Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Harvard Case Study Analysis

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Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Solution and Analysis


Historically, the business's core customers consist of the Original Devices Manufacturers (OEMs), which utilized to sell Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis items withtheir own brand name. Its client circle includes Original Equipment Manufacturers (OEMs), who used to sell Samsung products with their own brand name. He repositioned Samsung as a worldwide brand and informed his divisional supervisors to understand marketing and its importance.

Problem Statement

Samsung's transition from an item based to a marketing company is not going as efficiently as planned.Overcoming the reluctance of divisional supervisors to integrate marketing efficiently is still a significant difficulty. Creating a constant brand identity throughout the entire world and using marketing strategies that finest fits the regional culture is no simple job. The M-net program analysis have been actually handy in determining the high and less prospective development areas, but allocation of resources accordingly is not well received among the managers. There is no agreement among the hierarchy concerning the very best matched future method.
Executive Summary
Situational Analysis

Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Solution efforts for constructing its brand name across the world was started after introducing the "brand-new management initiative" by Chairman Lee in 1993. The objective was to change Samsung from a cheap OEM to a high value-added item company. To make the vision of Samsung a reality, Chairman Lee appointed Yun as a vice chairman in 1997. Yun had a rather clear picture in his mind about how Samsung can change from a low end to a high end item service provider. He understood that improvement can just be done through positioning Samsung as a company providing high-end items and this might only be done through high level of marketing.

In spite of having a clear vision about how to develop Samsung brand name, with a potential assistance of its executives, Yun faced numerous marketing obstacles in early years of its efforts.

One of the marketing difficulties for Yun was the perceptions of executives about the worth of marketing. They considered marketing and selling as exact same tools and thought that quality items do not required marketing for increasing sales. As their focus towards marketing was quite low in their previous company practices, and the present marketing requirement was too much high, the gap was too wider and to fill this gap with incorrect understandings about marketing was rather challenging for Yun.

As mentioned above, marketing focus was extremely low in previous practices, for that reason there were no appropriate marketing budget plans for each of the item on the portfolio. There was no marketing preparation provided for the existing items. In addition to it the product range of the business was increasing with the ripening of brand-new item concepts by the R&D sector of Samsung. Yun had a difficulty to carry out marketing planning and to create marketing spending plans for existing as well as for new products from the very beginning, and this would take a substantial time.

A big shift would be required in current marketing expenses to develop the Samsung brand. This would result in increased marketing expenditures for Samsung and might disturb the administration regarding increased expenses, as they were unwilling to marketing expenses formerly and an abrupt big shiftwould make them disrupt.

Internal Analysis
SWOT Analysis

Samsung strengths depend on its big product portfolio. Samsung has biggest number of patents in the market with total number of 15499 patents given in US( USP). Big amount of R&D costs has actually allowed the company to grow its product portfolio at a higher rate than its competitors. Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help spent about $13.079 billion on its R&D sector in 2016, which is 7.3% of its total incomes.

Another strength of Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis is its ability to develop innovative items at a continuous rate. It significant shows for the innovation and item designing of Samsung is that the business has actually gotten many awards for its development and item design.

Unlike Apple and other competitors, Samsung is concentrated on producing devices which can be quickly integrated with any type of open source Os (OS) and software. This offers Samsung an edge over Apple devices.
Porter's 5 Forces Analysis
Samsung's ability to produce high end items at low expense of production is also among the major strength of Samsung as it makes it possible for the business to catch more market by offering quality products with cost control.

Weak points

Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help weaknesses are hidden in the company's reliance on outsourcing software for its devices due to company's inability in developing software, unlike Sony. Samsung also has low profit margins as compare to Apple due to substantial difference in the costs of Apple and Samsung with a much lower distinction in quality. The diverse focus of the company due to large number of products in its portfolio, lead to the less effective production and make the business not able to charge higher costs like Apple. The company is also ineffective in handling its patents and regularly deals with the issue of patent infraction.


Opportunities for Samsung depend on the growing Smartphone market and the company's effectiveness in the market. It can increase its market share and revenues from cell phone as the company is quite effective in smart phone market. Samsung currently runs in about 80 nations and the company has an opportunity to increase its geographical expansion by moving towards more emerging markets outside Asia. Samsung can move towards acquisitions to acquire patents. It would make it possible for the business to increase its item portfolio with an increase in its wealth.


The vibrant market environment of innovation industry present a severe risk on Samsung's survival and require the company to spend much of its earnings share on R&D in order to make it through in the long run. The marketplace saturation in industrialized countries i.e. saturation of mobile business is also a big risk for the company's development in the presence of strong competitors like Apple.

4 P's of Marketing
Swot Analysis

Samsung offers quality products and has a quite abundant portfolio which caters to different sections. LCD and mobile phones are the most significant products of Samsung, whereas DRAM is also not far behind in contrast of them.

• Laptops.
• Cellphone.
• Air conditioning system.
• Desktop computer.
• Disk drives.
• Washer.
• Fridges.
• Cameras.
• Microwaves.
• Flash memory.


Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis uses both market competitive and market skimming prices methods for its wide variety of products. In competitive pricing it changes the rate according to the competitors in order to acquire benefit, whereas, it utilizes market skimming strategy where the item has an added value and by selling a couple of products it can reach break-even.


It has among the very best supply chain networks, with retail suppliers, their own sole suppliers, E commerce channels like Amazon and so on. All its products are timely provided to the selling place/ provided to the consumers straight in case of online order.

Vrio Analysis
It wasn't a well-known company beyond Korea up until 1993. However the management initiative taken by their CEO has actually pushed them to market more efficiently outside the borders and now it has entered the league of leading 25 business worldwide in simply 9 years. This is an amazing achievement despite the continuous arguments among the supervisors about embracing marketing practices. It utilizes both offline & online channels of promo to market their products. Paid product advertisements, social promo and digital ads are utilizes to produce awareness about Samsung items.

Worth Chain Analysis.

It's an analytical framework for identifying business activities that include value or competitive advantage for the company.

Inbound Logistics.

For its inbound logistics it owns numerous logistics firms as it subsidiaries. It looks after its providers and develops a harmonious relationship with them and even lowered their payment cycles to enhance this relationship further which adds worth to their chain network.


Samsung's core competency is its mass manufacturing it produces 90% of its items in-house. Divided into 3 various departments its operations are specifically IT & Mobile Communications, Gadget Solutions and Customer Electronic Devices. It is preserving operation centers worldwide to further include worth to its value chain network.

Outbound Logistics.

Its outbound logistics system efficiency is among the primary reasons Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis has the ability to compete with Apple. Samsung's own Electronic Logitec system plays a significant role in the outgoing logistics operations. It even performs the jobs of collection of payment, settling insurance claims, etc. on behalf of Samsung.

Marketing and Sales.

Bring in target client attention towards the product is done through marketing and sales to communicate with them the value and competitive advantage the product offers. Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help marketing budget is continually growing given that they started their rearranging globally and will continue to do so as they are continuously aiming to expand and invest in high prospective development markets. The budget plan is spent on occasions, print and media ads, public relations and so on.

Samsung Service. Samsung put their consumers on top and continually strive to provide unmatchable customer service requirements. As after sales service is becoming exceptionally essential to keep customers pleased and engaged, they even perform surveys through 3rd parties to discover their client's feedback and implement it in the positive way to decrease or if possible entirely remove their customer issues. By adding a direct support line to contact them 24 hours they have even more increased the included worth of Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis service.


Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Solution has diversified market segmentation, based upon its provision of large range of products to large number of consumers. Samsung target customer sectors can be divided into 3 classifications i.e. Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Solution IT and Mobile Communications, Samsung Consumer Electronics and Samsung Device options.


Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help geographical segmentation is based upon two criteria i.e. area and density. Samsung serves about 80 countries worldwide with its items offered to Urban as well as Backwoods of the nation. The Samsung is also growing its international presence and the business's flexibility in finding its plants motivates worldwide expansion of Samsung.


The market division of Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help is based upon gender, age, life-cycle phase and occupation. Samsung produces products that can be used by both females and males. The target customers for Samsung IT and mobile communication items have an age variety of 18-65 with bulk at a young or recently married life cycle phase. They are mostly experts, trainees and employees. Apart from it, Samsung Consumer Electronics are targeted to a customer section with an age range of 25-65. They are mainly workers and experts. Nevertheless Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help Device Solutions are targeted at trainees, workers and professionals with an age series of 25-65.


The psychographic division of Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Solution s based upon the social class and the lifestyle of the customer. Samsung target customers on the basis of social class are mainly upper middle, middle and working class customers, as Samsung offer items like cell phones very little less expensive i.e. Motorola as well as very little expensive i.e. Apple. It provides quality products to middle level customers at a somewhat high price than others targeting the very same section.


Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis bulk target consumers have distinct behavioural characteristics. It has customers with an ambitious, fashionable and determined personality with moderate level of loyalty towards the brand. Its customers have some degree of shift towards other prominent brand names i.e. Apple. Most of Samsun consumers desire quality in addition to cost control. Due to the fact that of its moderate prices with an extent of quality, they are attracted towards Samsung.

Quantitative analysis.

Sales of Samsung has increased astonishingly from 16 billion $ in 1997 to 44.6 billion $ in 2002, and the net revenue of.48 billion $ to 5.9 billion $. It has also minimized its debt from 15 billion $ to 4.6 billion $. Digital media is the biggest selling category of Samsung with sales of 13.9 billion $, whereas, Telecommunication and Semiconductors sectors both reached 11 billion $ in sales. Revenues/ sales are increasing however net earnings is not increasing appropriately due to the fact that of the high overhead expense. New expansions and working with's were the primary reason of the increase in the overhead expenses, with china presently not providing any revenue to Samsung, but there is a lot capacity in the current market with 75 % yet to be checked out.

Qualitative analysis.

Yes, this decision is based upon the objective of Kim to target the younger audience and produce a worldwide brand image of the business. Whereas, the core strength of the business is currently manufacturing however long gone are those days when great items were offering themselves. In the current age marketing is very important and business can not succeed without it. Kim has actually already begun to enhance the marketing activities of Samsung and very soon it will turn into one of its core strength like making if not much better.



Samsung operates styles, produces and sell a large portfolio of consumer electronics. It runs in an exceptionally competitive environment and has effectively placed itself as the maker of quality items. The answer is yes.


As, said previously that Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis runs in a highly competitive environment, which means all the business have comparable items. The response for rarity is no.


Due to the nature of the industry, it is extremely simple for rivals to comprehend the functionality of the products and quickly make their own models. Yes, Samsung is only behind IBM in signing up brand-new patents yearly, but the advantage is very short-term in this market.


Chairman Lee has totally turn-around Samsung, from going almost bankrupt during the Asian financial crisis of 1997 to the leading 25 company in the world. Definitely yes there appertains company in the company and the outcomes speak for themselves.

External Ecological Analysis

PESTLE Analysis


Being a multinational brand name spread practically in every nation worldwide, bulk of the environments like U.S.A., Europe, China and so on, are extremely conductive for its operations. However, it deals with some political pressures in less industrialized nations where order scenario is not good. Latin American, African and some Asian nations fall in this classification, where political instability do have an effect on Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Solution operations.


Buying power of consumers is important for companies like Samsung to grow and be successful. Emerging markets like India, middle-eastern countries and so on supply development chances, whereas, due to recession even the clients of industrialized nations suffer badly. It is really important for the business to keep an eye on the ongoing financial circumstance of the country before going into the market.


Multinational business need to deal with various social and cultural issues throughout its operations in a foreign country. Samsung has likewise dealt with lots of concerns but have actually embraced to the local environments of most of the countries exceptionally well. It has actually tailored its items, practices, policies etc. appropriately in order to be successful.


With a yearly expenditure of 2.4 billion dollars in Research study & Advancement, and with constant ingenious product launches, Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis is among the leading ingenious companies of the world. With a clear objective to be ahead of the rest when it concerns technological developments, Samsung has risen to the no 25 of the top successful companies of the world.


Each country has their own laws and policies, being a multinational company Samsung have to strictly follow those laws in their jurisdictions. Failure to do so, will lead to severe legal repercussions. It has to study or hire a regional law professional prior to starting its operations in a particular nation.


With the rising awareness among consumers about the ecological & ethical offenses of companies, Samsung has to guarantee that it follows all the safety guidelines. Environmental damages, ethical misbehaviors are not appropriate and in some countries the repercussions can be really severe. On the other hand it has to do some Corporate Social Duty practices to reveal the locals that it appreciates their environment and individuals.

Porter's Five Forces

Risk of Alternative

Hazard of substitution for Samsung's each item classification is rather substantial. Running in an exceptionally dynamic market lead the company to face a high danger of replacement. Elements for high risk of alternative for Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis Smart device consist of the existence of high number of suppliers and Market saturation in developed nations, which make the cost of switching for customers almost no. Substitution threats for Samsung visual display screen depend on the altering lifestyle of consumers. Clients can switch to viewing visuals in your home towards outdoor activities. Along with it, Samsung printing options items are threatened by the increasing destination of customers towards cloud storage.

Competition Amongst Existing Firms:

The rivaly amongst Samsung and its close competitors is extreme. The significant factor behind this is the technique of market saturation in various number of product categories, requiring Samsung to introduce more ingenious functions in existing products and brand-new ingenious products to keep its growth. Other element for the extreme competition amongst the rivals is the little product differentiation among the items. The popular players in the technology market are rather knowledgeable about the importance of R&D spending for their survival and are facing a race of marketing and R&D spending, to capture the marketplace. The significant rivals for Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help samrtphones consist of Apple, Motorola, LG, Nokia, Huawei, OPPO and so on. High competitors rivalry results in the fluctuating market shares which can be seen in Display F.

Bargaining Power of Suppliers:

Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help has a huge supply chain including about 2700 providers throughout the world.( Samsung Sustainability Report, 2016) Supplier's bargaining power for Samsung is low as Samsung runs economies of scale and its orders are of prospective size and worth. These big orders enable Samsung to negotiate rates with its providers. Nevertheless, due to incapability of Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis to develop its own software application, it has to outsource its software advancement to Google, which becomes a possible supplier of software application for Samsung, resulting in high bargaining power of Google. Although, in most of cases Samsung has a power to negotiate prices, but it supply considerable costs to its suppliers to construct a strong supply chain and to have strong relationships with its suppliers.

Bargaining Power of Buyers:

Negotiating power of buyers for numerous number of item classifications of Samsung is extreme. Among the element causing the intense bargaining power is the schedule of a great deal of rivals in nearly each product category i.e. rivals of Samsung Smartphone, with a really little distinction. The high availability of suppliers of Mobile phones with minimum distinction, make the changing cost for purchasers almost no, thus increasing the bargaining power of purchasers. Market saturation in the majority of the product classifications likewise make the bargaining power of buyers more extreme in for Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Analysis. In spite of igh bargaining power Samsung is quite capable of offering its products at a higher cost than much of its competitors, due to high end quality product and a reasonable brand image.

Threat of New Entrants:

Risk of new entrants for Samsung is quite low. Among the significant element for low threat of brand-new entrants is the high competition in the market. The requirement of big quantity of capital to enter in the marketplace is also one of the possible barrier to entry. Along with it, requirement of huge know-how and research and advancement expenses for survival in the industry likewise make new entrants reluctant to enter in the marketplace. Market saturation is also among the barrier of entry in technology market. High bargaining power of suppliers require the gamers in the market to charge as low rates as possible and this can just be achieved by production performance. Brand-new companies, in majority cases, lack the production effectiveness, for this reason increasing the dangers for entrance in the technology market.

Competitive Analysis

Samsung's high product diversity supplies it differentiation from its rivals. It is among the three top brand names by market share. Unlikely to its close rivals consisting of Sony, Intel and Nokia, who focus majority on a single product classification with Sony concentrating on customer electronics, Nokia on cell phones and Intel on chips, Samsung had a substantial R&D spending on all of its product categories which make it possible for the company to earn possible earnings from sales of nearly all of its products. (See Exhibit) However, due to the large product range the company deals with high variety of rivals.

The company ranks first in 4 product classifications i.e. DRAM Chips, LCD Displays, Big Screen TVs and Microwave ovens, in regards to global market share, amongst 8 various item categories. Samsung was the worldwide leader in making DRAM, SRAM and NAND flash chips. Although, Samsung incomes from chips was less than Intel but its revenues from chips was growing faster than Intel and has grown near to the income levels of Intel, as given in the case Display 2.

In addition to the chips Samsung mobile market was likewise thriving at a high rate than its competitors i.e. Motorola and Nokia. Samsung's cellular phone's sales development was 51% as compare to Motorola with only 4% and Nokia with no sales development. The major reson behind Samsung's high growth despite of greater prices than Nokia and Motorola was the business's high-end quality mobile phone.

Samsung was likewise reaping the benefits from increasing market share of luxury LCDs as given in case Exhibition 3. The major reason, making the business allow to obtain the opportunity is its mass production at low expense. Sony was the most significant rival for Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help in LCD market, however, it had actually also begun joint endeavor with Samsung in 2003 for LCD producing, minimizing the competitors for Samsung.

Porter's Competitive Technique

Low Expense Leadership technique of porter is totally implemented by Samsung the method they attain economies of scale by reinforcing their core proficiencies of manufacturing. Even to the point that their rival SONY chose to form an alliance with them to make for them, due to the fact that they were not able to take on them on low expense. Differentiation is another technique well executed by Samsung by continuous financial investment in the R&D and remaining ahead of the competitors. They constantly bring something new and innovative whether it's a service or an item.


Alternative Solution 1

The Chief Marketing Officer (CMO) of Pfizer And The Distribution Of Pharmaceuticals In Europe In 2009 Case Study Help would create a brand-new brand image by targeting the younger generation of the particular country. As, specifically cellphones of Samsung are incredibly popular amongst the younger market.


1. It is the best method to develop Consumer Lifetime Worth (CLV) by creating a long-lasting relationship with consumers. Develop loyalty through delivering worth and profit for long-lasting, as research has actually revealed it is more affordable to retain current clients than to attract new ones.
2. Another pro of this option is that word of mouth spread quicker among more youthful people and which in turn will bring in brand-new clients for my products.


1. Old consumers who were connected with Samsung prior to might not like this new image the company is attempting to represent.
2 It will incur further expenses to reposition some items and it may not even bring success as the trends alter very rapidly among the younger demographic.

Alternative option 2.

It would be done by organizing training workshops throughout which value of marketing will be taught and numbers will be provided. Marketing environment need to be created internally initially as real marketing starts inside the corporation.


1. Its pro will be that all the marketing technique fans will come out and likewise the opposite ones.


2. Its con can develop a very unhealthy environment in the workplace, as individuals frequently withstand change since they fear it.

Determine the very best option

Option is the finest as it plainly has more pros since when a Customer Lifetime Value is built the business will profit from it till that customer is alive and has buying power. Plus, our target clients are the younger generation which are bound to live longer than the current old age people. Samsung's primary objective is to develop commitment amongst its customers and make them repurchase it from them and even buy their various items.

Application Plan

• Targeting younger generation through social marketing, producing a link with them like Pepsi do with music. And set the expectations achievable and realistic.
• A group including finest marketing and sales experts should be assemble, and both views need to be taken into account before protecting the resources required to implement the plan.
• Thorough interaction of the strategy need to be done as it is very essential for everyone to be on the same page to make it work.
• Jobs and timelines must be build and communicated appropriately to each person responsible.
• The supervisor should utilize a dashboard which shows the progress of all the jobs which have actually been done or about to be done and by whom.
• The supervisor ought to keep an eye on and keep a constant look at the overall and specific performance.
Because any new pattern or policy may come in due to which all the things currently planned have actually to be changed, • Everyone need to be ready to adapt midway. It's much better to have contingency strategies currently prepared.
• At the end of the project the supervisor ought to interact the results and if successful must celebrate with the team.


The M-net program exposed engaging analysis about the low and high development possible locations and how much advertising budget should be designated appropriately. This change the spending plan allotment of different nations and lots of supervisors were dissatisfied and argued however the analysis done by the program was accurate and revealed figures like The United States and Canada and Russia growth prospective warranted a 35% allocation while they were getting 45%. Whereas, China and Europe need to be receiving 42% however were rather offered 31%. It truly assisted to relatively distribute the resources and capture more customers by investing more on advertisements on the high growth capacity regions of the world.

Its continuous financial investment in R&D and ingenious practices have actually propelled them to new heights but for them its' only the start and they want to be among the leading 3 brand names in the world. Their marketing efforts ought to be directed towards younger market amidst the internal arguments about marketing and need to develop Customer Life time Value as it will not just offer them benefits now but will continue to reap it till the client lifetime. As the cost of keeping the customer is much more affordable than drawing in a new one.