Thus, in a sense the industry is at the cross roads having consolidated its position in several respects, but also facing a number of new challenges, as new opportunities open up for the industry. (booz&co, 2009).
AstraZenca, being one of the largest pharmaceutical companies in the world with a global presence, too is affected by the various environmental changes. Additionally, AstraZeneca has been burdened with overcapacity in manufacturing and product development and has been under pressure to downsize and make structural changes (Rosen, 2008). The company has been on a spree of downsizing its jobs and has effected 3,000, job losses at its home country itself. The challenges faced by AstraZeneca also include its slow flow of new products on which it could have further enhanced its growth and also its various attractive patents reaching expiry within the next five years. Additionally, AstraZeneca has been looking for partners and buying out both R and D capabilities as well as expanding its marketing efforts. It collaborates with labs like Palatin Technologies and Arrow Therapeutics in a bid to boost its R and D and hence get more products in the market.
One particular move that AstraZeneca has made is to expand its manufacturing and marketing operations to the emerging markets especially in the Middle East. It has set up manufacturing units in the region as well as initiated its programs of active partnership with local governmental and non-governmental healthcare units.
The current research therefore aims to assess the effectiveness of AstraZeneca’s marketing strategy for the Middle East. For doing this, the first step that the research undertakes is to collect data regarding the adopted strategy of AstraZeneca, its current and future plans for the region. Next, the research includes a critical analysis of the marketing strategy of AstraZeneca with specific reference to the political, social, economic and legal environment of the region. For