Bristol Myers Squibb (BMSC)

Paper Summary:

This paper presents an overview of pharmaceutical company, Bristol Myers Squibb (BMSC) and then presents an environmental analysis of the pharmaceutical industry with regards to how BMSC can obtain a competitive edge. The paper presents a strengths, weaknesses, opportunities, and threats (SWOT) analysis of BMSC and discusses BMSC market segmentation. The paper concludes with recommendations for a marketing strategy.

Table of Contents:
BMSC Overview
The Competitive Environment
Pfizer Overview
Competitor Profile Matrix
Industry Rivalry
Environmental Analysis
BMSC SWOT
Strengths
Weaknesses
Opportunities
Threats
BMSC Segmentation
Conclusion and Recommendations
Conclusions
Recommendations
Appendix
Company Background
SWOT Table

From the Paper:

"Pfizer had revenues of more than $52,000 million during 2004 which represented an increase of over 17% from the previous year. Pfizer's profit for 2004 was over $11,000 million which represented a year on year increase of over 300%. Financially Pfizer is a very strong company which markets pharmaceutical and consumer products in both human and animal markets concentrated in 3 segments: pharmaceuticals, consumer healthcare and animal healthcare. While continually investing in research and development, Pfizer is currently benefiting from 3 strong products in the marketplace: Viagra, Zoloft and Lipitor."

Sample of Sources Used:

• Arnold, M. 2004. Pravachol's study backfires but Crestor takes the hit. Medical Marketing & Media, 39(4), p.8.
• Bristol Myers Squibb Company 2005 annual report. 2006. Bristol Myers Squibb Company. http://www.bmsc.com/investors [Viewed: 03-23-2007].
• Carrier, M. A. 2004. Cabining intellectual property through a property paradigm. Duke Law Journal, 54(1), 1+.
• Elliott, C. 2004. Pharma goes to the laundry: Public relations and the business of medical education. The Hastings Center Report, 34(5), 18+.
• Honeycutt, D., Ford, J. B., & Simintiras, A. C. 2003. Sales management: A global perspective. London: Routledge.

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