Roche Diagnostics, the diagnostics arm of Hoffmann la RocheSwiss pharmaceutical giant, made profit from the very firstoperational year on the Romanian market and sales in line with itsinitial plan, namely 68m RON (16.2m euros). The company enteredRomania in late 2008 by acquiring from Top Diagnostics distributorthe business part related to Roche operations, but the deal wascompleted in late April, 2009. "We're satisfied with 2009 figures.We wanted to enter Romania directly because this is Roche's model.We did this amid the growth the market is boasting and taking intoaccount the 21 million people potential and Romania's being part ofthe EU," said Harald Wolf, country manager of Roche DiagnosticsRomania. Roche is the first multinational to directly tap into thediagnostics market, a highly fragmented segment domesticdistributors fight on. "For international companies like Roche,with financial power, it's out of the question to be at the sameturnover level after three years. It's only a question of growth",Wolf added.
