Comprehensive SWOT Analysis of Bayer – A Global Leader In The Health & Medical Services Sector

Updated on: Feb 10, 2022
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We have previously conducted a detailed SWOT analysis for Abbott Laboratories, which is one of India’s largest pharmaceutical corporations. In today’s blog, we are going to discuss the complete SWOT analysis of Bayer.

Bayer is one of the largest pharmaceutical companies by market share in the world.” Health for all, hunger for none ” is Bayer’s dream. As a leader in life sciences, Bayer aims to improve health and spread health around the world by focusing on innovation and sustainability.

In its industry, Bayer has enjoyed great success. By utilizing digital marketing techniques, it can enhance its market position. Businesses can easily market themselves to their target audiences when the majority of people use digital media. 

Another marketing aspect of Bayer which is big now is the marketing strategy of Bayer.  Currently, there is great progress and demand for digital marketing and if you are interested in learning about the latest – check out our Free MasterClass on Digital Marketing 101 by the CEO of IIDE, Karan Shah.

Do you want to learn how Bayer succeeded in the market? In this blog, we will be learning about the SWOT analysis of Bayer.

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About Bayer

SWOT Analysis of Bayer - Bayer cross in Shanghai

In the field of pharmaceuticals and life sciences, Bayer is a German multinational corporation. In 1863, Friedrich Bayer and Friedrich Weskott founded Bayer as a partnership in Barmen. Following the Second World War, Bayer was a key player in the post-war Wirtschaftswunder, quickly regaining its position among the world’s largest chemical and pharmaceutical companies. An illuminated version of the logo is a landmark in Leverkusen. The Bayer cross is the company’s corporate logo. It is composed of the words BAYER written vertically and horizontally, sharing the Y.

In 1853, chemist Charles Frederic Gerhardt described acetylsalicylic acid as an important product of Bayer. Some of the products manufactured by the company include plant varieties, fungicides, herbicides, and insecticides. Bayer had gross revenue of €40.15 billion in 2014, of which pharmaceuticals contributed €12.05 billion. Bayer was rated by Standard Ethics Aei for it to be included in the Standard Ethics German Index in 2016. According to the rating system, Bayer received an EE-credit rating, the fourth tier on an eight-tier scale. Placed third in the Seed Access Index in 2016.

Quick Stats on Bayer
Founder Friedrich Bayer & Friedrich Weskott
Year Founded 1863
Origin Leverkusen, Germany
No. of Employees 99,814
Company Type Public
Market Cap € 52.06 Billion (2021)
Annual Revenue € 44 Billion (2020)
Net Income/ Profit € 10.5 Billion (2020)


SWOT Analysis of Bayer - Key Brand Products of Bayer

Products by Bayer

  • Medicines
  • Drugs
  • Food items
  • Drinks
  • Medical Devices
  • Protein 
  • Vitamins
  • Fertilisers
  • Crop Medicines
  • Customer Health Products

Competitors of Bayer

The top 5 competitors of Bayer are:

  • Cipla
  • Johnson & Johnson
  • F. Hoffmann-La Roche
  • Abbott Laboratories 
  • Pfizer

SWOT Analysis of Bayer

SWOT stands for strength, weaknesses, opportunities and threats which is an analytical technique used for assessing your business in the four aspects. SWOT analysis is simple to analyse and determine what is best for the company at present as well as to formulate a successful strategy for the future. Accordingly, the SWOT analysis of Bayer is carried out.

SWOT Analysis of Bayer - SWOT Infographics of Bayer

Let’s first start by analyzing the strength of Bayer from the SWOT analysis of Bayer.

Strengths of Bayer

An organization’s strengths are its capabilities and resources, which it can invest in developing, implementing, and sustaining a competitive advantage in the marketplace

  • Diverse Revenue Models: Bayer has taken on a variety of businesses outside of the healthcare sector over the years. Through this, the company has developed revenue streams that aren’t dependent on the Healthcare sector or Big Pharma.
  • Company Employees: At Bayer, talent management and the development of employees make a significant contribution to success in the major drug industry.
  • High Margins then Competitors: Despite facing downward pressure on profitability, Bayer remains the business with the highest profit margins when compared to its competitors.
  • Brands Catering to Different Customer Segments within the Major Drugs Segment: As a result of the extensive product portfolio that Bayer has developed, the company has been able to penetrate a wide range of customer segments within the major drugs sector. It has also enabled Bayer to diversify the organization’s revenue streams.
  • The Success of New Product Mix: To its customers, Bayer offers an extensive product mix. Various customer segments in the Major Drugs industry can be catered to through this service.
  • Awards & Recognitions: Bayer has been awarded and recognized for several successions as in 2008 it was ranked as Canada’s top 100 employees and it is also recognized as providing workplace equality to gays and lesbians.

Weaknesses of Bayer

Bayer’s weaknesses could either be an absence of strengths or a lack of resources and capabilities required, which it lacks at this time. Ultimately, decision-makers have to determine whether the weakness is due to a failure to plan strategically or resulting from a strategic decision.

  • Loyalty Among Suppliers is Low: Bayer has a history of developing new technologies to drive down supply chain prices.
  • Declining Market Share of Bayer with Increasing Revenues: Company growth is slower than that of the Major Drugs industry. Bayer will have to take a close look at the various trends within the Healthcare sector in this scenario and determine what it needs to do in order to drive its future growth.
  • Declining Per-unit Revenue for Bayer: Profitability is being squeezed due to competition in the industry. Company name needs to objectively assess the current value propositions of its various products as a starting point for managing this situation.
  • Fall in Consumer Health Sales: Among the core, pharmaceutical and medical sectors- consumer healthcare pulls the least amount of revenue. Boosting sales in this area would ensure a profit and distribute the portfolio greatly.
  • Gross & Operating Margins: Gross margin and operating margins, both of which are subject to improvement, and which may negatively impact Bayer’s financial statements in the future.

Opportunities for Bayer

A company can identify opportunities for growth, profits, and market share by identifying potential opportunities.

  • High Potential Drugs: Bayer should start dealing in high potential drugs like Xarelto, Stivarga, Xofigo, Eylea etc. and many more so that it can explore the new revenue streams which will ultimately increase the market share of Bayer.
  • Acquisitions: Bayer is famous for its enormous acquisitions and joint ventures with already established companies. Acquisitions like 2008 Sagmel acquisition, Schering AG etc. and many more. Bayer should continue such acquisitions to increase its market position.
  • Crops Market: Bayer is gradually showing interest in funding new crops programme awards. Investing in the crop industry will be beneficial for Bayer because its demand is growing in the market.
  • Local Collaboration: Bayer can also find growth opportunities in international markets by partnering with local players. Despite having local expertise, Bayer can offer execution expertise and global processes.
  • Telehealth: This sector covers the distribution of health services over the electronic media. Seeing potential in this sector Bayer has invested in Telehealth startups.

Threats to Bayer

Changing macroeconomic factors and changing consumer perceptions are potential threats to a business model. These threats can be managed, but cannot be controlled.

  • Commoditization of the Product Segment: As the products in the healthcare industry become more commoditized, it is becoming increasingly difficult for Bayer and other players to compete.
  • Competitors Catching Up with the Product Development: Despite this, Bayer is still leading in product innovation in the segment of major drugs. International and local competitors pose stiff competition to Bayer.
  • Shortage of Skilled Human Resources: With high employee turnover and increased reliance on innovative solutions, the company name may face shortages of skilled human resources in the near future.
  • Several Lawsuits: Bayer is subjected to several lawsuits including roundup, allegations against the price-fixing of medicines, patent infringements and lawsuits etc. and many more. Such allegations and lawsuits will continue to affect the goodwill of Bayer in a negative manner. 

This ends our complete SWOT analysis of Bayer. Let us conclude our learning below.


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To Conclude

The health and health-related services provided by Bayer are well known worldwide. Since 1863, Bayer has successfully maintained its position on the market. Bayer has established itself as a well-known company in the market, based on its SWOT analysis. 

Managing revenue and consumer products is the company’s biggest challenge as digital marketing develops. Despite maintaining a gender-equal environment, Bayer has faced some allegations. 

Strategies are evolving as times grow. The digital marketing industry is advancing every day, and learning about it is of extreme importance. Those interested in learning more and upgrading themselves should check out IIDE’s 11 Month Advanced Online Digital Marketing Course.

We hope this blog on the SWOT analysis of Bayer has given you a good insight into the company’s strengths, weaknesses, opportunities and threats. 

If you enjoy in-depth company research just like the SWOT analysis of Bayer, check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read this, and do share your thoughts on this case study of the SWOT analysis of Bayer in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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