Pfizer - Marketing Case Study

Essay by itstanleyUniversity, Bachelor'sA-, December 2003

download word file, 22 pages 4.2


The objective of this portfolio is to analyze whether Pfizer Inc. is a market leader of producing ethical products in the pharmaceutical industry in Hong Kong. To achieve this objective, Pfizer needs to enlarge and rectify their marketing communications, (such as, adjust their promotional tools, differentiate their products...etc).


Pfizer Inc. is established since 1849 by Charles Pfizer and Charles Earhart and up till now, it has 150 countries using their pharmaceutical products. The headquarters is located in New York, NY(USA) and the research & development location in England, Japan, France and USA respectively. 120,000 employees in world-wide. Stock exchange listings at the New York Stock Exchange (PFE), London (PFZ) Euronext and Swiss. In 2002, the revenues is up to USD$32.4 billions. Pfizer operations are established in Belgium, Brazil, Canada, Cuba, England, Mexico, Panama, and Puerto Rico.

The variety of their pharmaceutical products is large which covers cardiovascular diseases, central nervous system diseases, genito-urinary system diseases, upper and lower respiratory system diseases.......etc.

Hank McKinnell, Ph.D., Pfizer's Chairman of the Board and Chief Executive Officer leading a pharmaceutical company with $32.4 Billion revenues in 2002 and the Resources & Development budget in 2003 is $7.1 Billion. Pfizer Inc. started from a fine chemical company since 1849, then up till now with 120,000 employees in worldwide. Merger and acquisition allowed for rapid growth and international expansion as more than 150 countries use their product brought into Hank's vision.

Pfizer Inc., discovers, develops, manufacturers, and markets leading prescription medicine for humans and animals and many of the world's best-known consumer brands. Our innovative, value-added products improve the quality of life of people around the world and help them enjoy longer, healthier, and more productive lives. The company has three business segments: health care, animal health and consumer health...