HOME Research Insight Marketing and Promotions was the Major Growth Strategy Adopted by Players Operating in the Global Pharmaceutical Robots Market



Marketing and Promotions was the Major Growth Strategy Adopted by Players Operating in the Global Pharmaceutical Robots Market


The pharmaceutical robots market is dominated by Kawasaki Heavy Industries Ltd. (Japan), FANUC Corporation (Japan), KUKA AG (Germany), Mitsubishi Electric Corporation (Japan), ABB Ltd. (Switzerland), Denso Corporation (Japan), Seiko Epson Corporation (Japan), Marchesini Group s.p.a (Italy), Universal Robots A/S (Denmark), Yaskawa Electric Corporation (Japan), and Shibuya Corporation (Japan).

Marketing and promotions; expansions; agreements, alliances, collaborations, & partnerships; and product launches were the major strategies adopted by key players to achieve growth in this market. Marketing and promotions accounted for 31.4% of the total strategies adopted by the players in this market. This strategy was adopted by players to increase their presence in the market. The key players that adopted this strategy are Kawasaki Heavy Industries Ltd. (Japan), KUKA AG (Germany), Seiko Epson Corporation (Japan), Marchesini Group s.p.a (Italy), and Universal Robots A/S (Denmark). For instance, in September 2016, Marchesini Group s.p.a (Italy) was present at the Taropak 2016 held in Poznań, Poland, which is one of the key national exhibition venues for pharmaceutical packaging. The participation of the company was aimed to strengthen its presence in Poland, a growing market for the company. In August 2014, Universal Robots A/S (Denmark) was present at the RoboBusiness held in October 2014 in Boston, U.S. The company released a new generation of robots - R5 and UR10 robots at RoboBusiness, making it even safer for humans and robots to collaborate.

Expansions accounted for 29.5% of the overall strategic developments in the market from 2013 to 2016. Players adopted this strategy to strengthen their network, increase their global presence, enhance customer experience, and improve relationships with customers. The key players that adopted these strategies were Kawasaki Heavy Industries Ltd. (Japan), FANUC Corporation (Japan), KUKA AG (Germany), Mitsubishi Electric Corporation (Japan), ABB Ltd. (Switzerland), Marchesini Group s.p.a (Italy), Universal Robots A/S (Denmark), and Yaskawa Electric Corporation (Japan). For instance, in August 2016, Kawasaki Heavy Industries Ltd. (Japan) opened a Tokyo Robot Center Showroom in Odaiba, Tokyo, Japan. The new facility offers robotics-related information. In June 2016, FANUC Corporation (Japan) expanded its laboratories at headquarters. The company also opened a second manufacturing site for FANUCs FA business next to the head office factory in Mibu, Japan. The expansion provides better testing equipment for speedy and precise assessment of products.

Agreements, alliances, collaborations, and partnerships accounted for 16.2% of the total strategic developments in this market from 2013 to 2016. Players adopted these strategies to expand their product portfolios and customer base, and fortify their sales channels. The key players that adopted these strategies were FANUC Corporation (Japan), ABB Ltd. (Switzerland), and Seiko Epson Corporation (Japan). For instance, in October 2016, FANUC Corporation (Japan) collaborated with NVIDIA (U.S.) to implement artificial intelligence on the FANUC Intelligent Edge Link and Drive (FIELD) system.

Product launches accounted for 6.7% of the total strategic developments in the market from 2013 to 2016. Players adopted this strategy to strengthen their existing product portfolios. The key players that adopted these strategies were Kawasaki Heavy Industries Ltd. (Japan), ABB Ltd. (Switzerland), Seiko Epson Corporation (Japan), Universal Robots A/S (Denmark), and Yaskawa Electric Corporation (Japan). For instance, in November 2016, Yaskawa Electric Corporation (Japan) launched the MOTOMAN-MH5BM, a six-axis vertical articulated robot. The robot is ideal to be used in sterile or hygienic environments such as the biomedical field, which includes drug discovery research, pharmaceutical and medical industry, as well as the beverage industry.

Related Reports:

Pharmaceutical Robots Market by Type (Traditional Robots (Articulated Robots, SCARA Robots, Delta Robots, Cartesian Robots), Collaborative Robots), Application (Picking and Packaging, Laboratory Applications) - Global Forecast to 2021

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