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Cora Rogers April 29, 2020 MBA-515 Milestone Two: SWOT Analysis

A SWOT analysis is a "process that permits your organization the ability to prepare for difficulties and figure out what new prompts to seek " (SWOT Analysis). A SWOT analysis is a device for vital investigation, "it recognizes an association's inward factors (strengths and weakness) and its outside variables connected to its condition (opportunities and threats); it additionally permits associations to organize factors as far as an anticipated effect, regardless of whether they are positive or negative (SWOT Analysis). The essential target of a SWOT is to enable an association to build up a consciousness of the entirety of the variables engaged with a choice. A SWOT analysis can be utilized in dynamic just as simply checking an association's present state. An effective organization like Pfizer uses the SWOT analysis strategy to assess the status of the organization whether it is concerning the funds, piece of the pie, or the general prosperity to settle on an educated choice. Following the SWOT analysis which explains specific factors that sway Pfizer both inside and remotely inside its business condition. Internal Factors SWOT Analysis A.) Strengths Strengths are characterized as "components of an association that decidedly impacts its turn of events and its serious position. When all is said in done, qualities are viewed as especially critical as they don't describe the opposition" (50MINUTES). The distinguished variables that are a piece of Pfizer's qualities are as per the following:

1.) Market Leader Pfizer is the main and notable pharmaceutical organization with business exercises over the globe. Pfizer has broadened business in more than fifty nations and persistently extends. Being one of the significant plays in the business broadly just as the inside has a gigantic impact on the accomplishment of the organization. For instance, Pfizer has a huge, "internationally conveyed deals power, which has had a lot of achievement in developing its medication deals in developing markets, which represent over 20% of absolute deals today and incorporate nations, for example, Brazil, Russia, India, China, and Turkey" (Pfizer Analysis, 2019). Pfizer's "worldwide tasks empower the organization to profit by changed monetary rises in various locales, regardless of emergencies in others" (Pfizer Company Analysis, 2019). With a setup and solid brand mindfulness, promoting this item to an objective market situated in the districts will be less troublesome on account of the respectable trust and relationship worked through Pfizer. 2.) Research and Development Pfizer contributes quickly to innovative work, "in 2013 12.9% of Pfizer's incomes were utilized to finance the organizations' R&D exercises" (Extended Qualitative Analysis). Pfizer takes a stab at the development and spearheading the business. Pfizer utilizes its first-mover bit of leeway to offer the items to more significant expenses, set up their medication, and skim incomes before contenders follow (Extended Qualitative Analysis). Because of their broad commitment to R&D, it empowers their pharmaceutical items all around the globe. Pfizer is engaged with a wide assortment of research joint efforts and an enormous number of authorizing concurrences with colleges, foundations, and associations all through the world.

Pfizer measures, screens, assesses, tracks, and reports condition, wellbeing, and security execution measurements through a mix of information assortment and check, inward reviews, office self-appraisals, and the board framework surveys that range the site, useful and corporate levels. 3.) Size Pfizer's business size is perceptible through various execution pointers. The all-out deals of the organization came to $49.6 billion out of 2014 and $52.5 billion out of 2017. These insights show that the business is developing, notwithstanding challenges in the business. Additionally, in the long haul, Pfizer's exhibition stays stable. For instance, in any event, during monetary emergencies, the organization keeps its business beneficial by temperance of its global nearness. Developing markets and different created markets bolster the business when monetary emergencies influence different zones. Pfizer has driving pieces of the overall industry in various fragments. In 2015, the firm had a 75.84% portion of the irresistible and respiratory illnesses advertise fragment and a 76.11% portion of the shopper human services and immunizations showcase section. The organization stays one of the world's driving pharmaceutical firms, with driving offers in different market fragments. Pfizer's pieces of the overall industry are high contrasted with those of its rivals. 4.) Diverse Product Pfizer has prescriptions across eleven remedial territories, which help treat and forestall a large number of the most current, basic wellbeing risky conditions. Their item portfolio incorporates both pharmaceutical items and creature wellbeing items. The pharmaceutical items portfolio incorporates twenty-four unique medications most

eminently being: Celebrex, Lipitor, Viagra, and Zoloft. Pfizer likewise serves specialty markets including male pattern baldness medications. B.) Weakness The weakness in a SWOT analysis are connected to "the interior working of an association, however, they, by and large, hurt its turn of events and its serious position. The capacity to recognize the inside shortcoming of an association is crucial as it takes into account the improvement of significant issues and re-direction of work" (50MINUTES). 1.) Reliance on blockbuster drugs One of Pfizer's primary shortcomings is "its solid dependence on the blockbuster portfolio that produces practically 50% of the general deals" (Extended Qualitative Analysis). For instance, "the blockbuster items, for example, Lipitor and Viagra, represented 49% of the incomes of biopharmaceutical items, which thusly created 94% of Pfizer's general incomes in 2012" (Extended Qualitative Analysis). At the point when the patent lapsed in 2011, "Lipitor incomes diminished from US$ 9.6 billion out of 2011 to US$2.3 billion of every 2013" (Extended Qualitative Analysis). The lapse of patent rights impacts Pfizer's items since rivals can make nonexclusive items. 2.) Negative Brand Image Regardless of Pfizer's triumphs, the association faces a developing number of outrages including a portion of its most mainstream drugs. Pfizer has consented to numerous settlements over the charges of illicit showcasing (Drug Manufacturer's History, Products, and Lawsuits). In 2002, "Pfizer paid a $49 million fine

dependent on claims that it cheated the Medicaid program and cheated buyers for Lipitor. Different settlements changed in size — the Neurontin settlement in 2004 expense $430 million, and Detrol is 2011 expense $14.5 million" (Drug Manufacturer's History, Products, and Lawsuits). Pfizer set the precedent for the biggest human services extortion settlement and the biggest criminal fine of any sort with $2.3 billion out of 2009 (Drug Manufacturer's History, Products, and Lawsuits). Because of the various settlements and fines, Pfizer has made a negative picture to the general population and its purchasers which can affect their deals and benefits. 3.) Discontinued Products This prompts an enormous loss of assets and furthermore makes a terrible notoriety for the powerlessness complete research ventures. From May 2012 to February 2013, Pfizer suspended 20 research ventures, the greater part of which were in front of an audience 2 and 3. 4.) Recalls In March 2012, Pfizer reviewed in excess of 650,000 jugs of Advil gel tabs from stores since they had a solid scent. As indicated by Pfizer's agent: "gelatin is an idle fixing in the medication, and over-handling made the pills smell." Recently, terrible scent again constrained Pfizer to review 52,000 jugs of thyroid pill Levoxyl. C.) Opportunities Opportunities are "outside elements that can decidedly impact the serious situation of an association" (50MINUTES). For an enormous player in the pharmaceutical business, Pfizer sees

no open door as excessively little or is left without being misused. A few open doors characterized in the market are as per the following: 1.) Strategic understandings The pharmaceutical business has numerous key concurrences with different organizations which helps support their exploration exercises inside their organization (SWOT Analysis of Pfizer, 2015). Pfizer is one organization that works off of consolidating and utilizing understandings to profit the organization's general status. For instance, in 2016 Pfizer and Medivation, Inc., went into a merger understanding. The understanding expected to "promptly quicken income development and drive generally speaking profit development potential for Pfizer" (Pfizer to Acquire Medivation). Additionally, "Watson Health and Pfizer declare a coordinated effort that will use IBM Watson for Drug Discovery to help quicken Pfizer's examination in immuno-oncology, a way to deal with malignancy treatment that utilizes the body's safe framework to help battle disease" (Our Journey | Pfizer). 2.) Innovation When considering innovative advances in the pharmaceutical business, Pfizer is the main organization. Pfizer has advanced its innovation to make new and imaginative medications to battle various ailments. At Pfizer, "they accept that propelling patient results incorporates improving how and when medicines are conveyed" (Power of Technology and Innovative Science to Advance Patient Care). In 2016, "Pfizer and IBM declared a first-of-its-sort explore joint effort to utilize driving edge remote checking instruments planned for starting a totally

new – and progressively complete – way to deal with how clinicians convey care to patients experiencing Parkinson's malady" (Power of Technology and Innovative Science to Advance Patient Care). Likewise, quality treatment is exceptional and Pfizer obtained "Bamboo Therapeutics, Inc., a biotechnology organization concentrated on creating quality treatments for the potential treatment of patients with certain uncommon neuromuscular conditions and uncommon sicknesses influencing the focal sensory system" (Power of Technology and Innovative Science to Advance Patient Care). Pfizer comprehends that to propel they need to put resources into innovation to improve the association overall. 3.) Increased Demand Right now, we are in times of the Covid-19 pandemic. Pfizer can use this as an opportunity to branch out globally. Developing countries along with countries they are already dealing with are looking for a cure or anything remotely close to maintaining the virus. A cure might not be any closer, but something that can make the death rate lower will be greatly sought out. 4.) Merger Now will be the time for Pfizer to try and buy out smaller companies, so that they have a bigger chance of finding a cure. If Pfizer were to invest in a merger right now, they will have more employees and equipment at their disposal. The more investment in companies and employees the greater the return. D.) Threats

Regardless of the entirety of the positive developments Pfizer has achieved since the organization's origin, there are potential dangers to the proceeded with the accomplishment of the association. A few dangers that Pfizer can confront are as per the following: A.) Competition Pfizer a significant pharmaceutical organization based out of New York yet works on a worldwide level. Be that as leeway, a few enormous medication producers exist inside the market, "however their status as significant contenders lie essentially inside explicit medication markets. Novartis AG, Merck and Co. Inc., Johnson and Johnson, and Bristol-Myers Squibb Co. are among Pfizer's fundamental rivals" (Pfizer's Rivals). Merck and Co. are one of the biggest pharmaceutical organizations on the planet today, it is the "secondgreatest item by income, selling almost $3 billion every year, is Zetia. This cholesterol-bringing down medication contends with Pfizer's Lipitor" (Pfizer's Rivals) B.) Government Standards Government guidelines is serious in the social insurance industry and items. Pfizer grows new items however "a legislature administrative board may not consent to acknowledge that item in their nation (SWOT Analysis of Pfizer). US government guidelines and enactment influence certain parts of the business too. For instance, in the United States, "an expansion in the base discount on marked physician endorsed medicates inside the U.S. Social insurance Legislation will influence the 2013 incomes ex-post by a decrease of US$ 458 million" (Extended Qualitative Analysis).

C.) Cheap Substitutes Name brand drugs are a bit more costly than generics, so when a generic substance hits the market and it does the exact same thing consumers will buy it. Most insurance companies also make it harder for consumers to actually get the name brand products. D.) Economic Downturn The biopharmaceutical business is heterogeneous, which makes any speculation concerning the potential effect of a downturn risky. It's significant along these lines to separate the potential effect of the downturn on various industry players. For instance, the generics business would probably be affected uniquely in contrast to the exploration-based medication industry. A downturn combined with government endeavors to check costs of marked items may really profit the generics business that has been in the doldrums lately. Prioritized List Through the examination of Pfizer, there are numerous qualities to misuse just as shortcomings to moderate. Utilizing an association's quality empowers them to settle on instructed choices that will augment the benefits/benefits just as limit their dangers. Having an extensive examination of the association's shortcomings makes open doors for development and by and large turn of events. Considering Pfizer's prosperity records, the quantity of attributes is esteemed to be unending. To use those qualities, building up its significance to an association is basic. Coming

up next are a portion of the qualities comparative with Pfizer in which empower a lot of accomplishment in its endeavor to acquaint new pharmaceuticals with its item portfolio. Pfizer is esteemed to be relatively revolutionary with the presentation of new pharmaceutical items to improve the everyday lives of shoppers just as reclassify the principles of the business. Pfizer is one of the "world's chief inventive biopharmaceutical organizations, we team up with social insurance suppliers, governments and nearby networks to help and extend access to solid, moderate medicinal services far and wide" (Pfizer…China). In 2016, Pfizer put resources into a biotechnology place in China. The middle speaks to additionally innovative work across China, "Pfizer will work intimately with Chinese controllers to bring the biosimilar items created at the Pfizer Global Biotechnology Center in Hangzhou to advertise as quickly as time permits" (Pfizer…China). With the respectability set up through high caliber and dependable items/administrations scattered by Pfizer, it has earned the association a solid shopper base. With shopper devotion actualizing another item into its portfolio will most like create positive outcomes. For instance, Pfizer took a page "from shopper item advertising by propelling an unwavering program for Viagra called Value Card" (Pfizer…Viagra, 2004). The Value Card offers "qualified men one free Viagra solution for every six remedies" (Pfizer…Viagra, 2004). For an organization as amazing and colossal as Pfizer, it is basic to address and perhaps dispose of any shortcomings found inside the organization. Regardless of whether those shortcomings are considered to be minor, settling these issues is critical. Being an association, wherein makers items that society vigorously relies upon can have its dangers. Any producer in any industry has an extraordinary chance of encountering item reviews, shockingly, this occasion can bring about irreversible harm. For associations like Pfizer that are entrenched and are

confided in brand, when a review happens can bring about a bothered brand picture. For instance, Pfizer "reviewed certain bunches of the pill Lo/Ovral-38 just as heaps of the nonexclusive adaptation Norgestimate and Ethinyl estradiol tablets. This case follows a bigger review in September 2011 when the maker Qualitest Products, Inc. reviewed eight brands of its contraception pills, totaling 1.4 million bundles. (Pfizer…Contraception Pills). Being depicted as inconsistent or defective can pass on dithering for the purchaser to embrace and expend any new item more explicitly another item with an incredible separation factor. Market Readiness After considering the entirety of the noteworthy variables that are apparent for Pfizer, it is basic for the organization to ceaselessly put resources into advancement and improvement to guarantee their spot at the highest point of the business. Being named as one of the biggest pharmaceutical associations universally empowers an incredible advantage when attempting to utilize another item in the market.

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Pfizer - Drug Manufacturer's History, Products & Lawsuits. (n.d.). Retrieved from https://www.drugwatch.com/manufacturers/pfizer/ Pfizer launches loyalty card for Viagra. (2004). Medical Marketing & Media, (5). 10. Pfizer (PFE) Analysis - Modest Money. (2018). Retrieved from https://www.modestmoney.com/pfizer-pfe-analysis/40506/ Pfizer Company Analysis: Market Share, Strengths, Risks - Panmore Institute. (2015). Retrieved from http://panmore.com/pfizer-company-analysis-overview Pfizer Inc. SWOT Analysis. (2017). Pfizer Inc. SWOT Analysis, 1-10. Pfizer To Acquire Medivation | Pfizer: One of the world's premier biopharmaceutical companies. (n.d.). Retrieved from https://www.pfizer.com/news/press-release/press-releasedetail/pfizer_to_acquire_medivation Pfizer Recalls Birth Control Pills. (2012). Retrieved from https://abcnews.go.com/Health/Wellness/pfizer-recalls-birth-control-pills-cites-packagingerror/story?id=15490045 SWOT Analysis of Pfizer. (2015). Retrieved from http://marketingdawn.com/swot-analysis-ofpfizer/ SWOT Analysis of Pfizer. (2017). Retrieved from http://www.gotabout.info/swot-analysis-pfizer/ SWOT Analysis: What It Is and When to Use It. (n.d.). Retrieved from https://www.businessnewsdaily.com/4245-swot-analysis.html Using the Power of Technology and Innovative Science to Advance Patient Care: Pfizer Annual Review 2016. (n.d.). Retrieved from https://www.pfizer.com/files/investors/financial_reports/annual_reports/2016/using-the-powerof-technology-and-innovative-science-to-advance-patient-care/index.html

Who is Pfizer's (PFE) main competitors? (2015). Retrieved from https://www.investopedia.com/ask/answers/052015/who-are-pfizers-pfe-main-competitors.asp...