Strategic Management at União Química

Abstract

This case focuses on the recent history of União Química Farmacêutica Naceional, which operates in the Brazilian pharmaceutical market in human and animal health segments. The company went through an important moment in 2008, marked by high spending on the construction of a new industrial park and by the split with Biolab, with which it shared important resources. The recovery came after the adoption of strict financial and economic management motivated by the development of a strategic plan focused on the long term, as well as by the adoption of challenging growth targets. In 2016, the company faces new opportunities for operations and aim for even greater results. This case seeks to stimulate application of the essential aspects of design and implementation of strategies in organizations. It intends to develop strategic thinking of the participants, stimulate their ability to solve problems from the analysis of options and their capacity of decision-making, based on a real case applied in the Brazilian pharmaceutical sector. The case explores the changes that have occurred in the organization's environment and in the developer's bases for the area on themes and issues related to Strategic Management and Partnership Development, as well as possible trade-offs of these practices. As a central dilemma, they are issues related to the rescue of the capacity to act in the development of products with greater added value, quality lost since a split with a Biolab.