Pfizer Marketing Plan

Executive Summary: The following marketing plan will focus on how Pfizer, the leading company in the pharmaceutical industry will perform in tough competition conditions. A brief introduction of the field of pharmaceutical will be highlighted along with a short introduction about the company and its history. A market analysis will be performed to study the different factors affecting the pharmaceutical industry as a whole and our company specifically. The market analysis will give us a clear idea about where we stand and the competition present in our market and the market share of each competitor compared to ours. SWOT analysis of the company will give us an indication of the strengths that we should maintain, the opportunities that we need to capture, and the weaknesses or departments that we need to get rid off. A BCG matrix tool will be used to define and allocate our marketing resources that will help us with our marketing plan. Also Micro and Macro environmental analysis will be performed to help us define our objective. Management information systems will be highlighted to follow the progress of our internal and external environment in order to direct us into choosing the right objective. An objective will be set based on the analysis that has been done through studying the market. Easily implemented and cost effective scenarios will be suggested to help us reach our objective. An action plan will be executed using different modules suggested in the different scenarios chosen to achieve the objective at hand. A final result of the action plan will be presented, either with a success or failure of the objective, followed by recommendations to better choose the data at hand or suggesting different ways to achieve the objective.

1.0 Introduction
1.1 General Introduction Pharmaceutical companies are all around the globe. This explains the importance of such an industry. Organic chemistry is the foundation of the