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Bayer SWOT & PESTLE Analysis

ID : 52230253| Feb 2020


Business Sector :Health

Operating Geography :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 it 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 the segments like dermatology, dietary supplement, analgesic, gastrointestinal, cold, allergy, sinus and flu, and sun protection. Veterinary products are manufactured by the Animal Health section while seeds and crop protection solutions are developed by the Crop Science segment.
Bayer’s mission statement is that “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." The company has about 117,000 employees as of early 2019.

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



1. Global reach and strong business distribution: Bayer group has presence of 301 companies operating in 78 countries gives a strong and integrated distribution system. The company has more than 150-year history and has developed leading competencies in the areas of health care and agriculture. The company has structured its operations across three main divisions - Pharmaceuticals, Consumer Health and Crop Science. Bayer’s Animal Health division is the new focus division which develops products and solutions for the prevention and treatment of diseases in domestic animals.

2. Global leader in health & nutrition: Bayer is a global leader in health & nutrition and is well-positioned across its businesses. Its Crop Science division is growing ahead of competition over last five years on average and boasts of leading portfolio of seed & traits, crop protection and digital farming. Bayer has one of the fastest growing Pharma businesses over the past five years and Xarelto and Eylea among the world’s leading Pharma brands. Further it has produced innovative medicines in areas of high unmet medical need. In the consumer health segment, Bayer has leading Positions in 7 of the Top 10 OTC Markets.

3. Strong focus on R&D for improvement of products: Bayer’s R&D division has already given exceptional products in past like Aspirin, Rennie, Poncho, etc. and continues for the same. Seeing the expenses from the annual report, the company incurs on R&D across geographies. The total spends in R&D in 2018 stood at €5.24 billion, a 16.44% increase compared with 2017. Bayer sees innovation as its core competence and strives to remain at cutting edge of scientific and technological development. The company also maintains network of collaborations and strategic alliances in R&D and signed a cooperation agreement with Danish company FaunaPhotonics in 2016 to develop novel sensor solutions. Bayer has also established joint venture, BlueRock Therapeutics with Versant Ventures to develop solutions in stem cell therapies.

4. A dedicated and trained workforce: A strong workforce of over 116,900 people worldwide (as of January 2019) provides a healthy work environment and continuous training programs for employees. The employees are trained on continuous basis and a healthy work environment is maintained which increases their performance. The company counts over 65% of its workforce as skilled workforce with expertise in various areas of science and technology which is a major strength for a company focusing on innovation and cutting-edge technologies.


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This section is available only in the 'Complete Report' on purchase.

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 01 Apr, 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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