Moderna Strategic plan

2022-2025

Group no.5 (Final Project)

Presented to Prof.Osama Mosallam
Prepared by : Ahmed Rezk Elewa
 ‫‪Group no. 5 Members:‬‬
‫د‪.‬عيد س يد ا لعطار‪Facilitator‬‬

‫د‪.‬أحمد رزق عليوة‬

‫د‪.‬رمزيمنير عبد ا لعظيم ‪Reporter‬‬

‫د‪.‬أحمد عبدالحميد‬

‫د‪.‬سيد جالل‬

‫د‪.‬أحمد مسري‬

‫د‪.‬محمدعبدهللا‬
‫‪Prepared by : Ahmed Rezk Elewa‬‬
 OVERVIEW:
 An American pharmaceutical and biotechnology company based
in Cambridge, Massachusetts that focuses on RNA therapeutics,
primarily mRNA vaccines.

These vaccines use a copy of a molecule called messenger RNA (mRNA) to

produce an immune response.

The company's only commercial product is the Moderna COVID-19 vaccine.

As of 2022, the company has 44 treatment and vaccine candidates, of which

21 have entered clinical trials. Targets for vaccine candidates include:

influenza, HIV, Epstein–Barr virus and influenza vaccine, a cytomegalovirus

vaccine, and two cancer vaccines. The company's pipeline also includes
candidates for cancer immunotherapy.

Prepared by : Ahmed Rezk Elewa

 OVERVIEW:
Big moments
2010
Moderna incorporates
Moderna’s name combines the words "modified" and "RNA",
which happens to contain the word "modern.” 
2011
Operations started
Moderna begins research into the production of mRNA
medicines. Stéphane Bancel joins as founding CEO.
2014
Expansion
New headquarters and labs open in Cambridge, Massachusetts.
2015
First human dose of flu vaccine
Moderna initiates first-in-human dose of an mRNA vaccine
(mRNA-1440), an H10N8 flu vaccine candidate.
2016
New lease signed
Lease signed to build 200,000 sq ft GMP mRNA clinical
manufacturing facility in Norwood, MA.
Prepared by : Ahmed Rezk Elewa
 OVERVIEW:
Big moments
2017
First human dose of multivalent vaccine
Moderna initiates first-in-human dosing for mRNA-1653, a combination vaccine with the
potential to protect against more than one disease – human metapneumovirus (hMPV virus)
and parainfluenza virus.
2018
New facility opens
Moderna opens its state-of-the-art clinical development site in Norwood, MA.
 2019
First antibody encoded by mRNA
Moderna announces dosing of the first antibody encoded by mRNA in a clinical trial.
2020
CDC recommendation
The U.S. Centers for Disease Control and Prevention votes to recommend the use of the
Moderna COVID-19 vaccine in people 18 years of age and older in the U.S.
2022
Moderna receives full approval for COVID-19 vaccine by U.S. FDA
The U.S. Food and Drug Administration (FDA) approved the Biologics License Application (BLA)
for SPIKEVAX (COVID-19 Vaccine, mRNA) to prevent COVID-19 in individuals 18 years of age and
older in the U.S.
Prepared by : Ahmed Rezk Elewa
 Vision,Mission&values
• Vision:
Innovate To Bring Therapies To Patients That Significantly Improve Their Lives.
• Mission:
To deliver on the promise of mRNA science to create a new generation of transformative medicines for patients.
Our focus is to use our mRNA platform and the infrastructure we have built to address infectious and serious
diseases.

• Mission Statement:
Provide Society With Superior Products And Services By Developing Innovations And Solutions That Improve The
Quality Of Life And Satisfy Customer Needs, And To Provide Employees With Meaningful Work And Advancement
Opportunities, And Investors With A Superior Rate Of Return
 Values
Achieve Excellence: to be the best

Accountability: taking our responsibility toward our

community and our investors

Respect: Moderna respect diversity and consider diversity is

our competitive advantage

Encourage innovation: we must think different

Equity : courage to speak up if any thing is not right

Team work: we must work together and share information

to achieve Excellence
 Moderna Situation Analysis
SWOT Analysis

PESTLE Analysis

FIVE Forces of Michael Porter

BCG Matrix

Internal Factor Analysis(IFAS)

External Factor Analysis(EFAS)

TOWS Matrix

Grand Strategy

Resource Based View Analysis (RBV)

VRIO Analysis
 SWOT ANALYSIS:
Strength
S1: strong financial situation.
S2: Developed technology capabilities with a fully digitalized process.
S3: strong Allianz & partnership with LONZA.
S4: strong proprietary infrastructure with in-house
manufacturing capabilities.
S5: strong relations with key entities like gate
foundation ,NIH,BARDA and DARBA.
S6: The patent of using mRNA is strategic assets.
S7: Strong situation in USA & Europe after LONZA alliance.
S8: Strong and focusing R&D also innovation department.
S9: Good management systems equipped with experienced
staff.
Weakness
W1:The resistance of the new mRNA technology for
vaccination and for drugs generally.
W2: New company with a short history.
W3: The unknown reputation of the company
comparison to its competitor.
W4:The difficulty of invading the high volume with
their own vaccines ( china,India&Russia). 
W5: New vaccine with unknown long run side effects.
 SWOT ANALYSIS:
Opportunity
O1: Increasing demand all over the world of new COVID19
vaccines ( increase sales Revenue )
O2: The possibility of operating and manufacturing in the
developing countries.
O3: possibility of integration and merging companies to
grow larger.
O4: mRNA potential for new class of medicines.
Prepared by : Ahmed Rezk Elewa
Threats
T1: strong competition in the field of drug industry.
T2: Economic downturn, happening in developed
countries ( may result in decrease in sales ).
T3: competition with other corporations producing cheap
vaccines with traditional methods.
T4: The Negative publicity for any company, it has always
been a bad impact on its brand image.
( due to new technology resistance)
T5: Risks inherent in pharmaceutical operations and
supply chain.
 PESTLE Analysis
- Political - Economic - Social -Technological -Legal -Environmental

•Stable political •The largest economy •The education and •Technological •It is possible to •Extremely diverse
climate in the world with the healthcare system is innovation within the incorporate a geography, climate,
•Influence over the GDP of 18.57 trillion one of the best in the private and company online for and wildlife.
political dynamics of USD world. educational sector US $100 • Major tourist place
many counties around • The economic • Majority of the has been increasing. •There is also various •Development of drug
the world system is well population has a •The government’s locations in the US, resistance in drug
•Great destination for developed and liberal mind set, but R&D is focused on where incorporating production areas
Foreign Direct gathers its strength rising racial defense (58.3% of its can be done quickly, leading to sever
Investment (FDI) from its service and intolerance is a R &D budget) easily and cheaply environmental
• Corruption manufacturing serious concern. •Rising through a law firm on impact.
Perception Index industries •Increasing illegal pharmaceutical your behalf
ranked 16th •Reduction in immigration is market. •Labor Laws-
•Impact of US unemployment another concern. •Significant -Health Coverage
elections on pharma •Non availability of •Ageing population in development in -Workplace safety
industry admits cheap labor developed countries. emerging -Social security
COVID 19 vaccine -The highest total • Shift in technologies -Unemployment
development. sales tax rate in the communication to •Emerging new Benefits
•Pricing pressure U.S. is 13.725 percent remote interactions technologies like gene •Uphill legal journey
from US government by tele- therapies and reverse for drug development
communications and paralysis. exhausts a lot of time
tele-health. •Rise of connected and financial
patients through resources.
mobile technology &
social media.
 Five Forces of Michael Porter
Weight score Weighted
(1 to 5) score

Barriers to New Entrants
-The established firms have differentiated from one another via construction 2 4 8 low
of a strong brand name with loyal customers.
- If an entrant would like to enter a market it can be necessary to invest in a
large amount of advertising and R&D. That will prevent new entrants with
weak finances from entering an industry

Rivalry within the Industry The intensity of rivalry can increase if the industry growth is slow, since more 5 3 15 high
firms compete in gaining larger market share

Bargaining Power of Suppliers A supplier of the pharmaceutical industry could be anyone from the provider 2 3 6 low
of raw materials, labor forces and the makers of active ingredients, packaging,
distributors

Bargaining Power of Buyers The buyers bargaining power will increase as contract with government: 4 4 16 high
focusing on price

Substitute The product is unique or novel; the consumer will accept it even at higher 2 3 6 low
price

total 51
 BCG Matrix

?
High prioritize divest
Market Growth

Moderna

Low

High Low
R.Market Share
Prepared by : Ahmed Rezk Elewa
 BCG Positions in service life-cycle
Revenue /Profit

Moderna

Cash cow
Star

Dog

Introduction Growth Maturity Decline

Time

Prepared by : Ahmed Rezk Elewa

 Internal Factor Analysis Summary (IFAS):
Internal Factors Weight Rating Weighted score
Strengths
S1 Strong financial situation 0.12 4 0.48

S2 Developed technology capabilities with a fully digitalized process. 0.14 4 0.56

S3 Strong proprietary infrastructure with in-house manufacturing 0.14 4 0.56

capabilities.

S4 Strong Allianz and partnership with LONZA. 0.12 3 0.36

S5 Relations with key entities like Gate , NIH, BARDA, and DARBA. 0.16 4 0.64

Weaknesses
W1 The resistance of the new mRNA technology for vaccination. 0.06 1 0.06

W2 The unknown reputation of the company comparison to its competitor. 0.06 1 0.06

W3 The difficulty of invading the high volume markets while they have their 0.12 2 0.24
own vaccine. (China, India, Russia).

W4 The vaccine still new and its side effects on the long run still unknown. 0.08 2 0.16

Total score 1.00   3.12

 External Factor Analysis Summary (EFAS):
External Factors Weight Rating Weighted score
Opportunities:
O1 Increasing demand vaccine all over the world 0.16 4 0.64

O2 operating and manufacturing in the developing countries.

0.14 3 0.42
O3 acquire and merge companies to grow larger
0.12 4 0.48
O4 strategic partnership with other companies &
governments 0.14 4 0.56
O5 The diversification in products.
0.08 3 0.24
Threats:
T1 Strong Competition in drug industry
0.12 2 0.24
 
T2 government regulation in the sector of healthcare products.
0.08 2 0.16
 
T3 Competition of cheap vaccinations using old vaccine
method 0.08 3 0.24
T4 Negative Publicity for any company
0.04 1 0.04
T5   Economic Downturn, this happens in developed countries.
0.04 2 0.08
Total score 1   3.1
 Strategic Factor Analysis Summary (SFAS):
Strategic Factors Weight Rating Weighted Comments
score
S3 Strong proprietary infrastructure  possibility of manufacturing and
0.1 5 0.5
developing more products

S4 strong partnership with LONZA good situation in Europe

0.1 4 0.4
 
S5 strong relations with key entities like
DARBA,BARDA&Gates. 0.12 5 0.6 Facilitate the fund & process of new projects  
W3 Difficulty invading high volume markets (china)
0.11 3 0.33 There is still possibility of market share 
 W4 unknown side effects of new vaccine.
0.08 2 0.16  may affect the company in the future
O1 increased demand of vaccine allover the world
0.13 5 0.65  will support growth strategy
O4 strategic partnership with other companies Support our growth strategy with new
0.12 5 0.6
products and new markets. 
T1 Strong competition in drug industry
0.12 2 0.24  
T2 government regulation in healthcare sector
0.06 2 0.12
T3 competition of cheap old vaccination methods
0.06 3 0.18
Total score
 Moderna TOWS MATRIX:
  Strengths (S) Weaknesses (W)

SO – Using strengths to capitalize on available WO – Overcome weaknesses to capitalize on

Opportunities (O)
opportunities opportunities

Threats (T) ST – Use strengths to avoid threats WT- Reduce weaknesses to avoid threats
 Moderna TOWS MATRIX:
Internal  Internal Analysis
Factors 1- Strong financial situation .
(IFAS) 2-Developed technology capabilities with a fully
  digitalized process.
External 3-Strong proprietary infrastructure with in-house
Factors manufacturing capabilities.
(EFAS) 4-Strong partnership with LONZA.
5-Strong relations with key entities like gate,BARDA.
6-Strong & focusing R&D and innovation department.
7-Good management systems equipped with
experienced staff.
 External Opportunities SO  WO
1- increasing vaccine demand allover the world. 1-Get a bigger market share (S1,S5,S6,O1)
2-possipility of operating & manufacturing in the developing countries. 2-Develop new products (S3,S6,S7,O5)
3- Merge companies to grow larger, 3-Build new factories with the same capabilities
4-The diversification in products. (S1,S2,S7,O2,O4)
 External Threats ST
1-Strong competition in drug industry.  1-Provide a high quality products with developed
2-Government regulations in healthcare products field. manufacturing technology.
 Internal weakness
1-The resistance of the new mRNA technology
for vaccination & drug industry.
2- The unknown reputation of the company in
compare to its competitor.
3-The difficulty of invading the high volume
markets while they have their own vaccines.
4-Unknown side effects of the new vaccine.
5- lack of sales & distribution.
 1-Increasing demand will allow to operate the
new markets and reduce the resistance of the new
technology.(O1,O2,)
2-Possibilities of merge and acquire new
companies & strategies partnership to invade high
volume markets and grow larger.
WT
 1-Overcome weakness by making them
strengths(Move towards OS strategy).
1. Internal St Position External St position

CA IS
X. -5
-1
Market share
Brand image
+5 Growth Potential
+6 Resource utilization
Space Matrix
A -1 Technology know how +5 Financial stability
X -4 Customer loyalty +2 Merge & Acquisition
I -2 Control over suppliers +4 Profit
S +2 Ease of entry
Average = -2.6 Average= +4

FS Aggressive Strategy
Total X axis = +1.4

FS ES
Y. +4 Working capital -2 Technological change
+4 ROI -3 Competition Pressure
A +3 ROA -4 Inflation rate +0.5
X +4 Leverage -3 Price elasticity CA IS
I +2 Liquidity -2 Demand variability
S +3 Net income 1.4

Average= +3.5 Average = -3

Total Y axis = +0.5 Prepared by : Ahmed Rezk Elewa

ES
 Moderna Grand Strategy
Rapid Market Growth

Quadrant 1

Market penetration
Market development
Product development
Related diversification
Forward,Backward,Horizontal integration
Slow Market Growth Weak CA

Prepared by : Ahmed Rezk Elewa

Strong CA
 Resource Based View analysis (RBV)
1.Financial Resources 2. Physical Resources 3. Human Resources 4. Organizational Resources

• strong financial •Equipment: updated •Training: high •Formal reporting

position •Geographic •Experience: high structures: good
location: wide •Judgment: suitable •Its formal and informal
distribution •Intelligence: high planning: good
• access to raw •Relationship :good •Controlling: good
materials :easy with
good prices
•Machinery:-fully
digitalized
•Technology: new
updated using
artificial intelligence
 VRIO Analysis
Resource or capability valuable rare inimitable Organization Impact on competitive
exploit advantage

Wide genetic date base (MRNA technology) Yes Yes Yes Yes Sustained Competitive
advantage
Brand name Yes Yes Yes Yes

Strong relations with key entities like NIH Yes No Yes Competitive parity
Foundation, NIH, BARDA, and DARBA.
Strong Alliance and partnership with LONZA Yes No Yes Competitive parity

Good financial position Yes No Yes Competitive parity

Latest technology with a fully digitalized Yes No Yes Competitive parity

applying artificial intelligence

Highly trained-experienced staff Yes Yes Yes Yes Competitive parity

Prepared by : Ahmed Rezk Elewa

 VRIO Analysis
Can't be copied or duplicated by other companies because Moderna has
patent of new MRNA technology and high cost to imitate .

Prepared by : Ahmed Rezk Elewa

 Strategic Goals
Work Together For A Healthier World

Build Long-term, Sustainable Value For Our Investors

Overcoming Barriers To Access

Providing Greater Product Choice For Patients

Employee Development And Relations

Social Responsibility

Become Leader In Vaccine Market

Strategy
-Organization’s Directional Vector Is Located In The
Aggressive Quadrant (Upper-right Quadrant) Of The
SPACE Matrix.

-A Firm Is In An Excellent Position To Use Its Internal

Strengths To Take Advantage Of External Opportunities,
Overcome Internal Weaknesses, And Avoid External
Threats.
- Market Penetration, Market Development, Product
Development.
Prepared by : Ahmed Rezk Elewa
 QSPM of Moderna Inc. :
Key Factors
Market Penetration Market Development
Internal strength Weight
AS TAS AS TAS

1- Strong financial situation 0.12 3 0.36 2 0.24

2-Developed technology capabilities with fully digitalized
0.14 3 0.42 2 0.28
process.
3-Strong proprietary infrastructure 0.14 3 0.42 2 0.28

4-Strong Allianz & partnership with LONZA 0.12 3 0.36 3 0.36

5-Strong relations with key entities like Gate&DARBA 0.16 4 0.64 3 0.48
Internal weakness

1-The resistance of new mRNA technology 0.06 0 0 0 0

2-Unknown reputation of the company compared to its
0.06 0 0 0 0
competitor.
3- Difficulty of invading high volume markets while they have
0.12 1 0.12 2 0.24
their own vaccine(china,India&Russia)
4-The new side effects of the new vaccine 0.08 0 0 0 0
 QSPM of Moderna Inc. :

Market Penetration Market Development

Key Factors Weight AS TAS AS TAS

External Opportunities
1- Increased demand of the vaccine all over the world 0.16 2 0.32 3 0.48

2- possibility of operating in developing countries 0.14 1 0.14 2 0.28

3- possibility of acquire and merge companies grow larger 0.12 3 0.36 2 0.24

4- possibility of strategic partnership with other companies 0.14 3 0.42 3 0.42

5- The diversification in products 0.08 2 0.16 2 0.16

External Threats

1- Strong competition in drug industry 0.12 2 0.24 2 0.24

2- Government regulation in the sector of healthcare products. 0.08 1 0.08 1 0.08

3.     The competition of the cheap vaccinations using the old 0.08 1 0.08 1 0.08
vaccine method.
 Objectives & Recommendations
• Market Penetration
-Increase Production Capacity Of Covid19 Vaccine to reach 500 million dose by end of 2023.
-Increase Marketing and advertising activities Investment By 30% by end of 2022.
-Enhance Distribution 25% by explore new channels of distribution for products By Contract With
DHL by end of Q2 2022.
-Reduce Operational Costs 20% By Embracing Technology and increase the production In 2023.
-Decrease Pricing to be Competitive by end of 2022 lead to enhanced consumer engagement with the
product.
-Initiate Strategic alliance with PAYER pharmaceutical by end of 2023.
 Market Development

– -Increase Markets research to identify possible new markets and consumer segments for its products by
2023.
– - Asia: complete strategic alliance with Takeda pharmaceutical by 2023
– - Latin America: complete strategic alliance with PLURICELL pharmaceutical by end 2023
– -During 2023 Contract With VACSERA Egypt To Produce And Distribute Covid19 Vaccine In Africa.
– - Complete develop 5 subsidiary companies ( Vietnam-Chili-South Africa-France-Canada)

Prepared by : Ahmed Rezk Elewa

 Product Development

- Initiate Modifications to existing products by end 2024

- Initiate Launch new products by 2025
•AIDS
• tuberculosis
•malaria
•Pneumococcus
•Seasonal influenza
•The cancer vaccines .

Prepared by : Ahmed Rezk Elewa

 Thank You

Prepared by : Ahmed Rezk Elewa