STATEGIC MARKETING PLANNING AND COMMUNICATION Essay

STATEGIC MARKETING PLANNING AND COMMUNICATION - Essay Example environsal Analysis of Pfizer When looking at the challenges for Pfizer, it is important to look at the environment of the entire pharmaceutic industry. In the last few years, this industry has become as competitive as any other. Because of technological advances, the tighter controls that confuse been place on regulatory compliance and volatile investor confidence (Verbigena Consulting, n.d.) the pharmaceutic industry has become in truth competitive. There be many ways to understand how this has happened and its effect on specific companies in the industry. For this write up this researcher has used the PEST (political, economic, social and technological) model. In this model, it is important to identify those issues that are a startle of the environment that makes the pharmaceutic company meet the competition as well as meet the environment head on. In this way, they are able to analyse their competition to make sure that they are doing what is needed. political analysis In looking at the pharmaceutical industry, it has become increasingly competitive because there has been an accent on healthcare all over the piece. People are living longer and they engender to a greater extent access to alternative modalities of healthcare. Also, healthcare has become much expensive to the average consumer which as meant that there necessarily to be reform on all levels. Healthcare is not just an economic burden to an sparing but it is also a social burden. This means that politics come into play when there postulate to be reforms to promote social welfare (In the UK the National Healthcare Service debate over Medicare is unrivalled example). Economic Value The pharmaceutical industry is projected to increase in the future. Since 2003, there have been considerable increases because of high value mergers and acquisitions (Verbigena Consulting, p. 3.). Many analysts have projected that pharmaceutical s tock would increase to 10.5% by 2010 which meant that gross revenue would reach $500 billion. This is not unfathomable because our societies are ones that are dependant on drugs (both over the reverberation and prescription) for many ailments and to fight disease. Although a large majority of sales originate in the US, Japan and EU, 80% of sales are distributed over nine countries US, Japan, France, Germany, UK, Italy, Canada, Brazil and Spain (Verbigena Consulting, p. 3). Sales are expected to increase as people age and healthcare is reformed. Social Value Everyone is concentrating on good health today. There are many articles across the Internet that tell people how to look better, how to lose weight, how to stop aging and more. Because of this, pharmaceutical companies have an area that is always growing. Global epidemics like AIDS or SARS have helped the pharmaceutical companies push for a cure and their search has created an opportunity in the media to follow their progress. T his also means that the pharmaceutical companies have to keep good relations with the media, government and other organizations that can help them keep the world out that they are doing a good job. Technology Technology has improved over the years and acquisition has been one of those improvements. The pharmaceutical companies have to keep up with the technological demands in all of the industries they participate within. Also, these companies have to spend more money on research and development so that their employees will become more innovative in producing their products. Legal The FDA and other legal