Organizational Growth at Pfizer

Paper Summary:

This paper takes a look at how the pharmaceutical company Pfizer has been quite effective at utilizing marketing strategy based market development to expand its revenue streams and extend the useful life of its existing products. The paper maintains that Pfizer's sales and marketing division is one of the drug industries best and has been a strong contributor to creating one of the most pathological advertising establishments in the United States. The paper uses the Ansoff matrix as a tool to assess Pfizer's marketing strategies in relation to the general drug market. The paper concludes that Pfizer owes its success to its vast resources, global distribution and channel technology, and brand equity.

Outline:
Introduction
Gap Analysis
Ansoff's Matrix-Strategic Planning
Recommended Solutions
Conclusion

From the Paper:

"There are several strategies to accomplish growth. One of the easiest from an operational standpoint is to simply acquire or merge with another company which is inline with Ansoff's market or product development strategy. The exact nature of the strategy is dependent upon the character of the businesses being acquired or merged with. Mergers and acquisitions (M&A) provide companies with an instant expanded market and a new product or product line as well as, potentially, a completely new industry. If the M&A target is a company that focuses on a different market or market segment this would be a strategy based on market development because the primary company would be moving into what is, in effect, according to Ansoff, a new market."

Sample of Sources Used:

• Lowson, R. H. (2002). Strategic Operations Management: The New Competitive Advantage. New York: Routledge.
• Miller, J. J. (2003). Get Your wonder drugs: But do you know what it takes to produce them?. National Review, 55.
• Moore, N. Y., Baldwin, L. H., Camm, F., & Cook, C. R. (2002). Implementing Best Purchasing and Supply Management Practices : Lessons from Innovative Commercial Firms. Santa Monica, CA: Rand.
• Pfizer Annual Report (2005). Pfizer Corporate Website. http://www.pfizer.com/ pfizer/ annualreport/ 2005/annual/review2005.pdf [Viewed: 31/03/2007]
• Proctor, T. (2000). Strategic Marketing: An Introduction. London: Routledge.

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