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Table of proposal target and time scale

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First and foremost, I would like to thank Allah s.w.t for making things easy for me on doing and completing this assignment. Secondly, I would like to thank my family and friends for supporting and helping me accomplishing my task. Without their support and trust, I could have never been able to accomplish this task brilliantly.

Not forgetting my Business Strategy lecturer, Madam Marini Mohamed Azhari for all the help and guidance she had made. If it’s not for my lecturer, I would have never know how to do this task as good as I think I’ve been.

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For all the knowledge she had taught and shared, I would like to say thank you and it has been a great pleasure for me to accomplish this task by using the knowledge I’ve gained from her.

Last but not the very least, a thousand thanks to all the individuals who had involved directly or indirectly in helping me finishing this assignment.

If it’s not for all the mentioned above, this task would have never be done in time. Thank you.


SHM O8-01-1379

Task 1 :
1.1Using information from your own research, conduct an external / environmental audit on the given company. (PFIZER)

In order to do the external audit on PFIZER, I choose to use the SWOT Analysis (Threats and Opportunities) and PEST. As I think it is the most suitable auditors in making a research for PFIZER external situation. SWOT ANALYSIS


Based on Marketing notes books, SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT analysis is a very short analysis and it is very easy to understand. SWOT stands for strength, weaknesses, opportunities and threats. When applying SWOT analysis, as a marketer, we can identify the internal and external factors of our company.

For your information, strength and weaknesses are internal factors which strength could be your specialist marketing expertise, a new innovative or service, location of your business, quality process or procedures or any other aspects of your business that adds value to your product or services, while the weaknesses could be lack of marketing expertise, undifferentiated products or services, location of your business, poor quality good or services or even also the damage reputation.

Opportunities and threats are external factors. An opportunity could be a developing market such as the internet, mergers joint ventures or strategic alliances, moving into new market segments that offer improved profits, a new international market or a market vacated by an ineffective competitors while the threats could be a new competitors in your home market, price war with competitors, a competitors has a new, innovative product or service etc.

Additional information from my understanding, SWOT analysis we can apply it not just into our company, but also to our competitors also. This is because from the strength and weaknesses of our competitors, we can use it as our opportunities to improve on our product and services by giving services that consumers will enjoy and not hesitate to be loyal to our brand. Finally it will brings us to be a leader on this automobile industry.

So, on this task I will explain to you the external audit based on PFIZER.


When it come to threats, it is a factors that can give negative impact toward
our company if our company didn’t take good action. First threats for PFIZER that I had discover is:

1-Exposure to generic drugs:

http://seekingalpha.com/article/295640-generic-drugs-continue-to-challenge-big-pharma With many patents expiring, the population reaching for generic drugs as cheap alternatives to prescription medication, and the proposed regulatory approval for generic versions of biological drugs, Pfizer will face uncertainty in this sector. Until now, generic biological drugs were said to be difficult to copy because organic material is hard to replicate. The government is also in favor of generic drugs as they will help to cut health healthproductse costs. Pfizer will have to take on retailers such as Target, Walmart, or Rite Aid, which already have programs in place, offering lower-priced generic drugs to their customers. In 2011, Pfizer will lose the patent for its most widely sold drug, Lipitor, which will have a huge impact on their sales once generic products enter the market. 2-Global pricing pressure:

http://www.ft.com/cms/s/0/8d1a1842-5649-11df-b835-00144feab49a.html#axzz1dt5ys5bp The increased use of generic drugs as well as the fact that in most countries the government controls the prices of medical products results in Pfizer facing increased pricing pressure. As government agencies have control over Pfizer’s pricing, this could negatively influence their sales and revenue. In addition, the proposed legislation to control prices will most likely affect the company’s business. 3-FDA’s regulatory oversight:

http://www.google.com.my/#pq=pharmaceutical+pricing+pressures&hl=en&cp=21&gs_id=96&xhr=t&q=fda’s+regulatory+oversight&pf=p&sclient=psyab&source=hp&pbx=1&oq=fda’s+regulatory+over&aq=0n&aqi=qn1&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=a943ccc3a173c5a3&biw=1280&bih=737 Regulations not only threaten to interfere with Pfizer’s international business, but are also imminent for its business in the United States. With the FDA having increased regulatory power, Pfizer’s costs are expected to rise as it will become more complicated to get new drugs approved and on the market. These
will negatively affect the revenue. The FDA also has the power to order additional testing if safety concerns arise with the use of a specific drug.

When it comes to opportunities, it is where PFIZER found out new way or strategy to improve their business.

1-Acquisition of Wyeth:

By incorporating Wyeth, Pfizer may be able to expand its coverage of therapeutic conditions, as well as expand its market share. The acquisition will make Pfizer one of the most diverse biopharmaceutical companies; it will greatly enhance its portfolio and will most likely result in a significant growth in emerging markets.

2-Product approval:

http://bizmology.com/2011/06/24/fda-approvals-pfizer%E2%80%99s-rd-pipeline-wins-some-and-loses-some/ In the past, several new products have been approved that will greatly enhance Pfizer’s portfolio. Among these drugs are some for the treatment of Osteoporosis, overactive bladder, and community acquired pneumonia. The company is also awaiting approval for a drug to treat HIV conditions as well as bipolar disorders. Most of these products enable Pfizer to enter medical areas that have not been completely satisfied.

3-Focus on biologics:

http://www.genengnews.com/gen-news-highlights/biomarin-pays-48-5m-for-pfizer-s-biologics-production-plant-in-ireland/81245342/ Biologics are drugs made from proteins of living sources, and is one of the fastest growing markets as it is believed to change the way health products is administered. Pfizer will have the opportunity to develop new drugs, get into this market area and drive revenue growth. Biologics are also said to require shorter development time, which results in using fewer resources than would be
required for common drug research.


As the population begins to shift and more elderly people will be in need of medication, Pfizer has the opportunity to strengthen its position by catering to this specific group of customers.

•SWOT Analysis

Other than SWOT analysis which using Threats and Opportunities to conduct an external audit, PFIZER also can use Ansoff Matrix. PEST analysis is very important where an organization can analyze its external environment before beginning the marketing process. Other than that, ANSOFF MATRIX analysis should be done from time to time as it can help to feed all aspects of planning.

The Ansoff Growth matrix is a tool that helps businesses decides their product and market growth strategy. Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets.

The output from the Ansoff product/market matrix is a series of suggested growth strategies that set the direction for the business strategy

Market penetration

Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets. Based on my research at Pfizer, here the companies try maintaining and increasing the market share of current products – this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling. Pfizer the company that introduces their pharmaceuticals drugs to the entire world including
Malaysian market. In Malaysia, Pfizer always looking abroad on how to compete with the other company that providing same line of pharmaceutical and health products in Malaysia. With emergence of many type of company in Malaysia has brought the Pfizer to the new area of maintaining their market with new strategy.

Pfizer has restructured a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors. Increase usage by existing customers – for example by introducing loyalty schemes A market penetration marketing strategy is very much about “business as usual”. The Pfizer is focusing on markets and products it knows well. It is likely to have good information on competitors and on customer needs. It is unlikely, therefore, that this strategy will require much investment in new market research.

Market development
Market development is the name given to a growth strategy where the business seeks to sell its existing products into new markets. There are many possible ways of approaching this strategy, including: • New geographical markets; for example exporting the product to a new country • New product dimensions or packaging: for example

• New distribution channels
• Different pricing policies to attract different customers or create new market segments

Product development
Product development is the name given to a growth strategy where a business aims to introduce new products into existing markets. This strategy may require the development of new competencies and requires the business to develop modified products which can appeal to existing markets. “We have a leading portfolio of products and medicines that support wellness and prevention, as well as treatment and cures for diseases across a broad range of therapeutic areas; and we have an industry-leading pipeline of promising
new products that have the potential to challenge some of the most feared diseases of our time, like Alzheimer’s disease and cancer.” (http://www.pfizer.com/about/)

Regarding on my previous research on Pfizer, here I can define that Pfizer are using the products development by creating the product and brought that into the existing market. To prove those developments it has been evidence by the purely statement from Pfizer it self where they stated commit to bring into being products and medicines to the existing market penetration which the medicine cure the disease such as Alzhemier and the other cancer disease. The new products and medicines will be produce by specifically product research and research from development in order to maintain the quality control of the products besides it can be located into the market efficiently. As a result, Pfizer Inc has their own research and development pipelines that can be seen in the statement below. “New medicines are developed through a series of controlled trials which assess the safety and efficacy of each new medicine by applying high scientific standards. An experimental medicine is first tested in the laboratory and in animal studies. After this preclinical testing, the medicine can advance to clinical testing” (http://www.pfizer.com/files/research/pipeline/2010_0927/pipeline_2010_0927.pdf) Referring to the statement above, I can assume that, Pfizer is commit to look up on the quality control and they take action to conduct test and make sure the product that they’ll have produce been safe used by the market. It also been proven by the qualified organization. Based on consultingcase101.com, Pfizer Inc will be proved to doing some products development by stated, Pfizer aimed to introduce new medicines for cancer patients since the company only produce one product on the market for cancer treatment which called Crizotinib. Therefore, these declarations show so as to Pfizer Inc is currently conducting product development as their enlargement approach for the company. Diversification

Diversification is the name given to the growth strategy where a business markets new products in new markets. This strategy is divided into two classes that is related and also unrelated diversification. It is when a
business adds or expands its existing product lines or markets. For example, a phone company that adds or expands its wireless products and services by purchasing another wireless company is engaging in related diversification. With a related diversification strategy you have the advantage of understanding the business and of knowing what the industry opportunities and threats are; yet a number of related acquisitions fail to provide the benefits or returns originally predicted. The unrelated diversification it is when a business adds new, or unrelated, product lines or markets. For example, the same phone company might decide to go into the television business or into the radio business. This is unrelated diversification: there is no direct fit with the existing business.

In Pfizer, they are more to the related diversification strategies, whereas their specialty only in pharmaceutical and also biologics and not in the other fields. All the entire their products are basically based on medicine and pharmaceutical drugs. They never used to do other business to be the substitution to the pharmacies thing. It proved when they are only make the relation with the company that only have same field with them for example diverting with BioMarine company and also Wyeth Corporation

http://www.genengnews.com /biomarin-pays-48-5m-for-pfizer-s-biologics-production
1.2Using information from your own research, conduct an internal / environmental audit on the given company. (PFIZER) In order to do the internal audit on PFIZER, I choose to use the SWOT Analysis (Strength and Weaknesses) and BCB growth-Share Matrix. As I think it is the most suitable auditors in making a research for PFIZER internal situation.

Determine an organization’s strong points. This should be from both internal and external customers. Strength is a “resource advantage relative to competitors and the needs of the markets a firm serves or expects to serve”. It is a distinctive competence when it gives the firm a comparative advantage in the marketplace. Strengths arise from the resources and
competencies available to the firm.

Strong credentials:

www.sdi.co.uk/sectors/life-sciences/sub…/translational-medicine.aspx Pfizer has launched some very successful products in the past that are responsible for a large amount of revenue growth. Examples for these blockbusters are the pain management drug Lyrica, which is used to treat conditions like fibromyalgia and other conditions related to neuropathic pain. Also very successful is the prescription drug Chantix, introduced to the prescription smoking cessation market in 2008.

Sales and marketing structure:
Pfizer remains the marketing partner of choice. Primarily in the primary health products niche, Pfizer has commercially outperformed its competitors in-the past 15 years. Particularly impressive and effective is the company’s direct-consumer advertising, making Pfizer especially successful in the U.S. market.

Restructuring the Pharmaceutical Business:

http://findarticles.com/p/articles/mi_m4070/is_218/ai_n26936874/ Pfizer make a CSR for creating relation to reduce costs but retain operational efficiency of the company across divisions and locations, Pfizer restructured the business, focusing on single units to respond faster to customer demands. Units include primary and special health product, established and emerging markets, which allows for better product growth and development as well as marketing efficiency. Other parts of this restructuring process include staff reduction, streamlining of organizational structures, and increased outsourcing. This cost-cutting program proved effective with a cost reduction of about $2.8 billion from 2006-2008. Thus the company is expected to maintain its profitability.

Strategic agreements:

In order to enhance its research and development activities and also to efficiently use resources, Pfizer entered several agreements with other companies, which would also allow the firm to increase market presence. Agreements were made in 2008 with Scil Technology GmbH to gain access to their specific growth factor CD-RAP 20 with Medivation in order to develop and market their Alzheimer’s drug Dimbeon, and with Auxilium Pharmaceuticals to obtain exclusive rights over XIAFLEX, a drug developed to treat Dupuytren’s contracture and Peyronie’s disease. Also in 2008, Pfizer started collaborating with Wuxi Pharma Tech in order to provide in vitro screenings, using compounds manufactured by Wuxi.

Growth Factor:

http://www.pharmaceutical-technology.com/projects/pfizer-bulk-pharmaceutical/ A substance made by the body that functions to regulate cell division and cell survival. (National Cancer Institute 2010). The growth factor CD-RAP is produced in the laboratory and used in biological therapy. Although Pfizer’s major market segment is the U.S., the company is also present in Europe, Asia, Latin America, Canada, and Africa. This diverse business presence makes Pfizer independent from any particular market, and also decreases the risk of losing venue in case of losing demand from a particular segment.



Too focused on blockbusters:
Although Pfizer, as outlined above, has some of the most successful products available on the market, it is risky to become complacent and rely too much on them. Without future mergers and acquisitions, it will become increasingly difficult to grow sales while centering their growth model on their blockbusters.

Loss of revenue:


Connected to the narrow focus on blockbusters does the trend of Pfizer seem to lose revenue growth, particularly in the U.S. In 2008 the U.S. fiscal revenues dropped by 13%. This happened mostly due to the loss of exclusive rights on drugs like Norvasc and Zyrtec/Zyrtec D as well as lower sales of Lipito and Chantix. To offset this weakness, Pfizer should consider introducing new products to ensure steady revenue in the U.S. and other developed markets.

Low return on equity:
Pfizer’s return on equity was low at the end of the fiscal year 2008. Whereas the health sector averaged at 16.1%, Pfizer only got to 14.1%. This could be warning signal that the company is not using shareholder money as efficient as other companies in this industry, which results in low return for shareholders. Pfizer has been involved in numerous litigations, which result in two things: damaged reputation and enormous payouts. To name the two biggest litigations concerned the pain killer Bextra and related off-label promotions, and illegal drug testing on seriously ill children in Nigeria during a meningitis epidemic. The former was settled in 2008by paying $2.3 billion as charges, and the latter involved paying a fine of $75 million in April2009. The other way to analyze the growth of company product we can use the BCG growth-rate share matrix. The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970’s. It is based on the observation that a company’s business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor, hence the name “growth-share”. Market growth serves as a proxy for industry attractiveness, and relative market share serves as a proxy for competitive advantage. The growth-share matrix thus maps the business unit positions within these two important determinants of profitability. BCG
Growth-Share Matrix

This framework assumes that an increase in relative market share will result in an increase in the generation of cash. This assumption often is true because of the experience curve; increased relative market share implies that the firm is moving forward on the experience curve relative to its competitors, thus developing a cost advantage. A second assumption is that a growing market requires investment in assets to increase capacity and therefore results in the consumption of cash. Thus the position of a business on the growth-share matrix provides an indication of its cash generation and its cash consumption. Henderson reasoned that the cash required by rapidly growing business units could be obtained from the firm’s other business units that were at a more mature stage and generating significant cash. By investing to become the market share leader in a rapidly growing market, the business unit could move along the experience curve and develop a cost advantage. From this reasoning, the BCG Growth-Share Matrix was born.

The four categories of BCG Matrix are:
Dogs – Dogs have low market share and a low growth rate and thus neither generate nor consume a large amount of cash. However, dogs are cash traps because of the money tied up in a business that has little potential. Such businesses are candidates for divestiture. (http://www.coursework4you.co.uk/essays-and-dissertations/bcg-growth-sharemarket.php) Dogs often have little future and are big cash drainers on the company as they generate very little cash by virtue of their low market share in a highly low growth market. Consider Pfizer’s Inspra (Gibson 2006). Pfizer launched this drug in 2003 and continues to push money into this problem child, despite anemic sales of roughly $40 million in the $2.7 billion heart-failure market dominated by Toprol-XL (metoprolol). It was thought to gain market share and become a star, and eventually a cash cow when the market growth slowed. But, according to industry’s experts, Inspra is likely to remain a dog, despite any amount of promotion, given its perceived safety issues and a cheaper, more effective spironolactone in the same Pfizer portfolio. Because Pfizer invested heavily in promotion early on
with Inspra, the drug’s earnings potential and positive cash flow is elusive at best. A portfolio analysis of Pfizer’s cardiovascular franchise would suggest redeploying promotional spend on Inspra to up-and-coming stars like Caduet (amlodipine/atorvastatin) or torcetrapib to ensure those drugs reach their sales potential. Question marks – Question marks are growing rapidly and thus consume large amounts of cash, but because they have low market shares they do not generate much cash. The result is a large net cash comsumption. A question mark (also known as a “problem child”) has the potential to gain market share and become a star, and eventually a cash cow when the market growth slows. If the question mark does not succeed in becoming the market leader, then after perhaps years of cash consumption it will degenerate into a dog when the market growth declines. Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share. http://www.medicalnewstoday.com/releases/5666.php

Pfizer Inc said today that it has received approval from the U.S. Food and Drug Administration to market its dual therapy medicine Caduet (amlodipine besylate/atorvastatin calcium) for the simultaneous treatment of high blood pressure and high cholesterol.

Developed by Pfizer, Caduet is the first medicine to treat two different conditions-high blood pressure and high cholesterol-in one pill. These were Pfizer new products where they consume a lot of research and become successful in the pharmaceutical markets. By the way, with the mergence of these not generate real money to Pfizer due to not all the patient used much this medicine, I easy word they the slow market share here and will cost amount of money. They need more research on those market planning before released widely to the outside market even though Pfizer already have the approval from the FDA. So it will be put under question mark section due to successful products but if still not boost up the income vigorously. Stars – Stars generate large amounts of cash because of their strong relative market share, but also consume large amounts of cash because of their high growth rate; therefore the cash in each direction approximately nets out. If a star can maintain its large market share, it will become a cash cow when the
market growth rate declines. The portfolio of a diversified company always should have stars that will become the next cash cows and ensure future cash generation. (http://psbm.org/Ebooks/Strategic%20Innovation%20New%20Game%20Strategies%20for%20Competitive%20Advantage.pdf)

Cash cows – As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate, and thus generate more cash than they consume. Such business units should be “milked”, extracting the profits and investing as little cash as possible. Cash cows provide the cash required to turn question marks into market leaders, to cover the administrative costs of the company, to fund research and development, to service the corporate debt, and to pay dividends to shareholders. Because the cash cow generates a relatively stable cash flow, its value can be determined with reasonable accuracy by calculating the present value of its cash stream using a discounted cash flow analysis.

Under the growth-share matrix model, as an industry matures and its growth rate declines, a business unit will become either a cash cow or a dog, determined soley by whether it had become the market leader during the period of high growth.

1.3Suggest an organizational strategy for PFIZER that could be developed from the above information. Organizational strategy is very important for PFIZER to be implementing in order it can help PFIZER to improve their organization. So, apart from that, PFIZER can develop a strategy based on the weaknesses that I had identified before. One of the weaknesses that need to be recovered is where PFIZER has lower market penetration establishment compared to PFIZER nearest competitors which is Johnson & Johnsons. PFIZER need to produce a product which is can be unknown especially towards Malaysian people. If PFIZER want to increase their sales and expand their business where everyone can have opportunities to own PFIZER, the strategy is, PFIZER need to produce such new health products. Why PFIZER have to limits its target customer when they have big opportunities to target even
more customer not just high income customer but also middle range income customer. Where we can see, it helps on increase the target market for PFIZER and even expends wider coverage in Malaysia. When PFIZER target market were increase, the chance for PFIZER health products sales to be increase might be high. So, from here we can plan an objective for PFIZER which is:

1.To expand the target market of PFIZER in Malaysia and increase the market penetration. 2.To give opportunities to Malaysians people other than upper level income consumer to own PFIZER. 3.To fulfill the demands of Malaysians people.

So from the objective, PFIZER needs to produce new health products which are way cheaper than Johnson & Johnsons health products to fulfill the demand of Malaysia people. So, when the new health products been producing, PFIZER needs to make the launching program for the new PFIZER in Malaysia. So it can be as good news to Malaysians people when they know about the new launching health products by PFIZER where they are affords to own it. In order to launch new health products from PFIZER which is affordable, it is important for PFIZER to identify and evaluate the sources requirement in term of three items that is human resource, material and finance. So a s a conclusion, it is important for PFIZER to implement new strategy using Market Penetration based on their weaknesses so that PFIZER can overcome their weaknesses and become a strength for PFIZER in the future. When the new strategy is successful PFIZER must keep on improving their business and strategy so that they can compete from time to time with their competitors. Once if their strategy is fail, PFIZER must not give up, where they must plan another strategy to keep on improving.

Task 2:
I am NUR FARAH HANA BT AHMAD FAUZI as the from the established consultation company have been assigned to assist PFIZER to explore about the resource requirements to implement a new strategy for PFIZER. 2.0FINDINGS

2.1 Company Profile

Pfizer Inc. is one of the leading research-based healthhealth productse companies in the world. Following its June 2000 takeover of Warner-Lambert Company, Pfizer was structured into four groups: Pfizer Pharmaceuticals Group, Warner-Lambert Consumer Group, Pfizer Animal Health Group, and Pfizer Global Research and Development. Among the prescription drugs marketed by Pfizer Pharmaceuticals with annual revenues exceeding $1 billion are Norvasc, for the treatment of hypertension and angina; Lipitor, a cholesterol reducer; Zoloft, an antidepressant; Zithromax, an oral antibiotic; Diflucan, an antifungal product; and Viagra, the famous treatment for erectile dysfunction. Warner-Lambert Consumer markets a number of leading consumer brands, including such over-the-counter healthhealth productse mainstays as Benadryl, Sudafed, Listerine, Visine, Rolaids, and Ben Gay; in the confectionery area, Trident, Dentyne, Certs, and Halls; Schick and Wilkinson Sword shaving products; and Tetra fish food. Pfizer Animal Health is a world leader in medicines for pets and livestock. On the development side, Pfizer Global R & D spends $4.5 billion a year shepherding candidates through the product pipeline, which at any one time can include more than 130 possible new products. R & D efforts also are aided by the 250 alliances that Pfizer has formed with academia and industry. Pfizer Pharmaceuticals Group structure:

Pfizer was incorporated as a private limited company in Singapore in June 1964. The Malaysian operation began as a branch of the Singapore registered company in December 1964, becoming a fully registered company in June 1978. Today, Pfizer has a strong presence in Malaysia with over 400 colleagues employed in our headquarters in Shah Alam and branches in Penang, Ipoh, Malacca, Kota Bahru, Kuantan, Johor Bahru, Kota Kinabalu, Kuching and Bandar Seri Begawan in Brunei

Pfizer Malaysia Sdn Bhd encompasses the following business unit: •Worldwide Pharmaceuticals Operations: Sales and marketing office which markets a
strong portfolio of pharmaceutical products in arthritis/pain, health productsdiovascular, infectiousdiseases, neurology, oncology, ophthalmology and urology. Our key products include Aromasin, Celebrex, Detrusitol, Diflucan, Lipitor, Neurontin, Norvasc, Viagra, Xalatan, Zithromax and Zoloft. Pfizer approach touches on 4 vital areas of philosophy – TREAT, TEACH, BUILD and SERVE. -TREAT by improving access to medicines and healthhealth productse services -TEACH in order increase patient education and health worker training on health issues and prevention -BUILD and strengthen healthhealth productse organizations and expand their ability to service and patients and communities -SERVE by advocating better healthhealth productse for the underserved and sharing best practices in health health productse delivery. http://www.google.com.my/webhp?hl=en#hl=en&cp=31&gs_id=dy&xhr=t&q=pfizer+malaysia+basic+principal&pq=pfizer+philosophy

The Pfizer products in Malaysia is;


Pfizer are distributing on wider dealer locator in Malaysia all over the state in Malaysia which is in Johor, Kedah, Kelantan, Kuala Lumpur, Labuan, Melaka, Negeri Sembilan, Pahang, Penang, Perak, Sabah, Sarawak, Selangor and Terengganu.

2.2Strategy Implementation
Organizational strategy is very important for Pfizer to be implementing in order it can help Pfizer to improve their organization. So, apart from that, Pfizer can develop a strategy based on the weaknesses that I had identified before. One of the weaknesses that need to be recovered is where Pfizer has an expensive price compared to Pfizer nearest competitors which is Herbalife or the other pharmaceuticals company. Pfizer need to produce a product which is affordable especially towards Malaysian people. If Pfizer want to increase their sales and expand their business where everyone can have opportunities to own Pfizer, the strategy is, Pfizer need to produce such health products. Why Pfizer have to limits its target customer when they
have big opportunities to target even more customer not just high income customer but also middle range income customer. Where we can see, it helps on increase the target market for Pfizer and even expends wider coverage in Malaysia. When Pfizer target market were increase, the chance for Pfizer health products sales to be increase might be high. So, from here we can plan an objective for Pfizer which is:

1.To expand the target market of Pfizer in Malaysia and increase the market penetration. 2.To give opportunities to Malaysians people other than upper level income consumer to own Pfizer. 3.To fulfill the demands of Malaysians people.

So from the objective, Pfizer needs to produce new health products which is way more effectives and cheape than other pharmaceuticals products to fulfill the demand of Malaysia people. So, when the new health products been producing, Pfizer need to make the launching program for the new Pfizer in Malaysia. So it can be as good news to Malaysians people when they know about the new launching health products by Pfizer where they are affords to own it.

In order to launch new health products from Pfizer which is affordable, it is important for Pfizer to identify and evaluate the sources requirement in term of three items that is human resource, material and finance. So a s a conclusion, it is important for Pfizer to implement new strategy based on their weaknesses so that Pfizer can overcome their weaknesses and become a strength for Pfizer in the future. When the new strategy is successful Pfizer must keep on improving their business and strategy so that they can compete from time to time with their competitors. Once if their strategy is fail, Pfizer must not give up, where they must plan another strategy to keep on improving.

2.3Human Resource
According to Answe.com website, they stated that Human Resource is “The people that staff and operate an organization”; as contrasted with the financial and material resources of an organization. Human Resources is also
the organizational function that deals with the people and issues related to people such as compensation, hiring, performance management, and training. A Human Resource is a single person or employee within your organization.” http://humanresources.about.com/od/glossaryh/f/human_resource.htm Based on my understanding, Human resource is referring to how the people managed the organization by handling the stuff. The function of Human resource involves the hiring of stuff, the training given to the stuff, compensation and so on which is related with the stuff on the organization. So, to implement the strategy that I had bring out earlier, we need to collaborate with the Human Resource department to manage the person who will involves on the strategy of launching the new health products of Pfizer which is affordable for the users especially in Malaysia. The person who will involve includes people who is in the company itself and also it involves professionals from outside where it can help to the successful of the launching plan for Pfizer. For the people who is working in Pfizer itself, there are only 67 people who involves in launching the new health products from Pfizer and each of the person have their own responsibilities during the launching program.

President of Pfizer America1
Vice president of Pfizer America1
CEO of Pfizer Malaysia1
Human Resource Executive of Pfizer Malaysia1
Finance Executive of Pfizer Malaysia 1
Marketing Executive of Pfizer Malaysia1
Project manager1
IT Technician3
Security Guard10
Event Crew20
Invited customers50

President of Pfizer America
The role of President of Pfizer America is to launch the new product health products of Pfizer. This is like a tradition when launching a new product the president will be the one who launched it. Vice president of Pfizer America

The vice president of Pfizer America was invited also due to the protocol where when the President of Pfizer America itself launching the new product, the Vice President must be there along the program. CEO of Pfizer Malaysia

CEO of Pfizer Malaysia is another VIP that need to be there as in he will become the spokesperson of the program. Human Resource Executive of Pfizer Malaysia
Responsible to do the hired and interview session for the crew and ambassador. At the same time responsible to give training to them based on their job specification. Finance Executive of Pfizer Malaysia

Finance Executive of Pfizer Malaysia also one of the important person where we need him to the account along the launching program regarding the budget needed. Marketing Executive of Pfizer Malaysia

The marketing manager of Pfizer Malaysia is needed as in he will be the one who plan the program and how to add value of the program and how to attract the people and even press who come to the launching program. Secretary

The secretary will be the one who write the reports of every meeting that been done, the reports of the launching program and write letter to people who involves. Project manager
There will be one project manager only for this program. The project manager will be responsible to monitor the launching of Pfizer new health products from the beginning of the program until the end of the launching program.
He will be the one who will plan the strategy along the launching program and he need to purpose all the planning to the Board of Directors After it has been approve, then he can proceeds to his plan. He will direct the subordinates to perform the work, which is among the crew of the launching program itself. IT Technician

There will be only three IT technician needed along the launching program because there are only the video and slide that need to be control by them. They have to make sure the video and slide are run smoothly on the day of program. Other than that they need to design the t-shirt and decoration for the launching event. Security Guard

When it comes to the big event where includes many VIP from other country, we need to supply the security guard to protect the security of each and every person along the launching program. There will be 10 security guard that will make sure the launching area are save where from 10, 5 security guard will escort the VIP and be their bodyguard along the program while other 5 security, 2 will stay at the main door while other 3 will be stay separated on the ballroom to control the situation along the program. •External Human Resource

Event Crew
Along the event, there will be needed 20 event crew that will be work under the direction of project manager. All 20 event crew will work under one team to make sure the progress along the launching program run smoothly. They will make sure all the equipment are ready. Important things that need to make sure is, the generator, the PA system, the lighting, the sits and table for VIP, PRESS and invited customer, Hall, food and drinks for everyone, stages, the lamp and fans also must be on a good condition and can be used without any problem on the launching ceremony. The event crew will be hired by Human Resource Management. Emcee

There will be one emcee during the launching program. The emcee will be a lady with good personality which she have the knowledge on how to handle the big event like this. She will is being responsible to warm the audience and
prepare them for the speaker and she will make sure to keep the program moving on time. Ambessador

Every big event for launching new health products especially must have their own ambassador who will sit by the new health products and entertain people who see the health products. On this event there will be only 1 or more ambassador needed along the launching ceremony. Press

What a launching program if there if no press who will write the news and spread to the public. From the news wrote or spread by the press, it will help to attract the potential customer of the new health products of Pfizer to purchase it. Therefore, the crew of this launching program will entertain the press as good as possible so that it can encourage them to write only the good thing about the program. Along the launching program there will be 20 press that will be invited to join the program but the amount is uncertain because we will wait for the confirmation of those press. But any budget for food and others will still be focus on 20 people. Invited customers

The customer will be almost 50 lucky people which been selected based on the previous activities made by Pfizer Malaysia. Those customer will be apart of the launching program.

President of Pfizer America1RM70
Vice president of Pfizer America1RM70
CEO of Pfizer Malaysia1RM70
Human Resource Executive of Pfizer Malaysia1RM70
Finance Executive of Pfizer Malaysia 1RM70
Marketing Manager of Pfizer Malaysia1RM70
Project manager1RM50
IT Technician3RM50
Security Guard10RM120 /per day RM1200
Event Crew20RM150/ per dayRM3000
Emcee1RM300/per dayRM300
Ambassador3RM200/per dayRM600
Invited customers50RM60

From the Human Resource Financing, there will be needed a budget for almost RM10050 includes the food for the guest and the salary for the crew who work during the launching event of Pfizer new health products. The food will be bought from a caterer of Hotel Concorde, Kuala Lumpur. It is important to follow the budged so Pfizer will not overuse the budget that has been set. 2.4 Materials

To support the launching program so that it becomes smooth on the day, it is important to identify the materials that needed so that the launching program will become successful. Materials are the items that needed to support the strategy and the launching health products for Pfizer. MATERIALSUNIT/QUANTITY

Laptop (Pfizer office)
Stage (Rent)1
Hall (Rent)10
Generator (Rent)1
PA System (Speaker/Microphone/Amplifier) (Rent)1
LCD Projector (Remote Control) (Rent)1
Large White Screen (Rent)1
VIP Sofa (Rent)5
VIP Coffee Table(Rent)1
Banquet Table (Rent)22
Banquet Chair (Rent)110
Fans (Rent)10
Souvenir 120
Program Booklet150
Mineral Water6 KATON
Short Pants3
Big Reband 1
Scissors 1
Lamps (Rent)3
Laptop will be needed for controlling the LCD Projector. There will need two laptop where one of the laptop will be as a backup for another one for emergency cases. Other than that, laptop will be use base on Pfizer Company itself where it will reduce the cost for launching new health products. EXTERNAL

Stage is needed so that the speech from the President can be done on the stage. Other than that, it will enable the process of Q&A where the press can ask anything during the session. The emcee also can doing her responsibility by being emcee on that stage along the launching program.

Hall in needed for the place for VIP, press and customer to sits along the launching program. There will needed one big hall which for the stage, for the place where VIP sits during the launching event. needed for launch includes VIP, press, and customer,1for the event crew, and table for the place of new health products so that they can go to the Hall and see the new health products of Pfizer themselves. Generator

Generator is important where this is the electricity resource along the launching program where all the materials that need to use electricity are depends on the generator itself. For example, laptop, LCD, fans and lamp. There are only needed 1 generator with high volt.

PA System (Speaker/Microphone/Amplifier)
The PA system that needed along the launching program are only one where it can help to consist the microphone, amplifier and speaker. The PA system are important where emcee are using those tools. Other than that, it also needed during the President giving his speech and during the Q&A session with the media. LCD Projector (Remote Control)/Large White Screen

LCD Projector and Large white screen are needed only . This tools will be use for the presentation of the features of Pfizer new health products, where there will be include the slide show and video. The IT Technician will be responsible with the materials. T-shirt/ Cap

There will be needed 40 cap and t-shirt awhere it will be use by the crew and others such as IT Technician, ambessador, event crew and security guard where there will be extra 3 cloths for emergency during the event. So, all those people who get the t-shirt and cap, they need to wear it along the launching campaign. VIP Sofa/VIP Coffee Table Banquet Table/Banquet Chair

During the day, there will be needed VIP Sofa which is 5 for the President of Pfizer America, Vice President of Pfizer America, CEO of Pfizer Malaysia, Financial Executive of Pfizer Malaysia and Marketing Manager for Pfizer
Malaysia and one VIP Coffee Table needed. There will be also 22 tables and 110bonquest chair for launch after the program.

Fans is important where it will make the audience especially the VIP members feels comfortable as in Malaysia the whether are so hot. So there will be needed 10 fans during the event where 1 of the fans will be put near the VIP, while other 8 fans will be put randomly where everyone will feels the fans. Souvenir

Souvenir will be given to the 50 lucky customers that came and the press which is 80 people where the total people that will be given a souvenir is 80 people. There are extra another 20 souvenir that will be use during the emergency. The purpose of giving souvenirs is to show how Pfizer appreciate them that came to the Pfizer launching program of new health products. Program Booklet

Program booklet are very important during the event where there will be shown the tentative program where it will be distribute to the audience who came to the launching program for Pfizer new health products. Almost 150 booklets that Pfizer will supply to entire pharmacies in Malaysia. Mineral Water

150 bottles of mineral water that needed to be given to the crew and audience that came, especially towards the VIPs person along the launching program day. Big reben/ Scissors
Those two things are important to have during the launching event where the President of Pfizer America will cut the reben using scissors for the launching of Pfizer New Health products. Lamp
As the launching program were doing in the morning, so there will not necessary ro use the lamp, but there are only 3 lamp that needed to make sure the hall that place the new Pfizer health products is always bright and will be take health productse with high quality.

Laptop (Pfizer office)2–
Stage (Rent)1RM3000RM3000
Hall (Rent)1RM3000RM3000
Generator (Rent)1RM4000RM4000
PA System (Speaker/Microphone/Amplifier) (Rent)1RM1500RM1500

LCD Projector (Remote Control) (Rent)1RM1500RM1500
Large White Screen 25ft x 25ft. (Rent)1RM700RM700
VIP Sofa (Rent)5RM200RM1000
VIP Coffee Table(Rent)1RM150RM150
Banquet Table (Rent)22RM30RM660
Banquet Chair (Rent)110RM15RM1650
Fans (Rent)10RM20RM200
Souvenir 120RM10RM1200
Program Booklet150RM7RM1050
Mineral Water6 KATON RM15RM90
Short Pants 3RM55RM165
Big Reband 1RM25RM25
Scissors 1RM7RM7
Lamps (Rent)3RM20RM60

There will be allocated RM22 602 for material purposes. Most of the materials such as stage, Hall, generator, PA system, LCD projector, large white screen, VIP sofa, VIP Coffee Table, banquets table and chair, fans and lamp will be rent. This is because it can save the launching cost compared to if we bough everything, the cost will be high. While the laptop will be use the office laptop where all the documentation and software for the launching purposes already have on the laptop. SONY Center in Ikano, Damansara will be the supplier for LCD Projector includes remote control and the white
screen 25ftx25ft. So the rental payment will be paid at Sony Center. The VIP sofa and coffee table includes the banquets table and chair will be rent from Hotel Concorde Kuala Lumpur, where they already give us cheaper price as in we already ask them to make the food for along the launching program. For the Mineral Water, we will bought it from Spitzer Mineral Water where we need 6 health productston of mineral water where 1 health productston will have 24bottles of 500ml mineral water. So, there will be 144 bottles of mineral water that will be given to the VIP and crew along the launching program. Program booklet will be give to the VIP, press and 50 customer who came on the launching program. It will be color printed for almost 15 pages for a booklet. 1 booklet will cost RM7 and there will be needed almost 150 booklets which made the total cost for booklet is RM1050. For the souvenir, it will be given to the press and customer where RM10 will be use for a souvenir which includes the paper bag, Pfizer Keychain and cupcakes. There will be 120 souvenir that needed so the total cost will be RM1200. T-shirt and cap will be allocate RM35 for t-shirt while RM30 for cap, where it will be be given to the crew and the ambessadors. The t-shirt and cap is using high quality material and it is a limited edition of Pfizer T-shirt and Cap special for the event only. So, that its why the cost a little bit expensive because there will be the Pfizer logo at the back of the t-shirt and in front of the cap. While finally what a launching program without a reben that need to be cut as a symbolic of the launching the new health products of Pfizer. So, RM25 will be allocated for the reben and there will be needed also a scissors RM7 for the launching purposes. So, it is important to follow the budget plan and try to save cost but yet the quality of the materials must be at the first class where this will include VIP from America. So, everything must be perfect, so that Pfizer can maintain their good image.


So, from the total human resource financing and the total of material financing, there will be needed almost RM32 622 for the launching program. But, there will be needed also to concern on the total of overhead cost where 15% from the total cost will be add into the launching program account for emergency purposes or any cost occur during the launching. . This cost cannot be attributed to any specific activity for the launching program, but yet it still necessary to ready the cost for the launching program to function. So, the final total cost to launching the project of launching new product is, RM37’515.30. The Finance executive of Pfizer Malaysia need to take this into consideration as in this is a big event consist the President of Pfizer America itself and it will be the big news for Malaysia citizen. As for the conclusion for evaluating the resource requirements for Pfizer , it is important for Pfizer to stress on the Human Resource, Materials and Finance that will play the most important part on implementing the strategy. But before that, first thing first that Pfizer need to do is by setting an objective so that Pfizer can analyze back whether their strategy can help them to achieve the objective or not. Once the objective has been achieve, its means the strategy that been implement is works out according to plan and become successful. So, based on Human Resource it is important to identify the person who will involves during the launching event and the cost that needed based on each person Then it is also important to identify each and every materials that needed so during the launching ceremony, all the equipment are ready and can be use without any problem. I recommend Pfizer to do the wuality control by checking each and every equipment are in a good condition. Then the cost of the materials also need to be calculate so on the financing part, they will just add up the cost for human resource and material so that Pfizer will get the total cost that needed to launch the launching ceremony. It is important also to calculate the cost overhead so it will be used for the emergency purposes and other expenses that occur during the event. So from there, the strategy can be implementing according to the time scale.

Task 3
1.6 Targets and time scale.

STRAREGYLaunching Ceremony for Pfizer Health Products


To discuss about the launching program for PFIZER new health products. At the same time to select the community to be responsible on a job specification that has been set.

To discuss about the budget for the launching program and the allocation of each money of what purposes.

Will choose the most suitable emcee, ambassador and crew to work during the launching program.

To train emcee, ambassador and crew about their job responsibility during the launching event.

To reach a consensus on
PFIZER limited edition T-shirt and Cap design.

Looking for suppliers who can provide the materials that we need for launching program and the caterer who wills serve the food.

To update the progress for the launching program whether in a good condition and at the same time discuss o any issue regarding the launching program.

To make confirmation that will attends the launching ceremony.

To give briefing on what will happens during the launching event and at the
same time to make sure all the materials can be use and in good condition. Extra check for every, put everything in place for the launching event. FASA1 1.First Meeting :

Select Community

2.Second Meeting: Budget



5.Presentation of Cap and T-shirt design.

6.Meet the renting supplier and the caterer from Concord Hotel.

7.Third Meeting:
Update Progress

8.Confirmation of guest.
(VIP/ press/ lucky customer)

9.Briefing and quality checking.
Board of Director of PFIZER:
•Finance Executive of PFIZER Malaysia
•Human Resource Executive
•Marketing Manager of PFIZER Malaysia

•Finance Executive of PFIZER Malaysia
•Marketing Manager of PFIZER Malaysia
•Project Manager

•Human Resource Executive
•Project Manager

•Human Resource Executive
•Project Manager

•Finance Executive of PFIZER Malaysia
•Marketing Manager of PFIZER Malaysia
•Project Manager
•IT Technician

•Project Manager

Board of Director of PFIZER:
•Finance Executive of PFIZER Malaysia
•Human Resource Executive
•Marketing Manager of PFIZER Malaysia
•Project Manager


•Project Manager
•IT Technician
•Security guard
2January 2012

9 January 2012

11 January 2012
13 January 2012

17 January 2012

19 January 2012

23 January 2012
25 January 2012

27 January 2012

31 January 2012

3 February 2012

1 month 3 days

To make sure
The program run smoothly

To greet audience that came to the launching ceremony.

To thanks everyone who came.

Introduce new health products from PFIZER which is affordable to middle income customer.

To show the new health products of PFIZER, it’s features and specialty.

Give opportunity to press and audience to capture the important moment.

To make sure the audiences know the products are made for them.

To share the good news to Malaysians people about new health products this is affordable by PFIZER.

Give high satisfaction and show the appreciation from PFIZER to the audience who came and be part of the beautiful ceremony.

Hope everyone satisfied and get input of the launching ceremony. FASA 2

•Quality Control

•Opening ceremony
Welcome Greetings

•CEO speech

•Product luncheon

•montage and slide show preview

•Photo shoot session

•Q&A session with customer

•Press Conference

•Buffet is serve includes souvenir

•End program

•Event Crew
•Project Manager



•President of PFIZER America
•Vice President of PFIZER America
•Security guard

•It Technician

•President of PFIZER America
•Vice President of PFIZER America

•Invited Customer
•President of PFIZER America
•Vice President of PFIZER America

•President of PFIZER America
•Vice President of PFIZER America

•President of PFIZER America
•Vice President of PFIZER America
•CEO of PFIZER Malaysia
•Human Resource Executive
•Financial Executive
•Marketing Executive
•Project Manager
•It Technician
•Invited Customers

•President of PFIZER America
•Vice President of PFIZER America
•CEO of PFIZER Malaysia
•Human Resource Executive
•Financial Executive
•Marketing Executive
•Invited Customers

4 February 2012

4 February 2012

4 February 2012

10.am -11.00am
4 February 2012

4 February 2012

4 February 2012

4 February 2012

4 February 2012

4 February 2012

4 February 2012

To discuss back the running of the program and taken to
Arising in the future.

To prevent
damage and
loss, the goods must be returned

To pay all the works that been done well along the launching program. Give satisfaction to them.FASA 3

•Post mortem

•Return renting materials

•Give salary

•Project Manager
•IT Technician
•Security guard

Cite this Table of proposal target and time scale

Table of proposal target and time scale. (2016, Oct 31). Retrieved from https://graduateway.com/table-of-proposal-target-and-time-scale/

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