Pfizer's Marketing Strategy

Paper Summary:

This paper presents a proposal for a marketing strategy for the Pfizer pharmaceutical company that examines the competitive environment of the pharmaceutical industry within the context of Porter's five forces model and utilizes Merck as an illustrative competitor. The proposal explores whether Pfizer's marketing strategy is adequate for the present global environment and what possible strategic adjustments it could take to better position itself in the market. The proposal concludes with the inclusion of the academic base for the final research project.

Outline:
Background
Project Rationale
Reporting & Presentation
Timing
Proposal

From the Paper:

"The need for the information related to this project arose because of the competitive nature of the pharmaceutical industry and Pfizer's need to remain market relevant. The organization and its executive management intend to leverage this information and data to result in a competitive advantage over the company's primary rivals in the industry. Although this research project focuses on a single company, Pfizer, and a primary competitor, Merck, its intent is to illustrate the importance and long-term necessity of developing evolutionary marketing strategies within a competitively restrictive environment."

Sample of Sources Used:

• Elliott, M. T., & Speck, P. S. 1998. Consumer perceptions of advertising clutter and its impact across various media. Journal of Advertising Research, 38(1), 29.
• Honeycutt, D., Ford, J. B., & Simintiras, A. C. 2003. Sales Management: A Global Perspective. London: Routledge.
• Macias, W., & Lewis, L. S. 2003. A Content Analysis Of Direct-To-Consumer (Dtc) Prescription Drug Web Sites. Journal of Advertising, 32/4, p.43+.
• Maykut, P., & Morehouse, R. 1994. Beginning Qualitative Research: A Philosophic And Practical Guide. London: Falmer Press.
• Michman, R. D., Mazze, E. M., & Greco, A. J. 2003. Lifestyle Marketing: Reaching the New American Consumer. Westport, CT: Praeger.

More papers on Pfizer's Marketing Strategy:

• Analytical Essay # 132702 : "Pfizer Marketing Strategy"
• Research Proposal # 104178 : "Pfizer Marketing Strategy"
• Research Proposal # 102871 : "Pfizer Marketing Strategy"
• Marketing Plan # 133684 : "Pfizer Marketing Strategy"

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