Strategic Management and Sustainability in Pharmaceutical Industry

Individual Course
Strategic Management
and Sustainability

Table of Contents
INTRODUCTION...........................................................................................................................3
Company Description.............................................................................................................3
Stakeholder Mapping..............................................................................................................4
PESTLE ANALYSIS......................................................................................................................4
PORTER'S FIVE FORCES.............................................................................................................7
Threats for New Entrants........................................................................................................7
Bargaining Power of Buyers..................................................................................................7
Bargaining power of Suppliers...............................................................................................8
Threats of Substitute products................................................................................................8
Rivalry among Existing Competitors.....................................................................................8
SWOT ANALYSIS.........................................................................................................................8
Strength-.................................................................................................................................8
Weakness................................................................................................................................8
Opportunities..........................................................................................................................9
Threats....................................................................................................................................9
INDUSTRY LIFE CYCLE..............................................................................................................9
KEY FINDINGS............................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic management is process of providing direction to Company by developing plans
and policies through which they can achieve its goals and objective. With the help of strategic
management an organisation can gain competitive advantage in Market. The purpose of strategic
management is to achieve a sustainable competition and prepare for the challenges which is
faced in Market. There are different types of strategic management they are Business, operation
and Transformational strategy. By Strategic management, company can think innovative to
accomplish their Vision and Mission. The importance of strategic management is to increase the
profit of business by taking effective decision making. Sustainability refers to conducting
business activity without creating an impact on the environment (Barbosa, Castañeda-Ayarza and
Ferreira, 2020). The Company can improve sustainability by taking a step to work with
sustainably, if they want to improve sustainability in its business activities. The people who can
contribute in making business sustainable are owners, leaders, managers, Human resource
department, employees. For sustainable change, leader must provide training to employees so
that their skills get enhanced and can easily adopt the change. There are various benefits of
sustainability such as it reduces the cost of business, increases reputation and provide
competitive advantage in Market. In this project an evaluation of pharmaceutical industry and its
competitive environment is discussed. There are different frameworks applied on company such
as PESTEL, Porters five forces, strategic group analysis, swot analysis and Industry life cycle.
The Chosen organisation for this report is AstraZeneca.
Company Description
AstraZeneca is a British-Swedish Pharmaceutical company which was founded in 1999
and has headquarter in England. AstraZeneca was formed through the merger of two companies
working in same industry; the aim was to increase the growth. The Two organisations were Astra
AB of Sweden and Zeneca Group PLC of UK.
The Mission of AstraZeneca is to create a difference to patient health by providing
effective medicines. The Value of Company is to put their Patient First and win in situation by
doing right thing (Zingraff-Hamed and et. al, 2020).
Business Strategy of AstraZeneca is to focus on delivering life changing medicines that
contributes in increasing the growth and value among patients and Society. The organisation is

focusing on innovative science and leadership in their three therapy which includes Oncology,
Cardiovascular, Respiratory disease, Renal and Metabolism. AstraZeneca is responding towards
more patient centric, using latest technologies, digital and data and cutting edge science.
In COVID 19 Crisis, Company has committed to help people by sharing scientific
knowledge and developing medicines to prevent from Virus. AstraZeneca also donate nine
million face masks in 49 countries for supporting people. They put their efforts in testing and
trials to find out the new and existing medicines that could prevent from infection. AstraZeneca
has paired up with Oxford university to produce vaccine for Society. They get successful in
producing effective Vaccine by using an adenovirus. The Company has produced a vaccine in
University of Oxford and Vaccitech. To train the immune system two shots are required to fight
with Coronavirus and it is one of the cheapest vaccine. The medicine was 76% effective in
preventing COVID 19 two weeks after second dose. According to AstraZeneca, vaccine is
effective in stopping disease and hospitalization.
Stakeholder Mapping
Stakeholder mapping generally means putting ideas and product of stakeholders on one
map. Stakeholder mapping is helps in developing action plan and understand the engagement
program of different stakeholders in better aspects (Zingraff-Hamed and et. al, 2020). There are
four categories of Stakeholder mapping they are High Interest/ High Influence, Low Interest/
High Influence, High Interest/ Low Influence, Low Interest/ Low Influence. High Interest/ High
Influence are the players which should be managed as they can create an impact on the success
of business. Low Interest/ High Influence is a group who can influence the project, it is important
to make them satisfied and fulfil their needs and requirements. High Interest/ Low Influence
helps in providing feedback related to the issues. Low Interest/ Low Influence, this group have
interest in giving ideas and help in making effective vaccine.
PESTLE ANALYSIS
PESTLE
Analysis
External Factors to
Considered
Factors affected within Industry Importance
to
Organisatio
n
POLITIC  Political Political stability affects the growth of High