An in-depth marketing audit of the Bristol Myers Squibb Company (BMSC).
Written in 2008; 2,486 words; 15 sources; APA; $ 75.95
Paper Summary:
The paper reveals that Bristol Myers Squibb Company's (BMSC) recent history can be summed up by its battle with Pfizer to gain control of the cardiovascular drug market. The paper provides an overview of Pfizer and offers a competitor profile matrix. The paper then discusses the industry rivalry and includes a SWOT analysis. The paper concludes that BMSC has developed a very integrated manufacturing and distribution network that has allowed it to capitalize on its brand image as a leading pharmaceutical company. The paper provides recommendations and includes an appendix detailing the company's background.
Outline:
The Competitive Environment
BMSC in the Marketplace
Conclusions & Recommendations
From the Paper:
"The degree of industry rivalry in the pharmaceutical industry is high and potentially debilitating even for the larger competitors. Proctor identifies five levels of competition that most enterprises face in today's hyper-competitive marketplace: direct, close, similar products, substitute products and indirect competition (2000, p.103). These levels of competition vector with Porter's five forces model of competition whereby he models the relationship in the marketplace between competitive forces that together form a core of rivalry that is measured in degrees of intensity (Proctor, 2000). For the pharmaceutical industry, the degree of intensity in competitive forces is extremely high because the risks at stake are considerable; often in the 100s of millions to the billions."
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