人民大2024战略管理（第13版）案例教师手册 david_sm13e_cn_25.docx

Pfizer-2009CaseNotesPreparedby:Dr.MernoushBantonCaseAuthor：VijayaNarapareddyA. CaSeAbStraCtPfizer,Inc.()isacomprehensivestrategicmanagementcasethatincludesthecompany'scalendarDecember31,2008financialstatements,competitorinformationandmore.Thecasetimesettingistheyear2009.Sufficientinternalandexternaldataareprovidedtoenablestudentstoevaluatecurrentstrategiesandremmendathree-yearstrategicplanforthecompany.HeadquarteredinNewYork,NY:PfizeristradedontheNewYorkStockExchangeundertickersymbolPFE.B. ViSiOnStatementWewillberecognizedformeetingthediversemedicalneedsofpatientsinEmergingMarketsaroundtheworldinaninnovative,sociallyresponsibleandcommerciallyviablemanner.C. MiSSiOnStatement(Actual)WewilldevelopboldandinnovativepartnershipsreachpatientswehaveneverreachedbeforeprovidemedicinesandservicesinanaffordablemannerberecognizedforhavingthebesttalentinhealthcarebecomingaleadingbiopharmaceuticalcompanyinEmergingMarketsMiSSiOnStatement(Proposal)ThemissionofPfizer,Inc.istobetheworld's(3)mostvaluedcompanytopatients,customers,colleagues,investors,andbusinesspartners(1).Wewillprovidesocietywithsuperiorpharmaceuticalproductsandservices(2)bydevelopingtechnologies(4)andsolutionsthatimprovethequalityoflifeandsatisfycustomerneeds(1).Wewillalsoprovideemployeeswithmeaningfulworkandadvancementopportunities(9),andinvestorswithasuperiorrateofreturn(5)whileadheringtothehigheststandardsofethicsandintegrity(6).Wewillstrivetoremainthelargestpharmaceuticalandbiomedicalresearch(7)companyworldwide.Pfizerwillalsocontributetotheenomicstrengthofsocietyandfunctionasagoodcorporatecitizen(8)onalal,state,andnationalbasisinallcountriesinwhichwedobusiness(5).1. Customer2. Productsorservices3. Markets4. Technology5. Concernforsurvival,profitability,growth6. Philosophy7. Self-concept8. Concernforpublicimage9. ConcernforemployeesD. EXternalAUditCPM-CompetitiveProfileMatrixPfizerBayerMerckCriticalSuccessFactorsWeightRatingWeightedScoreRatingWeightedScoreWeightedRatingScorePricecompetitiveness0.1040.4020.2030.30GlobalExpansion0.0740.2820.1430.21OrganizationalStructure0.0430.1210.0420.08EmployeeMorale0.0620.1210.0630.18Technology0.0830.2410.0820.16ProductSafety0.1530.4510.1540.60Customer1.oyalty0.0830.2420.1640.32MarketShare0.0740.2820.1430.21Advertising0.1230.3620.2440.48ProductQualityo.o30.3010.1020.20ProductImage0.0730.2110.0720.14FinancialPosition0.0630.1810.0640.24Total1.003.181.443.12Notetoinstructions:ThismatrixisidenticaltothecasesolutionforMerck&Company,Inc.Opportunities1. Demandfordrugsisrelativelyinelastic2. Worldwidepharmaceuticalsalesntinuetogrowfasterthanmostsegmentsoftheworldeomy3. Advancementsintechnology1.engtheningofaveragelifeexpectancywiththepopulationofthose65andolderexpandingbyabout79percentfrom2002to2025IncreasedincidenceofchronicdiseasesBarrierstoentryarehighDuetoeconomicdowntime,consumptionofcertaindrugshasincreasedThreatsHighlyregulatedindustryasFoodandDrugAdministration(FDA)asksdrugmanufacturerstosuspendsalesofcertainprescriptionmedicinesintheUSIncreasecostinhealthcareandlaborcostSensitivetopatentexpirationStrongcompetitionamongdrugcompaniesDuetoeconomicdowntime,consumersshiftingtowardgenericbrandsAdverseeffectondrugpricesduetothreatofimporteddrugsAssetslocatedoverseasfromglobalmarketsaresubjecttothreatofexpropriationandterrorismMedicaidrequirespharmaciststooffergenericbrandsinsteadofnamebranddrugsiftheyareequallyratedbythegovernmentIncreasedconsumptionofnaturalsupplementsExternalFactorEvaluation(EFE)MatrixKeyExternalFactorsWeightRatingWeightedScoreOpportunities1.Demandfordrugssrelativelyinelastic0.0840.322.WorldwidepharmaceuticalsalesntinuetogrowfasterthanmostsegmentsofIheworldeconomy0.0730.213.Advancementsintechnology0.0530.154.1.engtheningofaveragelifeexpectancywiththepopulationofthose65andolderexpandingbyabout79percentfrom2002to20250.0840.325.Increasedincidenceofchronicdiseases0.0730.216.Barrierstoentryarehigh0.0620.127.Duetoenomicdowntime,consumptionofcertaindrugshasincreased0.0740.28Threats1.HighlyregulatedindustryasFoodandDrugAdministration(FDA)asksdrugmanufacturerstosuspendsalesofcertainprescriptionmedicinesintheUS0.0740282.Increasecostinhealthcareandlaborcost0.0620.123.Sensitivetopatentexpiration0.0730.214.Strongcompetitionamongdrugcompanies0.0620.125.Duetoenomicdowntime,consumersshiftingtowardgenericbrands0.0620.126.Adverseeffectondrugpricesduetothreatofimporteddrugs0.0420.087.Assetslocatedoverseasfromglobalmarketsaresubjecttothreatofexpropriationandterrorism0.0330.098.Medicaidrequirespharmaciststooffergenericbrandsinsteadofnamebranddrugsiftheyareequallyrat