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Pfizer case study

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Pfizer case study

  1. 1. “You have to be careful about being too careful” ~ Beryl Pfizer BY: Peter Morgan ID #: 2057061 S
  2. 2. Industry breakdown Pfizer GlaxoSmithKline Sanofi-Aventis Novarts Others
  3. 3. Industry BackgroundS ~ $1 Trillion Industry made up of of the big 12 pharmaceuticalsS High cost of drugs $1.5 BillionS Time consumingS Increasingly shorter patentsS Competitive market S Similar drug developed S Drive cost of marketing also cost cut strategy S Others have diversified their portfolio to remain competitive
  4. 4. PfizerS Oldest pharmaceutical company out of the 12 big corporate giantsS Mamas work force S 35,000 sales representatives make average of $621,032 S 15,000 scientists and R&D personals. S R&D and manufacturing facilities on almost every contentS Diverse products and services S Pharmaceuticals such as Vigra, Lipitor and the up and coming Eliquis (apixaban) S Health care products such as Advil, Centromere and chap stick S Health care insurance (small and local). S World leading in veterinary medicine
  5. 5. PfizerS Second biggest market capital of $190 BillionS Strong and transparent media and social media presences S Continues updated media release on their website S Facebook presence S Twitter S Youtube S TV presence S Total of 2 million followersS Strong government relationship
  6. 6. Market Segmentation Asia-Pacific Europe Americans
  7. 7. The CompetitionS 12 major pharmaceuticals world wide including Pfizer.S Either European or American basedS Stronger internet presenceS Diversification of product and services
  8. 8. End of an EraS Block buster drugs are less desirableS Budget and personal cuts S R&D budgets cut by up 3 billion dollars per year S Reduction in sales representatives S Pfizer by 3000 S GlaxoSMithKline 4000S Patent expiry  generic drugs S 42% of drugs off patent by 2013
  9. 9. The problemS Competitors with similar drugsS Small market spaceS Product orientated (Pharmaceuticals and health care products).S Have segmented the market but not yet implemented any market or corporate strategiesS Lack of diversification
  10. 10. Medical instrumentS Move into preventative medicineS Compete and or collaborate in production of medical instrumentS Use their resources to remain market orientatedS Anticipate competitors next move
  11. 11. Health insuranceS Goloblise Health Care insuranceS Use their strong brand valueS Maintain customer relationshipS Use their media and social media presenceS Show the end users that they care not only about how they are treated by what they eat (Preventative measures).
  12. 12. Orphan DrugsS To treat a minority group 200,000 peopleS Highly risky, but not many companies want to venture thereS High return S Anti lung caner drug at $115,210 per patient per year
  13. 13. GM FoodS Opportunity for diversification of product and servicesS Currently a Niche marketS Not too many competitorsS Potential to expandS High profit margins
  14. 14. GM FoodS World wide shortage of food by 2030S Less regulation surrounding itS Can rely on trade secrets than patentsS Faster turn over of product, BUTS Not widely understoodS Organic produce are still very popular
  15. 15. ReferencesS Johnson and Johnson 2012, Johnson and Johnson medical products and technologies, accessed on October 20th, http://www.jnj.com/connect/healthcare-products/medical-technologies/S Johnson, N 2012, Branded Pharmaceuticals Major Manufactures, Henry Fund Research, The University of IOWA, School of Management.S Johnson Rockoff 2011, The Wall Street Journal, Pfizers FutureL A Niche Blockbuster, accessed on October 27th http://online.wsj.com/article/SB10001424053111903352704576538683370950462.htmlS Herper, M 2012, Forbes Magazine, The best drug Companies of The Past 15 Years, accessed on October 1st http://www.forbes.com/sites/matthewherper/2012/02/09/the-best-drug-companies-of-the-past-15- years/S Herper, M 2012, New York Times, Pfizer Inc., accessed on September 20th http://topics.nytimes.com/top/news/business/companies/pfizer_inc/index.htmlS Herper, M 2012, Forbes Magazine, Experimental drug business, accessed on http://www.forbes.com/2006/11/27/pfizer-experimental-drugs-biz-cz_mh_1127pfizer.htmlS Market Watch 2012, Pfizer Inc., accessed on October 26th http://www.marketwatch.com/investing/stock/pfeS Pfizer Inc. 2012, Pfizer History 1849-1899, accessed on August 18th http://www.pfizer.com/about/history/1849_1899.jspS Pfizer Inc. 2012, Pfizer History 1900 to 1950, accessed on August 18th http://www.pfizer.com/about/history/1900_1950.jspS Pfizer inc 2012, Pfizer History 1900 to 1950, accessed on August 27th http://www.pfizer.com/about/history/1900_1950.jspS Pfizer inc 2012, Pfizer History 1951 to 1999, accessed on August 27th http://www.pfizer.com/about/history/1951_1999.jspS Pfizer inc 2012, Pfizer about Australia, accessed on August 18th <http://www.pfizer.com.au/sites/au/about_pfizer_Australia/Pages/OurHistory.aspx>
  16. 16. ReferencesS Pfizer inc 2012, Pfizer History 2000 to present, accessed on September 3rd http://www.pfizer.com/about/history/2000_present.jspS Pfizer inc 2012, Pfizer about, accessed on August 18th http://www.pfizer.com/about/S Pfizer 2012, Pfizer social media, accessed on October 12th http://www.pfizer.com/news/social_media/social_media.jspS Standard & Poor’s, 2011, Industry Survey; Healthcare: Pharmaceuticals’.S Pfizer Inc. 2012, Pfizer product pipeline, accessed on August 18th, http://www.pfizer.com/research/product_pipeline/product_pipeline.jspS Pfizer Inc. 2012, Pfizer Reports Fourth-Quarter and Full-Year 2011 Results; Updates 2012 Financial Guidance, accessed on October 1st.S The Official board 2012, Pfizers Corporate structure, accessed on September 29th, http://www.theofficialboard.com/org-chart/PfizerS Roger Bate 2008, The American, Bad Medicine, accessed on October 26th http://www.american.com/archive/2008/may-june-magazine-contents/bad-medicineS Yahoo Finance 2012, Pfizer Inc., viewed on October 26th <http://au.finance.yahoo.com/q/ks?s=PFE>
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