Analysis of the Business Environment of British Medical Device Industry: Merck Sharp & Dohme Limited (MSD) as the Example
论文作者:51lunwen论文属性:课程作业 Coursework登出时间:2008-06-06编辑:点击率:3184
论文字数:51lunwen论文编号:org200806062223283800语种:英语 English地区:英国价格:$ 33
关键词:AnalysisBusiness EnvironmentBritish Medical Device Industry
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 syn
thesis 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
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