Global operation and competition study of GlaxoSmithKline plc 181 Essay

Global operation and competition study of GlaxoSmithKline plc 181 - Essay Example Having over 99,000 employees, one unique feature of GSK is that fact that it came into existence only in 2000 through the measure of Glaxo Wellcome, SmithKline Beecham plc and SmithKline Beckman Corporation (quote). The table below outlines GSK’s key financials since 2009. There are a number of reasons that the pharmaceutical industry and GlaxoSmithKline were selected very specifically. In the first place, the selection of the pharmaceutical is based on the very favourable growth projections that have been made for the industry from now till 2018. MarketLine (2013) forecasted that by 2018, the industry will have a value of  £646.8699 billion, which is an increase of 26.8% since 2013 (see the figure below). This is an important projection that means that the pharmaceutical industry will be a major drive in global economic expansion. The rationale for selection is therefore based on the global economic hope that this unique industry gives. GlaxoSmithKline plc was on the other hand selected as a leader in the UK pharmaceutical industry to know how prepared the UK industry is to compete to be part of the global growth. Compared to its major competitors, GlaxoSmithKline has not been able to command a leading market capital for the past five years. This is regardless of the fact that compared to key competitors GlaxoSmithKline has a very large employee size. As showed in the table below also, GlaxoSmithKline has a very good gross margin but with the lowest revenue quarterly growth (quote). All these information shows that there are some fundamental causes to the company’s competitive position other than most of the internal factor that come from the everyday management of the organization. The aim of the research is therefore to understand how the external environment of the company impacts on its global operation and competition. The project shall be approached as a qualitative correlational study where GSK shall be compared to its major competitors to find

Case Study Essay Example | Topics and Well Written Essays - 4000 words

Case Study - Essay Example ng on this, Aaker (1992) contends that, brand equity is a combination of assets such as loyalty, awareness, and perceived quality with brand associations. This study focuses on the case study of Snapple as a brand. The paper is subdivided in to four different sections with each section addressing a specific question. The fifth part of the paper however provides the conclusion and recommendation of the study. Positioning products in people’s minds and making them attractive to market segments requires careful formulation of the marketing mix. Getting the right blend of the product, promotion price and distribution is essential to put the carefully carried out analysis into operation. The aim is to portray an image for the product or service that will match with how one wants the product to be visualized in people’s mine. Following Keller (2003) brand equity model, modernity should be reflected in the design, aesthetic, or ergonomic aspects of a brand. Snapple brand should has the same style, features and characteristics that help consumers get value for their money. With these, all products are position and identify under the brand name â€Å"Snapple.† To gain the loyalty of the customers, Snapple’s vision is not necessarily about what others are doing. It’s about bringing to market products that capture the imaginations of consumers and enhance their lives in the process2. It brand features are associated with amateurish approach to marketing, it distribution strategies, and unconventional marketing. The company through its brand extension emphasizes on supprises. Other brand related features that accelerated the development of the brand equity include, the brand natural ingredients, No artificial preservatives or additives, real taste, hot filled processing and upscale packagi ng that conveys quality. Brand elements are the trademarks, logos be it visual or audio and any other methods used by a company to trigger response or feedback from the public.