What would you do?

1. Your Ideal Pfizer
With the release of blockbuster drugs like Viagra and Lipitor it is no surprise that with the celebration of
the company’s 150th anniversary, it was recognized by Forbes magazine as “Company of the Year” for
its success in discovering and developing innovative drugs for human discovery. (Pfizer Inc.)
Mission
Our mission is to apply science and our global resources to improve health and well-being at every stage
of life. We strive to set the standard for quality, safety and value in the discovery, development and
manufacturing of medicines for people and animals. (Pfizer Inc.)
Vision
We will become the world's most valued company to patients, customers, colleagues, investors,
business partners, and the communities where we work and live. (Pfizer Inc.)
Weaknesses & Threats
Patent Expiration
The most significant weakness that Pfizer is facing is the expiration of current patents. Within the next
few years, patents on many leading drugs expire. This is an enormous weakness as Lipitor, their top-
leading drug, accounting for over 23% of their annual revenue and will no longer be protected within in
a few short months. After these patents expire, competing companies participating in the generic
market will be able to produce a generic form of Lipitor and sell it at a fraction of the price. Lipitor is only
one of the leading drugs that have patents expiring in coming years. (Refer to Appendix A) Losses will
occur within upcoming years as more patents expire. Another issue is that although new drugs are being
developed, the rate at which new drugs will be entering the market does not keep pace with the rate
that patents are expiring. (Pfizer Inc., 2011)
Generic Competition
As Pfizer’s patents begin to expire within the next few years, the generic competition poses a major
threat. It is known that some top leading drugs are no longer protected and that generic competitors are
able to produce identical drugs for a fraction of the price. This is threatening, as they will lose large
portions of sales.
Economic Downturn
The economy is also a threat to Pfizer. If consumers do not have the funds to acquire necessary drugs
they may not purchase needed drugs at all, switch to generic brands or find alternative treatments.

2. Counterfeit Drug Market
In 2010, nearly 1,700 incidents of counterfeit drugs were reported; triple the number from 2004
according to the Pharmaceutical Security Institute (PSI), a group privately funded by drug makers. This is
a major threat to pharmaceutical companies as it is a growing black market. Estimates to the size of the
market range from US $75 billion to $200 billion a year. The majority of the counterfeit market is coming
from Asia in particular China, and India. Last year an estimate by PSI of 800 pharmaceutical products
where produced and sold illegally. (Kaiser Health News, 2010)
If you were the CEO of Pfizer, using your knowledge and expertise of the industry, what would you do?
How you would re-align Pfizer and make the most of its opportunities and strengths against its
weaknesses and threats?
What would your ideal Pfizer look like?