Pfizer's Growth Strategy

Paper Summary:

This paper discusses how Pfizer 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 labels Pfizer's sales and marketing division as one of the best in the industry. The paper concludes that because of Pfizer's success with Lipitor, which it markets worldwide, the company should continue to capitalize on this product by creating a generic Lipitor line extension.

Outline:
Overview
Strategy Development
Ansoff's Growth Matrix
Synthesis of Objectives
Growth Strategies
Conclusion

From the Paper:

"For the pharmaceutical industry, the intensity of the competitive forces at play is extremely high because the risks at stake are considerable. These large stakes are due to the nature of the industry where huge sums of money must be spent to simply discover new products, while additional huge sums then must be committed to develop them, seek regulatory approval, and then actively market them (Miller, 2003, para.3). With such huge sums of investment dollars required for almost every product brought to market, the competitive forces surrounding the industry are extreme."

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.

More papers on Pfizer's Growth Strategy:

• Marketing Plan # 103007 : "Marketing at Pfizer"
• Term Paper # 133650 : "Pfizer's Organizational Growth"
• Research Paper # 104168 : "Organizational Growth at Pfizer"

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