Detailed Marketing Plan of SPIMACO ADDWAEIH

Running Head: MARKETING PLAN
MARKETING PLAN
Name of the student
Name of the University
Author’s Note

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Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Organisation Overview..........................................................................................................3
Strategic Audit.......................................................................................................................4
Objectives...............................................................................................................................6
Strategic Options (200)..........................................................................................................7
Tactics....................................................................................................................................9
Control and Measurement....................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................13

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Introduction
A marketing plan is a structured outline of the strategies that help the company in
achieving its short term and long term goals. This report aims at providing a detailed
marketing plan of SPIMACO ADDWAEIH. It includes a background of the company, a brief
analysis of the internal and external factors affecting its functioning and various measures
that can be used in controlling and improving the performance of the company.
Discussion
Organisation Overview
Organisation name: SPIMACO ADDWAEIH
Organisation information:
SPIMACO, Saudi Pharmaceutical Industries and Medical appliances Corporations
was established in the year 1986 and has a fully paid-up share capital of SR 1,200,000,000.
The company deals in manufacturing and developing medical and pharmaceuticals products
and it has also gained ownership in various joint stock companies (Almeman and Al-jedai
2016). The company is expanded across 14 countries with more than 1200 employees.
Specific background
SPIMACO ADDWAEIAH headquartered in Riyadh, Saudi Arabia, is one of the best
ranked companies in the pharmaceutical market of Saudi, which offers antifungal drugs,
antiviral drugs, gastrointestinal drugs, antibiotic drugs, analgesic and anti-rheumatic drugs,
asthma drugs, osteoporosis drugs, medicines for neuropathic pain, antidepressant drugs,
cardiovascular drugs, anti-diabetic drugs and many more. It is the only pharmaceutical
company in the country that is listed and quoted in the stock market of Saudi Arabia, The
Saudi Stock Market. Since its establishment in 1986 the company was clear with its

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expansion plans and has seen a 30% growth in its capital in order to serve and help a larger
number of people in the society (Almeman and Al-jedai 2016).
Strategic Audit
The company has manufactured and marketed more than 250 products in the global
market, which mainly constitute Analgesics, Antibiotics, Anti- diabetics and other similar
products. SPIMACO has its major alliances with Schering-Plough, Lilly, Roche, Bristol-
Myers Squibb and Novartis (Dibrell etal. 2014). The company is ranked 1st in Saudi
pharmaceutical market and it markets its own products, which has seen a growth of 56.9%.
Figure 1: Growth in SPIMACO products.
However, the company has posted a fall in its profit by 32 per cent in the fiscal year
2018 as there was a major drop in the domestic sales of the company and exports to some
nations were also reduced.
SWOT is an effective measure used by various companies in order analyse external and
internal environment of the business in order to determine the major Strengths, Weaknesses,
Opportunities and Threats of the firm (Phadermrod etal. 2019). SPIMACO, an ISO certified

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company has various strengths, weaknesses, opportunities and threats which are analysed as
below:
1. Strengths:
- The only listed pharmaceutical company in Saudi with fully paid up capital of SR
1,200,000,000.
- Diversity in its products, it deals in antibiotics for diseases like Diabetes,
Hypertensive and Anti- Cancer medicines.
- The company has its main focused on the Men health’s business and is expanding
its portfolio in this domain
2. Weaknesses:
- The growth rate of SPIMACO is a bit slow compare to other pharmaceutical
companies. The company was established in the year 1986 and has expanded in
less than 15 other countries as of now.
3. Opportunities:
- Taking a competitive edge by bringing its products on the digital market.
- The company has made attempts to develop an application for a group of
physicians that will prescribe SPIMACO product.
- It uses social media to interact with its consumers directly and make
improvements in their products using these feedbacks and suggestions
consistently.
4. Threats:
- As an international brand, SPIMACO faces a fierce competition from well-
established generic brands such as Tabuk and Jamjoom. This makes the growth of
the brand slow.

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Objectives
SPIMACO, one of the leading pharmaceutical brands aims at attaining loyalty from
its customers. The mission of the company is to provide high quality products to its
customers, also to improve and innovate these products to international standards. It focuses
on strategic alliance and internal development to gain trust of its customers and benefit its
shareholders and employees (Almeman and Al-jedai 2016). Vision of the company is to
become the market leader in pharmaceutical industry where the focus is not only in the local
market but also globally.
Objectives of the company are as follows:
Patient service: Operating in the pharmaceutical industry, SPIMACO understands the needs
of patients and ill- heath individuals and aims at delivering the right medicines to right places
at right time.
Customer Satisfaction: Customer satisfaction is the key to any company’s growth and
success. SPIMACO makes sure that its customer are satisfied. Recently it had also started
interacting with their customers directly on social media to serve them better.
Serving Society: SPIMACO, understands the need of the society and believes that it is the
company’s responsibility to operate in the best interest of the society.
Efficient performance: The company has realises the need of improving the efficiency of its
performance. SPIMACO aims at reducing the cost and commits to continuously invest and
adopt new efficient techniques to improve the productivity of the company.
Team Spirit: The Company realises the requirement of team work in order to grow and
expand and hence, makes sure to have a good team management to carry it activities
effectively.

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Strategic Options (200)
Models and frameworks
Various strategic management models that help an organisation to analyse its
performance and take corrective measures so that it can improve the services provided and
develop innovations in their products are as follows:
1. Balanced scorecard: Dr Robert Kaplan and Dr David Norton created this framework
for better strategic management of the organisations. This framework is takes into
account three major aspects of any organisation. First, objectives, these include the
short term and long term goals of the organisation, second it includes various
measures that are being used in order to achieve the defined objectives, lastly, the
framework considers initiatives, these are those steps or plans that the organisation
make in order to achieve its objective (Boscia and McAfee 2014).
2. Strategic Map: Another important framework used by businesses in order to
communicate its strategic plans to its employees and boards. It is a visual design that
helps in communicating the high level goals and objectives of the company in an easy
structured way (Westwood 2013). It gives a better understanding of the company’s
goals and improves the operations in the company.
3. PESTEL Model: This is one of the very common model used by all organisation
irrespective of their sizes and nature of their work. PESTEL stands for political,
Environmental, Social, Technological, Economical and Legal factors that directly or
indirectly affect the company’s functioning (Pan etal. 2019).
4. Gap Planning: Gap planning is also known as strategic planning gap, it basically
implies where an organisation is now and where it want to be in the coming years.
This framework helps in analysing the gap and bridging it in order to achieve its
objectives and goals.

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Figure 2: Strategic Planning Gap
5. Porter’s 5 Forces: It is an old tradition framework, which determines the various
forces that impact the profitability of the organisation. The five forces include the
threat to new entry in the market, the threat to substitutes available, the bargaining
power of the customers, the power of the supplier and the competitive rivalry among
the firms in the market (Singh 2016).
Figure 3: Porter’s Five Forces
Strategic options to improve competitiveness

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Various strategic options SPIMACO incorporates in order to improve the competitiveness in
the pharmaceuticals industry are as follows:
1. To satisfy its consumers and patients. The company provides its customers the best
quality products so to build a sense of trust and loyalty in them. The company
believes in providing right services at the right time to its patients. Customer
satisfaction is the key to attract more customers and improve profitability and
competitiveness of the company
2. Implementing Digital Measures: With growth in technology, SPIMACO, has
understood the need of Digitalisation and social media in order to gain a competitive
edge in the market (Almeman and Al-jedai 2016). The company has developed an
application for physicians to help them prescribe proper medication to its employees
and use social media to interact with its customers.
3. The company is realising the need of cost reduction and has taken into account
various new technologies that increases the profitability of the company and hence,
reduces the cost of the product. This helps the company to provide similar products at
a lower price to the society therefore, improving the competitiveness.
Tactics
SPIMACO uses 7 Ps of marketing mix to analyse, evaluate and revaluate the activities of
the organisations. As the need of the customers are constantly changing, tracking the
positioning of the company is becoming an essential tool for all the businesses (Grădinaru
etal. 2016). 7 Ps of marketing mix with regards to SPIMACO is as follows:
1. Product: The first thing that the customers look for in a company is the type and
quality of the product that the company provides (Grădinaru etal. 2016). SPIMACO
has a portfolio with diversified products of premium quality that satisfies its

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customers or patients. The company is mainly focusing on the Men Health’s
Businesses and has launched various products that has a huge figure print in the
pharmaceutical market.
2. Price: Second P in the marketing mix is price. An organisation should study the
market carefully before deciding the price of the product (Grădinaru etal. 2016).
SPIMACO has its main focus on reducing per unit cost of its product by
implementing new technologies. This helps the company in keeping the price of its
products reasonable to their customers.
3. Promotion: Promotional strategy is an important step taken by any organisation in
order to communicate with the targeted customers about their products and services.
An effective promotion can attract a large pool of customers to the company
(Grădinaru etal. 2016). SPIMACO has developed applications for physicians and
patients. The company is also promoting its products online to reach large group of
customers.
4. Place: This refers to the area or market where the products or services of the company
are to be sold (Grădinaru etal. 2016). SPIMACO has expanded its business in almost
14 countries in the world and is one of the most competitive organisation globally.
5. Packaging: The fifth element of the marketing mix is packaging. A perfect packaging
includes the name of the product, information about the product, its price and
necessary dates. The packaging should be visually attractive and proper so as to avoid
leakage or breakage (Grădinaru etal. 2016). SPIMACO products have a strong
packaging that is not disturbed during transportation.
6. Positioning: Positioning in the market is directly influenced by the positioning of the
brand in the minds of its customers. SPIMACO has a good positioning in the global

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market. However, the company face faces a fierce competition from Tabuk and
Jamjoom.
7. People: The last and the most important P of an organisation is people. Knowing what
the people in the society want is the first step towards the success of an organisation
(Grădinaru etal. 2016). SPIMACO has started encouraging customers to provide
feedbacks on Facebook in order to gain a better understanding of what the demands
are and how the products can be innovated and improved accordingly.
Control and Measurement
Management tools that help in determining the success of marketing plan are as follows:
Financial measures: finance is the back bone of an organisations success and growth. This
measure includes a detailed analysis of the company’s financial statements, major focus is on
the cash flow statement and various ratios that help in identifying the financial condition of
the company.
Resources measures: Resources refer to the raw materials used by the company, its
employees and all the other stakeholders of the organisation (Almeman and Al-jedai 2016).
The company should focus on using good quality resources to manufacture premium quality
products with least damages
Time Based measures: These measures take into account, determining the amount of time
each strategic plan would take to accomplish and ensuring that it is meet with in the decided
time frame.
Conclusion
From the above discussion it can be concluded that SPIMACO being one of the
topped ranked pharmaceutical company needs to make its marketing plan by analysing the

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internal and external factors well. It is also necessary for the organisation to regularly control
and measure its performance. It is essential for the company to make strategic plan and revise
the plan on a regular basis to ensure its position in the competitive global market. Marketing
mix, Balance score card, SWOT analysis are some of the essential tools used in analysing the
performance and accordingly plan to maximise profitability.

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