pricing the product is the most important step that must begin with an understanding of the total cost of the product or service. Promotions and advertising should be planned for at least a year in advance to take into considerations seasonal fluctuations, competitors activities, turn-around of sales and opportunities for free publicity. It is important to note however, that customer service may be the best tool in implementing marketing strategies (Marketing Plan, 2001-2009).

Table1. Criteria of countries with high market potential (Marketing Plan, 2001-2009)
Table2. Criteria of countries as against the USA (Marketing Plan, 2001-2009)

The best country to launch the first device that integrates a glucose meter and an insulin pump with a dose calculator is Canada because economically and technologically speaking this country has developed in parallel with United States of America, its neighbor to the south across an unfortified border. Being included in the North American Regions possessing high rate of diabetes, the target market are the adults and teens affected by Type 1 and Type 2 diabetes. Canada in its own effort faces the political challenges of meeting public demands for quality improvements in health care and education services.  Being a neighbor of the USA, it would be much accessible in distributing the product to the country with less cost as well as the promotion and advertising would be easily taken cared of. Careful consideration must be given to planned events that will educate customers and heighten their awareness of the product such as free publicity, grand opening and other strategies (Canada, 2009).