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The Isuzu brand is one of the least known of the Japanese car brands sold in the North American market. Toyota, Honda, Nissan, Mitsubishi, and Subaru are all well recognized and re

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

spected Japanese makes while Isuzu lives perpetually in their shadow and underneath the wings of world auto giant, General Motors. Let’s take a look at Isuzu and what makes this ca

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

r company tick.

In 1981, Isuzu followed competing Japanese automakers and entered the US, the world’s largest automobile market in terms of annual sales. Getting a late start, Isu

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

u had some catching up to do as each of its Japanese rivals had already established themselves in the lucrative American market. Indeed, it has always been perceived by automobile

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

experts that if an automaker was going to be successful in the world, then they needed to establish a foothold in the highly competitive U.S. market.

Earlier models from Isuzu inc

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

uded the I-Mark, a compact four door sedan; the Stylus, which replaced the I-Mark; the Trooper, a compact SUV; the Impulse, a sporty two door coupe; and the P’up, a compact pick up

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

truck.

Unfortunately for Isuzu, bad publicity and a small marketing network have limited the brand in its quest to grow. A report completed by industry watchdog, Consumer Report’

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

s, alleged that 1995 and 1996 model year Troopers, “…have too great a tendency to roll over in certain situations." Consumer Report’s also gave the vehicle a rare “not acceptable”

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

rating, something very few vehicles have ever received by the group over the years. In a previous negative report during the 1980s for the Suzuki Samurai, sales of the Samurai plun

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ged. Indeed, Suzuki is another Japanese make with limited appeal. Could Consumer Report’s findings adversely effected both companies? Some experts believe this to be true, judging

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

y their respectively small market shares.

Eventually, many of the original models in the Isuzu line up were replaced to give the automaker a better footing in the U.S. During the

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

early 1990s, Isuzu decided to stop importing cars, concentrating solely on pick up trucks and SUVS. An overhauled Trooper joined the Amigo and Rodeo in the Isuzu line up followed a

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

number of years later by the VehiCross.

Isuzu’s thrust into the U.S has all but stopped and, for now, they do not import a single vehicle into the U.S., relying instead on their

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

elationship with GM, who owns 12% of the company, to sell rebadged GM vehicles as Isuzus. At last count, Isuzus sales were averaging about 1,000 vehicles per month, certainly not a

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

sustainable figure for any car producer.

So, what keeps Isuzu going? A few things: diesel engines and GM. As a world class manufacturer of diesel engines, Isuzu provides engines

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

or – you guessed it – GM trucks. Filling a glaring void in the GM line up, Isuzu has turned from an automotive importer to an automotive supplier; at least as far as the North Amer

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ican market is concerned. GM, in turn, has invested heavily in Isuzu and together they have joint ventures around the globe including a shared stake in an Australian operation.

Th

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

e long term strategy for Isuzu is unclear, but it does appear that the North American market is unsustainable at least as far as the passenger car market goes. The company does hav

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

a line of commercial vehicles that are sold in the US which are favored by companies needing an economical, but compact commercial truck in their fleet. Couple that with their rel

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

ationship with GM, Isuzu’s future may well lay in the areas of engine supplier and commercial vehicle provider, two niches that have been successful so far for the Japanese company

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Business Plans and operations face formidable threats. Four major threat-trends are identified that will help our business recognize the impact on plans and operations. Our task is to mitigate them.

We all need to prospect in order to gain more business but we often confuse prospecting with cold calling. The first step in the process is to identify your target.

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