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Kultur Dokumente
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Plan
DIAGNOSTIC
Market segmentation Targeting and positioning strategy Advertising and salesforce strategy
SOLUTIONS
Structure of the organization Weaknesses of Pfizers pipeline Pfizers options
Positioning strategy
Advertising casing/shells
Pfizer's annual advertising budget is $3 billion -- the fourth-largest in the U.S. as of 2003
Before
Now
Before
Now
Before
Now
38000
ISSUES
Organisational structure Frontal Attacks from Competitors
to
SOLUTIONS
Fortress Defence Strategy Skimming and Harvesting Strategy Product Pipeline and weaknesses
Other options
Other options
Other options
Other options
References:
Barrett, Amy; Pfizers Funk, BusinessWeek, Feb 28,2005, pp72-82 Pfizer Homepage; http://www.pfizer.com/home/
Pfizer wins Viagra patent challenge Monday, August 15, 2011 6:45 PM
http://www.istockanalyst.com/business/news/5359628/pfizerwins-viagra-patent-challenge The problems with today's pharmaceutical businessan outsider's view http://www.nature.com/nbt/journal/v29/n1/full/nbt.1748.html Peter Reed, Strategic Marketing Decision making and planning edition 3