MARKETING ASSIGNMENT

Marketing Assignment

Marketing Assignment

Introduction

One of the international pharmaceutical companies struggling to compete in the pharmaceutical market is AstraZeneca International. Operating in over 100 countries, it can reach sales of $24 billion, with an operating profit of $6.5 billion. This case study explores the company, specifically how it operates under the growing but pressured pharmaceutical industry. It explores the basic structure of AstraZeneca, as well as the key external drivers that impacts upon it. It also explores and discusses how the organization adds value to its products and services. The future strategic directions of the organization are also identified. Suggestions are provided, on how the organization can improve and can rise above the competition.

 

Company Overview

AstraZeneca develops, manufactures, and sells pharmaceuticals to treat disorders in the gastrointestinal, cardiac and vascular, neurological and psychiatric, infection, respiratory, pathological inflammation and oncology areas. The corporate headquarters are in London, United Kingdom, the research and development (R&D) headquarters are in Södertälje. Major R&D centres are located in India, Sweden, the U.K. and the U.S. AstraZeneca has a large R&D centre in Cheshire, U.K.; this centre acts as one of Zeneca's main hubs.

AstraZeneca has laboratories in a large country estate on the east side of the A34 road north of the Monk's Heath crossroads in Cheshire in England. In 2006, following a collaborative relationship begun in 2004[10], AstraZeneca acquired Cambridge Antibody Technology in a deal worth £702 million. Also in 2006 it formed an alliance with Abbott Laboratories in relation to Crestor and TriCor, commencing that year and extending to at least 2009.

In 2007 it reported that it had entered into an alliance with Bristol-Myers Squibb to form a global collaboration to develop and commercialise two investigational drugs (saxagliptin and dapagliflozin) beginning from 2007. Also in 2007 AstraZeneca acquired MedImmune for about $15.2 billion. AstraZeneca consolidated its biologics portfolio in MedImmune and Cambridge Antibody Technology which was rebranded to create a dedicated biologics division known as 'MedImmune'.

Approach

This research is based on the secondary data. The research methodology used is the survey of various activities of pharmaceutical companies, especially AstraZeneca, practices as available online. This research involved studies in detail the news, articles from journals, and online material available on the web. This research also includes different comments of managers in the various pharmaceutical companies of UK. The findings and conclusions are based on the secondary data.

The methodology used for the purpose of this research is based on the secondary data. This research is more or less based on the literature review and the conclusions are drawn on the basis of actual resources listed in the references.

The method of investigation used consists of a theoretical framework of secondary data by reviewing the current position of the photography practices as used in the courtroom presentations. Using secondary data as a basis for conclusion will therefore aim to ensure the reliability and validity of this research by demonstrating how the forensic digital photography will affect the decisions of the pharmaceutical companies during the ...