Management as applied to New Products Penetration in the Competitive Environment of Pharmaceutical Industry

The continuously changing environment which has to do with drugs regulations’ differentiation and increased customers’ demands, leads every player to revise strategic thinking, planning and implementing so as to be adapted to new challenges and trends, by taking advantage of strengths and opportunities, overcoming weaknesses and threats. This paper has been fulfilled to analyze, based on M. Porter’s five forces model, what kind of strategies are to be followed regarding the introduction and penetration of new products in the pharmaceutical market taking into consideration the extremely competitive and challenging environment existing around the pharmaceutical industry.