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Bayer SWOT & PESTLE Analysis

ID : 52230253| May 2020


Business Sector :Chemicals, Agrichem, Life Sciences, Pharmaceuticals,

Operating Geography :Germany, Europe, Global

About Bayer AG :

Bayer AG founded in 1863 is a German company that works within the fields of chemical, pharmaceutical, life sciences, crop science and animal health. The headquarters are located in Leverkusen, Germany. The first ever product manufactured by the chemical czar was acetylsalicylic acid which was later registered under the name of Aspirin which has become its most popular product. The pharmaceutical segment of the company focuses its researches mainly in the fields of cardiology, oncology, gynecology, radio-pharmacology, hematology and ophthalmology. The consumer health segment manufactures over the counter drugs for segments like dermatology, dietary supplement, analgesic, gastrointestinal, cold, allergy, sinus and flu, and sun protection. Veterinary products are manufactured by the Animal Health division while seeds and crop protection solutions are developed by the Crop Science segment. The company has about 117,000 employees as of early 2019.
Bayer’s mission statement reads “We leverage science to address these societal needs – with the ultimate goal to improve people’s lives.” The vision of the company is “to be the world's leading integrated chemical and pharmaceutical company, with core competencies in health care, agriculture, plastics, and specialty chemicals.” The tagline of the company is "science for a better life."

Bayer AG Revenue :

€ 39,586 million - FY ending Dec 31, 2018 (y-o-y growth 1.5%)
€ 35,015 million - FY ending Dec 31, 2017

Competitive Analysis of Bayer AG

The SWOT analysis for Bayer is presented below:
1. Global reach and strong business distribution
2. Global leader in health & nutrition
3. Strong focus on R&D for improvement of products
4. A dedicated and trained workforce
1. Embroiled in lawsuits and patent disputes
1. Growing concerns of health, especially of people of older age
2. Growing world population and the resulting higher demand for food
3. Potential partnerships with governments
1. Unfavorable patent laws across jurisdictions
2. Stringent regulatory environment
3. Threats from product counterfeiting
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Detailed SWOT Analysis of Bayer AG



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1. Unfavorable patent laws across jurisdictions: Governments in third world countries supporting local pharmaceutical companies in the development of cheap generic drugs, coupled with unfavorable patent laws can prove to be a major challenge to large pharmaceutical companies like Bayer who recover their R&D costs by being the sole manufacturer of their patented drugs. Currently for most of the most FDA-approved drugs the average patent life is around 10 years, as most pharma patents are applied during pre-clinical stage and the complete 20-year patent protection period is not realized.

2. Stringent regulatory environment: In recent times FDA and other bodies have made the rules that apply to drug testing and allied fields extremely stringent due to the hue and cry from human rights activists from across the globe, especially against testing of drugs on people from poorer countries. This impacts the costing structure of companies such as Bayer.

3. Threats from product counterfeiting: Counterfeit products are extremely harmful to patients and consumers. It also causes substantial loss in reputation and revenue to the company whose product is counterfeited. Bayer has faced this issue across many of its products across segments. In order to combat this threat, Bayer has set up a Beware of Counterfeits campaign in which the company is actively working alongside the public authorities in Germany and abroad to pull the brakes on the production and distribution of pharmaceutical counterfeits. On the global front, the German life science major’s Crop Science segment is working closely with crop protection and law enforcement authorities to stop counterfeiting. The company has also put in place a Counterfeits in Agriculture website which demonstrates methods of identifying counterfeits and illegal crop protection products or seeds. The risks of using such products are also highlighted along with tips which farmers can use to safeguard themselves against getting deceived with counterfeit products.

Key Business Segments / Diversification :

Bayer AG
Pharmaceuticals Consumer Health Crop Science
Animal Health
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Check Out Analysis of Other Relevant Companies

References used in Bayer AG Analysis Report

1. Bayer Annual report 2018 -

2. Bayer Annual report 2017 -

3. Bayer company website -

4. Bayer company profile -

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SWOT & (2020). Bayer SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 14 Jul, 2020].

In-text: (SWOT &, 2020)

Copyrights and Disclaimer

Bayer SWOT analysis has been conducted by Hakimuddin Chowdhury and reviewed by senior analysts from Barakaat Consulting.

Copyright of Bayer SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions page for usage guidelines.

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