Articles from Auriga Magasinet No. 1, May 2006
Business Plan 2010 to ensure continued growth for Cheminova
The company is preparing for the future with an ambitious plan.
Cheminova maintains its vision of being the best innovative global supplier of generic plant protection products worldwide.
The company’s Business Plan for the period up until 2010 specifies how continued growth must be ensured for the benefit of shareholders and employees.
– We welcome this opportunity to present our Business Plan 2010 – and we are proud of it. We would like to clearly state where we want to go, and even though it is an ambitious plan, we believe that it is realistic, and we are all ready to work hard to achieve the targets set for 2010, says Bjørn Albinus, President of Cheminova.
In the period up until 2010, Cheminova will increase sales by 50 per cent – from approx. 4 billion Danish kroner to approx. 6 billion Danish kroner.
At the same time investments running into three-digit millions will be made in the company’s five core competences – identification, development, production, registration and marketing.
– The organic growth set out in the Business Plan will primarily be achieved through the development
and launch of new generic products and the establishment of own companies in selected countries,
says Bjørn Albinus, President of Cheminova.
– The global market for plant protection products is deemed to be worth approx. 200 billion Danish kroner. Despite intensifying competition, there is plenty of scope for growth for Cheminova. Patents for several interesting products will expire in the coming years, and it is a major challenge for us to select the right products and develop and introduce them during the plan period. At the same time, we wish to set up more sales subsidiaries in the most interesting markets. These are the areas in which we will use our core competences to seize the opportunities for growth offered by the market in the coming years. If we don’t, others will. We must quite simply be the best, says Bjørn Albinus.
Stronger platform
The agrochemical industry is characterised by a handful of very large players who account for approx. 80 per cent of total global sales.
– The future of these companies is based on the development and introduction of new products. Cheminova enjoys a different position in the market as a generic manufacturer, and this will be strengthened in the coming years as patents for even more interesting products expire. We have been building up and developing our core competences within this field for some time, and Cheminova has a unique chance to put these competences to optimum use in the next few years, Bjørn Albinus emphasises.
Cheminova will continue to manufacture and market its own products in direct competition with the large players, and in relation to other generic manufacturers, the company on the Rønland headland will make its mark as the most innovative and competitive company within these special fields of competence.
– Cheminova has also succeeded in adapting to the long-term structural development taking place in the industry. The market will remain characterised by fierce competition in the coming years. Business Plan 2010 is born by many products because in future we intend to launch three new products each year – whereas earlier one major product was introduced every other year. Cheminova will strengthen its platform through a widening of the product portfolio and through greater geographical diversifications of our sales activities, Bjørn Albinus concludes.
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