A Pricing Strategy for the Pharmaceutical Industry by Using Price Discrimination

The aim of writing this thesis is to create a pricing strategy for Bayer HealthCare Pharmaceuticals which leads to the highest profits as well as increases the accessibility of medicines. The theoretical part focuses on describing the main concepts such as price discrimination, price elasticity, market segmentation and profit maximization. The practical part focuses on analyzing the findings. The proposed pricing strategy is based on the SWOT analysis as well as analyses of various pricing strategies.