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Analysis of the Business Environment of British Medical Device Industry: Merck Sharp & Dohme Limited (MSD) as the Example Executive summary Pharmaceutical industry is also called pharmaceutical and medicine industry, which is related in drug production for use in prescription management and health services. By definition, this industry comprises ‘establishment engaged in: (1) manufacturing biological and medicinal products; (2) processing botanical drugs and herbs; (3) isolating and purification of active medicinal agents and principals; and synthesis of agents, … to assure uniform and therapeutical, reliable forms for all medication…As per the current Health Service regulations, this boundary sets the demarcation of pharmaceutical industry from food industry and nutrition industry. Market boundary is defined by substitutability and the substitutability prescribed drugs is very low. By doing the PESTE (L) analysis and Porter 5 analysis of the UK pharmaceutical industry where Merck Sharp & Dohme Limited (MSD) is competing, this report intends to provide a more detailed perception of the marketing environment. The results indicate that current competitive advantage of MSD is its upper layer products. In addition, its advantages lie in the strong brand name that reflects superior quality, credibility, and professional treatment method. Although these advantages have been sustained for years, they will not hold out much longer due to increased competition and technology development. As such, new advantages must be built and protected in order to maintain Merck Sharp & Dohme Limited (MSD)’s leadership position in this market segment. The key factors for competitive success that have been identified include technological innovation, customization, customer support, and effective distribution channels. Therefore, if Merck Sharp & Dohme Limited (MSD) wants to maintain its position and further enhance its competitiveness, it will be necessary to focus on these key factors. Therefore, suggestions to MSD’s future development include: on one hand, to increase market share through an augmented value proposition and product offering; on the other hand, to focus on training programmes aiming at better promoting of its products. In this way, MSD’s competitive advantages will be enhanced and its leadership position in the UK market can be maintained. Table of Content 1. Introduction 3 2. Analysis 4 2.1PESTE (L) Analysis for MSD 4  Political 5  Economic 5  Social-Cultural 6  Technological 6  Ecological 7 2.2Porter Five Forces Analysis for Pharmaceutical Industry 7  Supplier Power 7  Industry Rivalry 7  Threat of Substitution 7  Buyer Power 7  Enter Barriers 7 3. Research Findings 7 3.1Results of PESTE (L) and Porter Five Forces Analysis 7 3.2Competitive Position for MSD 7  Aspects of Superior 7  Key Aspect of Superior for the Company 7 4. Conclusion 7 Appendix 7 学校概况： The Robert Gordon University, 商科排名43，但是这所学校的商科就业率全英第一。所以在商学院导师对论文的要求很高。同时该学校运用JISC Service,可以针对学生所写作的论文在网上以及academic book进行复查，所以论文所引用的Reference要准确的以Harvard Style的格式标记！（具体的要求都在附件里面）论文要求：在CW Brief里面老师可以看到共有两篇论文要求，在这里我请老师帮我完成第二篇论文，同时第二篇论文和第一篇是紧密联系的，在这里我已经把第一篇论文放到附件里面了！第二篇论文要求4000字。