Marketing Strategy of GlaxoSmithKline (GSK) Business Plan by cee-cee

Marketing Strategy of GlaxoSmithKline (GSK)
An examination of the marketing strategy of GlaxoSmithKline (GSK) with a review of the position of Sensodyne in the toothpaste market.
# 108025 | 2,815 words | 15 sources | APA | 2008 | US

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The paper refers to GlaxoSmithKline (GSK), a pharmaceutical company that employs over 100,000 people in 116 countries, of which more than 15,000 work in research. The paper notes that research and development activity is important for GSK because it forms the basis of innovation. The company's current 92 brands and over 1,000 products have registered a $45,000 million turnover in 2006. The turnover growth rate was 7% compared to 2005.The paper evaluates the company's and its product's position in the industry with specific reference to Sensodyne toothpaste, determines its competitive advantages and weaknesses when compared to its competitors, suggests improvements and the way to implement them.

Situation Analysis
SWOT Analysis
Target Market
Product Strategies
Distribution Strategies
Promotion Mix Strategies
Pricing Strategies

Sample of Sources Used:

  • BBC news (2003), Glaxo Defeated byShareholders,
  • Colgate-Palmolive corporate website:
  • CorporateWatch website:, accessed May 2007.
  • De Kok, A.C. and S.C. Graves (2003), "Supply Chain Management - Design, Cooperation and Operation" , 11th Edition, Elsevier Publications.
  • Dunning, John (1993) "Multinational Enterprises and the Global Economy", Addison and Wesley.

Cite this Business Plan:

APA Format

Marketing Strategy of GlaxoSmithKline (GSK) (2008, September 19) Retrieved April 02, 2023, from

MLA Format

"Marketing Strategy of GlaxoSmithKline (GSK)" 19 September 2008. Web. 02 April. 2023. <>