Marketing and Management

Running head: MARKETING AND MANAGEMENT
Marketing and Management
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1MARKETING AND MANAGEMENT
Table of Contents
Introduction................................................................................................................................2
Overview of GlaxoSmithKline..................................................................................................2
Context of the Report.................................................................................................................3
Business Model Idea..................................................................................................................4
Target Segment and Emerging Business Partners.....................................................................5
Unique Selling Proposition (USP) for the Segment and Business Partners...............................6
Marketing Campaign..................................................................................................................7
Changing Social and Ethical Environment in New Zealand......................................................7
Conclusion..................................................................................................................................8
References................................................................................................................................10

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Introduction
As opined by Chernev (2018), the process of globalization and the intensive usage of
different kinds of innovative technologies had significantly changed the nature of the
contemporary business world from that of the earlier times. Zimmerman and Blythe (2017)
are of the viewpoint that the impact of these innovative technologies is not only manifested
within the product portfolio offered by the contemporary firms but also within the cannon of
the business models or business practices used by them as well. More importantly, it is seen
that rather than depending on the traditional products or services which the firms used to
offer in the earlier times, the contemporary firms are taking the help of the recent
technologies to develop the kind of products or services which are not only in synchronicity
with the demands or the requirements of the customers but also cost effective as well (Baker
& Saren, 2016). In this regard, mention needs to be made of the initiative of the
pharmaceutical firms for the manufacture of drugs, extracted from cannabis and other similar
ingredients which are not only likely to cost effective but at the same time beneficial for the
users as well (Fitzcharles & Eisenberg, 2018). In addition to this, rather than depending on
the traditional ‘brick and mortar’ model of business, the contemporary firms are increasingly
resorting to the usage of the kind of business model which are in conjunction with their
strategic goals or objectives (Bagozzi et al., 2018). The purpose of this marketing
management report is to suggest GlaxoSmithKline the manner in which it can effectively
utilize the emerging cannabis medical industry to attain a higher level of growth.
Overview of GlaxoSmithKline
GlaxoSmithKline plc (GSK), founded in 2000, is a leading British multinational
pharmaceutical firm which specializes in the manufacture as well as sale of different kinds of
pharmaceutical medicinal drugs (Gsk.com, 2019). The firm was founded on the basis of the

3MARKETING AND MANAGEMENT
merger of the two firms, SmithKline Beecham and Glaxo Wellcome and is presently the 6th
largest pharmaceutical firm of the world in terms of the net revenue generated by it
(Gsk.com, 2019). More importantly, the net revenue generated by the concerned firm for the
year 2018 was more than £30.821 billion and some of the top selling products of the firm are
Advair, Avodart, Flovent, Augmentin, Lovaza and Lamictal (Gsk.com, 2019). Moreover, the
concerned firm is reputed as the first one to successful develop cost effective vaccines for
malaria, RTS,S, and others (Gsk.com, 2019). In addition to this, it is seen that the firm under
discussion here spends billions of pounds every year for the purpose of undertaking different
kinds of research and development activities (Gsk.com, 2019). The firm is also known for its
philanthropic and corporate social responsibility (CSR) activities like advocacy for LGBT
rights, Human Rights Campaign (2014), offering support to Bill and Melinda Gates
Foundation and others (Gsk.com, 2019).
Context of the Report
GSK spends billions of pounds every year so as to make medicinal drugs which are
not only ethical but at the same time do not take a toll on the mental or the physical health of
the patient. More importantly, the effective pursuit of this policy had enabled the firm under
discussion here to gain a significant amount of years and also to become the largest
pharmaceutical firm of UK. However, presently it is seen that the medicinal cannabis had
disrupted the business market of the pharmaceutical industry and many of the firms are
increasingly resorting to the usage of the same (Caldicott & McBride, 2018). More
importantly, these drugs have proved to be especially useful for the people suffering from
chronic pain and are also easily available at the different drug stores (Chandra, Lata &
ElSohly, 2017). This is likely to adversely affect the business of GSK since the concerned
firm had invested billions of pounds for the manufacture of research intensive