Merck and Pfizer Inc.

Paper Summary:

This paper provides an insight into the two pharmaceutical companies Pfizer Inc. and Merck with an emphasis on their marketing strategies. It outlines the companies' products, services and position in their industry and then provides a comparative analysis using the four Ps of marketing.

Outline
Introduction
Company Analysis - Pfizer Inc.
Line of Business and Sales and Profit Trends
The Specific Target Market(S) Sought
Company Brands, Manner of Distribution, Promotion Methods and Pricing
The Differential Advantages/Strengths of the Firm
International Performance
Company Analysis - Merck
Line of Business and Sales and Profit Trends
The Specific Target Market(S) Sought
Company Brands, Manner of Distribution, Promotion Methods and Pricing
The Differential Advantages/Strengths of the Firm
International Performance
Comparison
Web Sites
Describe Each Site
Strengths and Weaknesses of Each Site
Specific Sections
Improvement of Both the Sites
Conclusion
Bibliography
Appendix

From the Paper:

"Unlike other firms, Pfizer's main business focus had been to improve its products and to extend its product line. Over the years, analysts find that Pfizer has spent much more on currency of its research and development as compared to business development and strategy. For example one analyst comments on Pfizer's strategy: "McKinnell is one of the primary architects of the acquisition strategy that has supercharged Pfizer's growth. So it's startling to hear him argue that the company's acquisition days are over. Despite the fact that Pfizer commands only 11% of the global pharmaceutical market, its growth, he declares, now lies in R&D, not M&A. "This Company's future will be quite different," McKinnell says. "People tend to evaluate research looking out the back window, not the front. And the '90s were really unusual." [Simons, 2003]. For this reason it has leverage over other companies. However with the emergence of new prescription drugs and mandates in biomedical fields other companies like Merck, Pharmacia as well as Eli Lilly have been focusing their investments in these areas as well [See Appendix]. "

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