Performance Analysis And Market Positioning Of Leading Pharmaceutical Companies In The Republic Of Croatia

Financial statements indicate the financial position and performance of a company as well as cash flows in accordance with the definitions and criteria for recognizing assets, liabilities, revenues and expenditures. The purpose of this research paper is to analyse and compare the financial statements of six leading pharmaceutical companies in the Republic of Croatia in order to determine their level of success, performance and market positioning. Market positioning is used to determine the place the company, product or service occupies in the market and in the consumer’s mind – whether it is that of a leader, follower, challenger or tamponer. The aim of the paper is to determine the performance of the leading pharmaceutical companies operating in the Republic of Croatia and their ability to overcome the financial crisis that hit the market in 2009. The methodology used in this paper is analysis, synthesis and desk research. Through the method of vertical, horizontal and fundamental analyses of a period of six years of business, it was possible to determine which company best dealt with the financial crisis. Through the conducted business analysis, the authors determined which company aims to improve its business and thereby achieve a better market position. Results of the research indicate that positioning has determined the competitiveness of individual companies and their importance on the market, as well as to which extent the performance itself is related to market positioning. According to research results, PLIVA is the market leader; the most successful and safest pharmaceutical company in the Republic of Croatia, while other companies have the positions of followers, challengers and tamponers.