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The Global Pharmaceutical Industry - Essay Example
Pages 3 (753 words)
The paper describes the global pharmaceutical industry as dynamic, evolving and characterized by “the highly risky and lengthy R&D process, intense competition for intellectual property, stringent government regulation and powerful purchaser pressures”…
Using PEST-L analysis to prepare for strategic plans in taking advantage of opportnities in the external environment and addressing eminent threats, one understands that the consumers of the pharmaceutical industry are patients who need the drugs and medications to address various health concerns. As the prices of medicines were highly dependent on the amount, level and extent of research and development, consumers have no control nor say on the strategies involving prices. As shown in the chart on one of the branded prescription drugs marketed in the U.S., when compared to other areas around the world, the chart would reveal that the price of Lipitor was highest in the U.S.. Buyer power, is therefore considered restricted and limited as it is highly dependent of the prices dictated by drug manufacturers. In addition, the demographic profile of consumers affect and influence strategies designed by drug manufacturers as these profiles affect the demand and purchase of the products. As disclosed from the case, ageing population significantly affect the stragies designed since consumers from this age range more frequently buy drugs than those from the younger age ranges. Therefore, aside from considering the prices of this drugs to ensure that they could be afforded by the older generation, strategies would also consider the media by which products are advertised and promoted; the availability of substitutes, as emphasized in Porter’s threat of substitutes; and the manner by which these products are distributed and made available to the consumers.