Pfizer Marketing Strategy

Paper Summary:

The research examines the competitive environment of the pharmaceutical industry within the context of Porter's five forces model, utilizing Merck as an illustrative competitor. The paper discusses the problem statement that questions 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 paper reveals the methodology to be used and concludes with the inclusion of the academic base for the final research project. The paper explains in an appendix why Pfizer is an excellent target enterprise for this research proposal.

Outline:
Executive Summary
Chapter 1: Background & Overview
Chapter 2: Research Objectives
Chapter 3: Methodology
Chapter 4: Presentation of Findings
Chapter 5: Conclusions & Recommendations
Proposed Time Schedule

From the Paper:

"The pharmaceutical industry, as a sub-set of the medical and healthcare industry is highly competitive in nature. Additionally, it is a capital intensive industry relying heavily on research and development (R&D) without which its major competitors would not, and could not, bring new products to market. Yet, the marketing and distribution of these products is just as critical, if not more critical, than their development because programs must be developed to first create demand in the consumer market and then have the distribution network to deliver the products or products (Honeycutt, Ford & Simintiras, 2003, p.39)."

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.

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