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When we hear the name Johnson & Johnson (J&J), we think of infants and the
clean, fresh smell of baby powder. The company has certainly worked to
maintain that image, but J&J sells a much wider scope of products and
operations. Based in New Brunswick, New Jersey, J&J is one of the worlds
leading providers of health-care products and services encompassing the globe
with 147 facilities in over 50 countries. J&J grossed over $63.7 billion in total
revenue in 2008
J&J offers a wide variety of products and services to hospitals, retailers, and
families and continues to hold some of the most well-known titles in medicine
and medical technologies such as K.Y., LifeScan, Band-Aid, Tylenol, Listerine,
Zyrtec, Acuvue, Ortho birth control options, and a host of medical device and
diagnostic applications. In the realm of pharmaceuticals, J&J offers prescription
drugs for some of the worlds most serious illnesses. These drugs range from
cardiovascular treatment to advancements in reproductive health, with ongoing
developments into drugs geared toward the treatment of HIV and continued
advancement in the field of cancer treatment.
In July 2009, J&J purchased an 18.4 percent stake in Irish biotech company Elan
Corp. in order to gain access to the $3 billion market for Alzheimers disease
treatments. The Elan purchase gives J&J access to Bapineuzumab, a late-stage
in development potential Alzheimer drug. In the United States alone, more than
4.5 million people suffer from Alzheimers, which slowly destroys a persons
memory. If Bapineuzumab could actually halt progression of Alzheimers, some
analysts say the drug would be worth $25 billion in annual sales worldwide.
J&J also just in mid-2009 acquired the small cancer drug-developer Cougar
Biotechnology for about $894 million in cash. Cougar has an excellent drug for
late stage prostate cancer. J&Js purchase price of $43 a share was a 16 percent
premium over Cougars closing stock price.
J&J reported second quarter 2009 net income of $3.21 billion and sales of
$15.24 billion. During that quarter, sales of J&Js Remicade treatment for
rheumatoid arthritis rose 24 percent to $1.1 billion.
History
J&J started with a simple idea to create clean and sterile dressings. Robert
Johnson and his two brothers, James and Edward, created J&J in 1886 with the
production of sterile dressings and medical plaster. In 1887, just one year after
being founded, Johnson & Johnson was incorporated. Through the end of the
nineteenth century, J&J continued its rise in the health-care sector with the
introduction of baby powder. In 1921, Band-Aid was created by Earle Dickson,
an employee of J&J. After having to bandage his wife numerous times, Earle
lined the companys medical gauze with an adhesive tape and Band-Aid was
born; this simple preparation allowed for self-application. With continuing
success, J&J looked abroad and in 1924 established J&J Limited in the United
Kingdom; this was the beginning of what was to become one of the largest
multinational companies in the world.
With the onset of World War II, Robert Johnson II took the helm of J&J. Items
needed in the war led to the development of duct tape by the Permcel division
of J&J. Military officials found that duct tape was essential in protecting
munitions during the war. Even today duct tape remains a staple of the
everymans toolbox and sometimes is even elevated to art. The war also
helped to cement the Band-Aid brand by shipping millions of the self-adhesive
bandages in combat first aid kits. In 1943, J&J created the company credo; this
document outlines the companys responsibilities to doctors, patients,
customers, and employees. J&J went public in 1944. With brands like Tylenol,
AccuView, LifeScan, Neutrogena, and Band-Aid, J&J brands have become a part
of American culture, so much so that many of their product brand names have
become generic household words, such as Band-Aid.
Vision/Mission/Ethics
J&J has translated its strong company philosophy and values to their vision
stated as follows:
To maximize the global power of diversity and inclusion to drive superior
business results and sustainable competitive advantage.
Furthermore, they have incorporated that vision into their mission statement:
We will achieve our vision by:
Fostering Credo-based inclusive cultures that embrace our differences and
drive innovation to accelerate growth (workplace)
Achieving a skilled, high performance workforce that is reflective of the
diverse global marketplace (workforce)
Working with business leaders to identify and establish targeted market
opportunities for consumers across diverse demographic segments
(marketplace)
Cultivating external relationships with professional, patient and civic groups
to support business priorities (external stakeholders)
Demanding the highest of standards in their products and services, the
company demands the same of their employees, including their top officers
and board of directors. J&Js top executives are shown in Exhibit 1. J&Js mission
statement is given in Exhibit 2.
On July 23, 2009, J&J announced availability of its 2008 Sustainability Report at
http://www.jnj.com/connect/caring/environment-protection/. It is J&Js sixth
annual Sustainability Report and the twelfth year of reporting on environmental
progress. We see corporate citizenship, or sustainability, not as a set of addons to our business but rather as intrinsic to everything we do, says William
C. Weldon, chairman, board of directors, and chief executive officer. Our
mission is reflected in the way we run our business around the world, every
day.
J&Js Mission Statement
We believe our first responsibility is to the doctors, nurses and patients, to
mothers and fathers and all others who use our products and services. In
meeting their needs, everything we do must be of high quality. We must
constantly strive to reduce our costs in order to maintain reasonable prices.
Customers orders must be serviced promptly and accurately. Our suppliers and
distributors must have an opportunity to make a fair profit.
We are responsible to our employees, the men and women who work with us
throughout the world. Everyone must be considered as an individual. We must
respect their dignity and recognize their merit. They must have a sense of
security in their jobs. Compensation must be fair and adequate, and working
conditions clean, orderly and safe. We must be mindful of ways to help our
employees fulfill their family responsibilities. Employees must feel free to make
suggestions and complaints. There must be equal opportunity for employment,
development and advancement for those qualified. We must provide
competent management, and their actions must be just and ethical.
We are responsible to the communities in which we live and work and to the
world community as well. We must be good citizenssupport good works and
charities and bear our fair share of taxes. We must encourage civic
improvements and better health and education. We must maintain in good
order the property we are privileged to use, protecting the environment and
natural resources.
Our final responsibility is to our stockholders. Business must make a sound
profit. We must experiment with new ideas. Research must be carried on,
innovative programs developed and mistakes paid for. New equipment must be
purchased, new facilities provided and new products launched. Reserves must
be created to provide for adverse times. When we operate according to these
principles, the stockholders should realize a fair return.
Marketing
J&J has a diverse brand portfolio with products ranging from simple bandages
to complex antiviral drugs for the treatment of HIV, each requiring different
marketing strategies for each individual brand. J&J has also embraced diverse,
nontraditional advertising that includes both online and outdoors while scaling
back on prescription drug advertising. This section highlights some of J&Js
most prominent consumer brands.
LifeScan
Headquartered in Milpitas, California, J&Js LifeScan offers diabetics a sense of
freedom that before was unobtainable. The company offers state-of-the-art
blood glucose meters such as the One Touch Ultra used in both homes and
hospitals alike. These are offered in both the domestic market (which accounts
ESPAOL
Cuando escuchamos el nombre de Johnson & Johnson (J & J), pensamos en los
bebs y el limpio olor fresco de polvo de beb. La compaa ciertamente ha
trabajado para mantener esa imagen, pero J & J vende un alcance mucho ms
amplio de productos y operaciones. Con sede en New Brunswick, Nueva Jersey,
J & J es uno de los principales proveedores mundiales de productos para el
cuidado de la salud y servicios que abarcan el mundo con 147 instalaciones en
ms de 50 pases. J & J recaud ms de $ 63,7 mil millones en ingresos totales
en 2008
J & J ofrece una amplia variedad de productos y servicios a hospitales,
minoristas, y las familias y contina para mantener algunos de los ttulos ms
conocidos de la medicina y las tecnologas mdicas como KY, LifeScan, curita,
Tylenol, Listerine, Zyrtec, Acuvue , las opciones de control de la natalidad
Ortho, y una serie de dispositivos mdicos y aplicaciones de diagnstico. En el
mbito de los productos farmacuticos, J & J ofrece medicamentos de venta
con receta para algunas de las enfermedades ms graves del mundo. Estos
medicamentos van desde el tratamiento cardiovascular a los avances en
materia de salud reproductiva, con la evolucin en curso sobre medicamentos
dirigidos al tratamiento del VIH y el continuo avance en el campo del
tratamiento del cncer.
En julio de 2009, J & J comprado una participacin del 18,4 por ciento en la
compaa biotecnolgica irlandesa Elan Corp. con el fin de acceder al mercado
de US $ 3 mil millones para tratamientos de la enfermedad de Alzheimer. La
compra Elan da J & J acceso a bapineuzumab, una ltima etapa en el potencial
de desarrollo de frmacos Alzheimer. Slo en los Estados Unidos, ms de 4,5
millones de personas sufren de la enfermedad de Alzheimer, que destruye
lentamente la memoria de una persona. Si bapineuzumab realidad podra
detener la progresin de la enfermedad de Alzheimer, algunos analistas dicen
que la droga sera un valor de $ 25 mil millones en ventas anuales en todo el
mundo.
J & J tambin acaba a mediados de 2009 adquirieron el cncer pequea drogas
desarrollador Cougar Biotecnologa durante aproximadamente $ 894 millones
en efectivo. Cougar tiene un excelente medicamento para el cncer de
prstata en etapa tarda. J & J de precio de compra de 43 dlares por accin fue
de una prima de 16 por ciento sobre el precio de cierre de las acciones del
puma.
J & J informaron segundo trimestre de 2009 un beneficio neto de $ 3210
millones y las ventas de 15,24 mil millones dlares. Durante ese trimestre, las
ventas de J & J de tratamiento con Remicade para la artritis reumatoide se
elevaron 24 por ciento a $ 1,1 mil millones.
Historia
J & J comenz con una idea simple para crear vendajes limpios y estriles.
Robert Johnson y sus dos hermanos, Santiago y Eduardo, crearon J & J en 1886
con la produccin de apsitos estriles y yeso mdica. En 1887, slo un ao
despus de haber sido fundada, Johnson & Johnson se incorpor. Hasta finales
Mercadeo
J & J tiene una cartera de marcas diverso, con productos que van desde simples
vendajes a los medicamentos antivirales complejos para el tratamiento del VIH,
cada uno que requieren diferentes estrategias de marketing para cada marca
individual. J & J tambin ha abrazado diversa publicidad, no tradicional que
incluye tanto en lnea como en el exterior, mientras que la ampliacin de nuevo
en la publicidad de medicamentos recetados. En esta seccin se destacan
algunas de J & J de las marcas ms importantes de consumo.
LifeScan
Con sede central en Milpitas, California, J & J de LifeScan ofrece diabticos una
sensacin de libertad que antes era imposible de obtener. La compaa ofrece
a los medidores de glucosa en sangre con tecnologa de ltima generacin
como el Ultra Touch utilizado en hogares y hospitales por igual. Estos se
ofrecen tanto en el mercado nacional (que representa el 98 por ciento de los
usuarios), as como los mercados extranjeros. LifeScan productos estn
dirigidos a aquellos que tienen dificultades con el dolor que participan en
metros alternativos y son ms compacta y avanzada que la competencia y
puede proporcionar al usuario los resultados en cinco segundos. Adems, si los
usuarios no se sienten cmodos usando su dedo como el sitio de prueba, este
dispositivo ofrece la posibilidad de probar en sitios alternativos.
El One Touch tambin cuenta con instalaciones que incluyen banderas antes y
despus de las comidas, de 7, 14, y los promedios de 30 das, as como la
capacidad de un promedio de antes y despus de los resultados de comida
para el perodo de tiempo elegido
Tylenol
Tylenol esta en la cartera de J & J con la adquisicin de McNeil Laboratories en
1959. En 1960, se convirti en Tylenol disponibles sin receta mdica, justo un
ao despus de su adquisicin. Tylenol ya no es un solo producto, sino que es
una familia de productos que se extiende desde la frmula infantil de Tylenol
PM. Actualmente J & J apoya 16 variedades diferentes de Tylenol con cada
nuevo tipo que requiere un enfoque diferente.
Campaa de publicidad en lnea de Tylenol utiliza sutiles anuncios colocados
estratgicamente con grandes anunciantes en lnea como Yahoo, Google y
MSN. Tylenol aument recientemente su presupuesto de publicidad en lnea y
tambin redujo su presupuesto de medios de comunicacin impresos en
respuesta a los cambios de consumo. Tylenol.com no se utiliza como una
plataforma de publicidad; sino que ha sido posicionado para ser utilizado como
un repositorio de informacin, no slo la venta de los productos. Tylenol mira
de controlar su imagen y seguir agregando valor a la marca.
Investigacin y desarrollo
Investigacin y desarrollo (I + D) es el elemento vital de las empresas de
servicios de salud. Las experiencias de la industria por encima de promedio de