Gsk Parmaceuticals Essay

7705 words - 31 pages

MARKETING RESEARCH1.1 牋牋牋牋About GSKGlaxoSmithKline (GSK) is a world leading research-based pharmaceutical company with a powerful combination of skills and resources that provides a platform for delivering strong growth in today's rapidly changing healthcare environment. GSK's mission is to improve the quality of human life by enabling people to do more, feel better and live longer. Headquartered in the UK and with operations based in the US, the new company is one of the industry leaders, with an estimated 7% of the world's pharmaceutical market's also has leadership in four major therapeutic areas - anti-infectives, central nervous system (CNS), respiratory and ...view middle of the document...

GlaxoSmithKline has developed strategies which focus on a number of key business drivers in order to meet these challenges. The Group is aiming to create the best product pipeline in the industry for the benefit of patients, consumers and society. This includes developing a focused portfolio strategy to support the pipeline and manage the full life cycle of compounds from launch as a prescription medicine through to becoming over-the counter products where appropriate. This strategy includes selective in-licensing and efficient execution of development, commercialisation and the supply chain processes. GlaxoSmithKline's R&D organization measures productivity by the number and innovation of the products it creates, and also by the commercial value of the products and their ability to address the unmet needs of all consumers. This includes patients, healthcare professionals, budget holders and regulators, each with their own perspective on what constitutes a valuable new product. GlaxoSmithKline links research and commercial operations closely in order to maximize the value of the portfolio. As compounds are developed and tested, marketing campaigns and sales efforts are planned. Where appropriate within markets, the Group aims to build strong relationships with patients and consumers as the ultimate users of its medicines. Common approaches to management processes and business functions are used by an internationally diverse and talented management team in order to create and sustain competitive advantage in all markets. GlaxoSmithKline has created extensive programs designed to improve the healthcare of people who have limited access to medicines both in the developed and developing world.The single greatest source of competitive advantage of any organization is its people. The Group's ambition is to make it the place where great people apply their energy and passion to make a difference in the world. Their skills and intellect are key components in the successful implementation of the Group's strategy. The work environment supports an informed, empowered and resilient workforce, in which the Group values and draws on the diverse knowledge, perspectives, experience, and styles of the global community.Global commercial strategyThe Global Commercial Strategy (GCS) organization provides integrated global commercialization and strategic direction within R&D, as well as supporting the development of regional marketing campaigns for products emerging from R&D to maximize portfolio value through the full product life cycle. In addition, data are generated supporting the added value of products through assessments of improvements to the quality of patients' lives and reductions in the overall costs of healthcare from the use of GlaxoSmithKline's products.1.2 牋牋牋牋Key FactsGSK has 82 manufacturing sites in 37 countries with around 35,000 employees. The sites within the GSK manufacturing network : supply products to...

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