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Bayer A Case Study

3927 words - 16 pages

Introduction:Bayer was founded in Barmen by the successful partnership between Johann Friedrich Weskott, acknowledge as the master of dyeing and dye salesman Friedrich Bayer. They registered "Friedrich Bayer & Companies" in the commercial register on August 1, 1863.It started with a workforce of only three (3) people in 1863 to more than 300 in 1881. Aside from being a dye factory, Bayer progressed into a chemical company from 1881 to 1913.To date Bayer employs 120,000 people worldwide. It has now four business segments; health care, agriculture, polymers, and chemicals. These are further subdivided into 15 business groups, with each group having a responsibility for the success and growth of their operations. Bayer has more than 125 years old global healthcare, agriculture, polymers and chemicals conglomerate with about 350 individual companies worldwide having headquarter in Leverkusen, Germany (http://www.infograph.com/pdf/BayerAG_eng.pdf). Moreover, Bayer the biggest Germany's and top drug maker and international market leader in the area of Polyurethane Business as well (The New York Times).In the year 2000, the group recorded a net profit of 1.8 billion Euros on sales of 31 billion Euros.Bayer is one of the most ubiquitous corporations going, you may not know it but their products are all around you (and inside you)¡± (http://www.corporatewatch.org.uk/profiles/bayer/bayer1.html). With this success it is worth investigating how Bayer reach its goals and objectives in business and the strategies it used to be where it is now.Bayer's Aims:As market leader of the chemical and pharmaceutical business, Bayer have five main aims which are continuing try to achieve.1. To become the world's leading integrated chemical and pharmaceutical company, with core competencies in health care, agriculture, plastics and specialty chemicals. Bayer's aim is that its products should benefit humankind. Bayer is committed to the principles of the international Responsible Care initiative in our research and development, manufacturing, marketing and information policy.2. To be its customers' supplier of choice. Customer benefit and satisfaction are paramount, and Bayer act accordingly.3. To be a leader in research and technology and to continually expand its competencies in order to manufacture and globally market top-quality, environmentally compatible products with a high value added.4. To steadily increase corporate value and obtain an above-average return on capital. It is to make fuller use of the potential synergies that exist within the Bayer Group at corporate and local level.5. To view acquisitions and divestitures of companies or businesses.(http://www.bayer.com/en/bayer/ub_up_strategie.php)Structure of Bayer:Bayer's operations are organized into four business segments: health care, agriculture, polymers, and chemicals. In each segment consist of a number of business groups, and the Organization Structure is indicating in Appendix 1....

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