Report About Coming into A FRESH Market Of Astrazeneca Business Essay

This is a written report about entering a fresh market of AstraZeneca which is one of the world's ideal pharmaceutical processing companies. Being an international manager of the company, this article evidently shows the marketing plan of the company.

1. 0 Advantages of AstraZeneca pharmaceuticals

AstraZeneca pharmaceutical is a swiftly leading growing company that has branches in several countries. The corporation was created on 6 Apr 1999 through the merger of Astra Stomach of Sweden and Zeneca Group PLC of the UK - two companies with similar science-based ethnicities and a distributed vision of the pharmaceutical industry. It is a company completely focused on single purpose, to enable the individuals life changing condition to reside in better lives. It has a collection of products for major diseases like cancer tumor, cardiovascular, gastrointestinal, infections, neuroscience, respiratory and irritation. The motto of the company is to create a significant difference to patient throughout great drugs that bring do good to for patients and add value for stakeholders and population.

Product market characteristics

AstraZeneca is an innovative motivated biopharmaceutical global business that provides their products in more than 100 countries. In lots of countries, it companies the merchandise while also export products to countries where they don't have manufacturing procedures. With desire to to be success, AstraZeneca is rolling out flexible marketing ways of market and distributes its products in local areas of emerging market. The company focuses the skills and resources in six important areas of healthcare. It discovers, builds up, manufactures and trading markets prescription pharmaceutical on the areas such as cardiovascular, cancer, disease, gastrointestinal, respiratory and irritation. AstraZeneca is providing medicines for these world's serious diseases.

Now per day, folks of every country is experiencing different type of infection. The death count in growing country scheduled to inflectional diseases is also increasing anticipated to insufficient appropriate medicine. There's a high demand of antibiotic medicine throughout the world in developing countries as well as in developed countries.

Performance of AstraZeneca

The performance at AstraZeneca is committed to achieve the financial and tactical objectives at the same time as maintaining the core prices as the number one priority in counting to bring the best products to market all around the globe. Research and Development is a key competitive advantage for this company. Without R&D AstraZeneca could not have become the global leading biopharmaceutical company. The income of the company in 2009 2009 was increased by 7% as well as new emerging market segments businesses grew highly by 12% earnings in constant money time. There was upgraded in efficiency throughout the organization and some extra benefits within other income. Although company earnings growth is slowing down due to ongoing pressure on healthcare costs and rates as well as vast competition from universal medications, the demand for health care will derive the business future growth stay strong. (AstraZeneca Total annual report 2009)

2. 0 International marketing planning

According to McDonald, marketing planning is "a organized way of discovering a variety of options for the business, of making them explicit on paper, of formulating marketing targets which are constant with the company's overall goals and of scheduling and priced at out the precise activities probably to effect a result of the accomplishment of the goals. "(L S Walsh, International Marketing, third model)

2. 1 Internal and Exterior environment

Internal or micro environment

The micro-environment consists of stakeholder groups a company has regular dealings with. The way these connections develop make a difference the costs, quality and overall success of your business. The factors of micro environment includes:


AstraZeneca is determined by the foundation of meeting certain requirements, needs and providing benefits because of their customers. Inability to meet that requires will lead to a failed business strategy.


Utilizing the right personnel in a right place and keeping these personnel motivated is an essential area of the strategic planning procedure for a AstraZeneca. Training and development performs an vital role particular in every sector marketing in-order to receive a competitive border. The success is due to the 62, 000 people they make use of in their businesses.


It is the responsibility of the AstraZeneca to meet up with the expectation of Shareholder and notion. This company is trying its better to accomplish its strategy so that they can make shareholders happy plus they can meet shareholder'sexpectation.


When working with the marketing environment it's important for a firm to become proactive. By doing so, they can create the types of environment that they can prosper in and can become more efficient by marketing in areas with the best customer potential. It's important to place equal emphasis on both macro and microenvironment and react accordingly to changes within them.

External or macro environment

There are numerous factors in the macro-environment that will impact the decisions of the professionals of any organisation. Tax changes, new laws and regulations, trade obstacles, demographic change and federal policy changes are examples of macro change. We can use Infestation model to analyses these change.

The PEST evaluation examines changes available on the market caused by Political, Economic, Community, Technological factors. Political is political change whether through europe or the UK, from one party to another in charge. Economic influences will be the level of rates of interest and the level of inflation. Sociable change will involve changing attitudes and life styles. Technological change creates opportunities to invest in new products slicing costs.

Political factors

The federal can have a significant strain on the eating dinner out industry, as all laws and regulations are passed all the way through parliament. The types of laws and regulations that can impact the eating dinner out industry are, tariffs on imports, a possible raise in value added duty and latest health insurance and safety laws, and also you have the possible benefits of laws from the European Union. So government laws and legalities have a in a straight line impact on just how AstraZeneca operates. THE UK doesn't have a written constitution. The equivalent body of laws is based on statute, common regulation, and "traditional privileges. " Changes will come about formally through new functions of Parliament, informally through the approval of new techniques and consumption, or by judicial precedents. UK remains the best international financial sector but was damaged by the recent financial crisis.

In consequence of growing awareness of the environmental outcomes, U. K Federal is planning actions to ensure aviation shows its environmental influences. Proposals are emerging for a tax on aviation, gasoline and VAT on air tickets. Government's taxation plans and decision about the increase in the petrol prices have damaged the buying vitality of the individuals in U. K.

All of these have a growth in costs so prices may go up to be able to pass the expenses onto the buyer.

Economical factors

UK is a developed countries with the world's 6th largest economy because of it nominal GDP. It was the world's first industrialised countries.

P. Mathias, The First Industrial Country: the Economic History of Britain, 1700-1914 (London: Routledge, 2nd edn. , 2001)

The UK is a developed country and has a partly regulated free market economy. It is the sixth largest current economic climate on earth by its GDP but credited to recession worldwide it economies remains relatively low. , the overall economy experienced shrunk by 4. 9%, making the 2008-2009 downturn the longest since data initiated. ( BBC Information 30-03-2010)

UK governments have moved from supporting processing and centered on the financial sector. Gross Local Product (GDP) has decreased by the (second revision) amount of 0. 2 % in the 3rd 1 / 4 of 2009, following a loss of 0. 6 % in the next quarter, regarding to office for countrywide reports. Unemployment rate has also been increased.

Social factors

Social factors includes the demographic changes, styles in the manner people live, work and think and ethnic areas of the macro environment. Due to immigration from different countries, there is certainly mix culture and religious beliefs in the country. Most people are surviving in high standard level.

Technological factors

The UK has enjoyed a essential role in the progression of technology. There exists sophisticated transport as well as communication system. Since it is a developed country, there are lots of colleges and universities in the country. Many students from overseas also come to study in UK for better education. Technology can reduce costs, improve quality and business lead to creativity. These developments can benefit consumers as well as the organisations providing the products

2. 2 SWOT Factors

SWOT factors refer to the power, weaknesses, opportunity and dangers of the company.

The main talents of AstraZeneca are its brands. It has a capacity to deliver the probable of productive and future products throughout the power and reach of a cooperative global sales and marketing resources. It offers a broad extend class coverage in key remedy part such as cardiovascular and respiratory system diseases due to complementary characteristics of product. It really is determined on consistently developing services to expectations. Since it is a global industry it is an associate of many organisations all around the globe.

The world inhabitants has double within the last 50 years from three billion to over six billion and is likely to get to nine billion by 2050. In addition, the numbers of folks who can gain access to the utmost criteria of healthcare continue steadily to go up, mainly among older people, who indicate a rising percentage of populations in developed countries and keep on to offering opportunities for the industry to add an expanding number of patients who may take an advantage from drugs.

Currently, the risk of new viable competition in the global industry is not very substantial. The primary rivals of the company are GlaxoSmithKline plc, Merck & Co. Inc, Novartis AG. The threat of substitutes, however, is a very real threat. THE UNITED KINGDOM, and especially London, has been a prime target of the religious fundamentalists and terrorist clothing. London and other metropolitan areas in the UK have been frequently under high alert since9/11 in general and following the conflict in Iraq in particular.

Although all organisations have advantages and weaknesses no company is evenly strong in all areas. The strength and weakness can be improved over a period so that it must be strongly monitored.

2. 3 Marketing goals and objectives

The main aims of the business is usually to be the world's largest pharmaceuticals company and build a significant difference to patient completely great medicines that bring do good to for patients and add value for stakeholders and world. Boosting attempts to source improvement from beyond your company and employed in partnerships across all aspects of R&D to broaden the bottom for successful.

2. 4 Market analysis

Now each day, people of every country is suffering from different type of infection. The death rate in producing country credited to inflectional diseases is also increasing due to lack of appropriate remedies. The demand for healthcare is more in every country so the company's future is bright and development remains strong. Human population are increasing and folks are living longer. There is a high demand of antibiotic medication round the world in producing countries as well as in developed countries. Although the corporation has its market in different countries, there are more countries where the corporation can gain its market. So, I've a goal to provide drugs for inflectional diseases in new market. Merrem/Meronem (meropenen) can be an ultra broad range injectable antibiotic for a wide variety of serious microbe infections, including meningitis and pneumonia.

To meet up with the goals of the company even though it has its market in more than 100 countries, as an international supervisor of the company I'd like to enter other new market. So, to begin with I am going to research the business enterprise environment of the united states. I've chosen four countries Singapore, Bangladesh, Sri lanka and New Zealand. By doing Infestations analysis of these countries I would choose the best one for my new market.



Political factors

Economical factors

Socio cultural factors

Technological factors

Demographic factors


Political condition is secure as there may be parliament republic, British legislations is accepted

Highly developed and free market current economic climate and GDP rate is also higher than other developed countries.

Mix of culture and education is the key instrument

Excellent transport, communication system

Population is significantly less than other three contries, total area is 756950sqkm


political condition is not steady,

Poor economic condition scheduled to recession

Different types of languages and religions, health standard is improving

Modern communication system and advanced highway system

7th highest populace in the world

Sri lanka


Developing country, believed GDP expansion rate is 3. 5%

Various languages and religion, multi ethnic countries

Sophisticated transport& communication services

Population is predicted 20, 238, 000

New Zealand

Free market current economic climate, can be competitive globally

Modern, Successful and high standard of living

Rich in culture, different religious

Excellent scientific factors services

Population is 43677000.

Source: Wikipedia of most countries

According to Infestation analysis, I found New Zealand and Singapore are the strong country than Bangladesh and Sri lanka in every aspect. Among these two countries I am going to choose New Zealand for new market for my product.

New Zealand is one of the prosperous and high living standard countries. Politics environment is stable so there is absolutely no difficulty for the survive of businesses. Since 99% of men and women are informed they know about their health insurance and they demand for better professional medical. The average life span is 80 years, as people live much longer they suffer from different diseases. Today, different kinds of diseases are multiply around the globe and the local climate is also becoming most detrimental anticipated to global warming. We don't know what will happen where so we have to be attention from any forth arriving disaster. That's the reason there is a high demand for antibiotic medications in every country. This company has market in over 100 countries we are preparing to get the marketplace of other countries as well. So, I will New Zealand to create my product Merrem/Meronem (meropenen) which fights against different types of inflectional diseases.

3. 0 Market Admittance Strategy

There will vary methods of joining an international market which are associated with different methods, different amounts of risk or costs. Enlargement of business into international market can be carried out through following mechanisms that happen to be discussed below.


Joint Endeavor (franchising, licensing)

Foreign Direct Investment

Export: It is a normal and well established method of market access to foreign marketplaces. This technique is less costly as we don't have to set up new company in other market but have to find distributor for my product.

Joint venture: In this kind the two or more companies in various countries agree to perform the business and share the income and endure the deficits. Nowadays this method is famous as there is certainly low risk and burden is divided. Joint venture can be done in two ways: licensing and franchising.

Licensing: It really is an array of agreements associated with the sales or leasing of commercial or commercial experience by one get together to other in results for valuable things to consider.

Franchising: it is a form of licensing by which the franchiser provides a standard enclose of device or ingredients together through management and marketing services. The franchisee provides capital, market knowledge and personal participation.

Foreign Direct Investment: It's the direct possession of facilities in the targeted country. It's the 100%investment in that country. It could be done by acquisition of existing company in the targeted country.

3. 1 Advantages and disadvantages of market entry methods





Less expensive, minimize investment, efficiency as there may be speed entry.

Limits usage of local information and market, vehicles cost may be high, threat of exchange rate of currency

joint venture

Low risk, less investment required, overcomes ownership and ethnic distances

Conflict between two get-togethers, differences in civilizations and management styles

Foreign direct investment

Greater knowledge of the market, 100% control, provides company totally protection

Higher risk than other methods, insufficient managerial skills as well as, expensive,

As shown above, each strategy has its own advantages and disadvantages; the decision of the strategy depends on company willingness to accept risk and cases for control come back. Although exporting method is easy way for entering into a new market with low priced and risks but the company gets a minimal return and also have a less control over the marketing activities in exporting markets. ( Viktor Tielmann, Market Access Strategies: International Marketing Management)

I am going to choose a jv method for going into a fresh market. As I'm going in international market, for me, it is much easier to find a partner from that country because he/she is familiar with the business environment of that country. For the expansion of your business in New Zealand, we have planned to go there and visit Pharmaceutical contemporary society which is the professional association of pharmacy practice.

4. 0 Implementing marketing plan

Marketing planning is an essential process ensuring that described strategy may be successfully put in place and that the infrastructure required to meet the corporate and business and marketing targets are occur a location. Planning provides specific guidelines, activities and timetables and creates pathways to achieving competitive advantages. The marketing planning usually will involve 4P's which were discussed below:





Product: My product for a fresh market is Merrem/Meronem (meropenen) which battles against different types of inflectional diseases.

Price: Were providing affordable charges for our product which can be find the money for by every level of people for the reason that country.

Place: There are many pharmaceuticals in various elements of that country therefore i have planned to get arrangement with some of the pharmaceuticals and distribute drugs to them.

Promotion: I've planned give ad in local reports paper and tv as well as distribute leaflets to get market for my product.


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