Strategic Marketing

This presentation provides an overview of strategic marketing, including market size and trends, competitor analysis, macro & micro economic forces, customer analysis, stakeholder analysis, and marketing plan. It discusses the importance of strategic marketing in achieving business goals and provides insights into AstraZeneca PLC, a British Swedish biotechnology and pharmaceutical organization. The presentation also includes a SWOT analysis, customer analysis, and references for further reading.

Strategic Marketing

Table of Content
• INTRODUCTION
• Market size and trend data
• Competitor analysis
• Macro & Micro economic
• Customer analysis
• Stakeholder analysis
• Marketing plan
• CONCLUSION
• REFERENCES

INTRODUCTION
Strategic marketing relates to the overall corporate course of
action in order to achieve and transform them into potential
users of goods and services which is offered by company. It is
British Swedish biotechnology as well as pharmaceutical
organisation. The key people of this company are Leif
Johansson and Pascal Soriot.

Market size and trend data
The marketing audit deals with the extensive, structured,
review, assessment and understanding of the specific marketing
framework, its priorities, aims, tactics, concepts for identifying
challenge points and possibilities and recommends an effective
strategy to improve sales efficiency of the company. .
AstraZeneca PLC has been listed on London Stock Exchange
under the constituent of FTSE 100 Index.

Competitor analysis
Competitive marketing and business performance research is
an evaluation of rivals' abilities and limitations. AstraZeneca
has adapted Porters Five forces to identify the competitor
analysis.
• Threat of new entrants
• Bargaining power of suppliers
• Bargaining power of buyers
• Threat of substitute products
• Rivalry among existing competitors

Macro & Micro economic forces
A macro-environment is not the industry or the country but the
conditions in the nation as a whole. Clients, providers,
distributors, rivals and the community are part of the micro
environment. In macro, the AstraZeneca has adapted PESTLE
analysis to analyse the macro economic forces as it affect the
business

Continue…
PESTLE analysis
• Political
• Economic
• Social
• Technological
• Legal
• Environmental

SWOT analysis
Strength
 This organisation is ranked first for the innovation of
products and services.
 They expand large amount of money on research and
development from their competitors.
 Strong financial performance.
Weakness
 AstraZeneca has no proper leadership and management
this is big challenge for them.
 As in the case of Cefotan, it has been hit by the drug
scarcity problem.
 Patents and price disputes have been affected by legal
action.
Opportunities
 AstraZeneca produce and manufacture drugs such as
cancer, gastrointestinal, inflammation and many more.
 Selected organisation has emerging market for the
survival for the long term.
Threat
 Seroquel is threatened by carbon copy imitation medications
in their successful medicine.
 Strict criteria for drug production.

Customer analysis
A customer review is an essential part of a business or
marketing strategy. It defines potential buyers, determines their
needs, and then describes how the product meets those needs. .
In context to AstraZeneca, they analyse the need of customers
to understand their disease and situation then introduce a
product. In this way they can easily identify the needs of
customers in the market.

Continue…
• Who are our customers and potential customers?
• What do customers do with our product?
• Where do customers purchase our product?
• Why do customers select our products?
• Why does a potential customer not purchase our product?

Stakeholder analysis
Stakeholder analysis is a method for the collection and
evaluation of quality data in order to decide the priorities in
which a rule or initiative must be kept into consideration as it is
developed and/or implemented.
• Stakeholder with low power and low interest
• Stakeholders with high interest but low powers
• Stakeholder with high power but low interest
• Stakeholders with high interest and high power

Marketing plan.
Executive summary AstraZeneca is the British Swedish multinational
company which deals with pharmaceutical and
biotechnology. The headquarters of this organisation
is in Cambridge, United Kingdom. It is founded in
1999.
Mission Through scientific discovery they concentrate on restoring
productivity.
Vision They challenge scientific limits to produce drugs that
change lives. All we do is based on our goal. That's why
they bring every day to work.
Objectives Create scientific advancement by working together. By
collaborating alongside the country's biggest researchers,
they hope to promote awareness of diseases and produce
therapies and therapies as well as treatments that change
the future generation.

STP Segmentation: The segmentation is concerned with classifying the competition accordingly
to the criteria into separate sub category. AstraZeneca has divided their segments based
on the diseases such as cardiovascular, neuroscientific, gastrointestinal, oncological,
infectious & breathing.
Targeting: Targeting means aiming for a certain material to the consumer or the
individual. Healthcare professionals, doctors, hospitals offering treatments for above
mentioned diseases as this is targeted by selected organisation.
Positioning: Positioning refers to the good corporate market place. They are liable in six
essential fields of wellness such as cancer, inflammation and the manufacture of
prescription drugs.
SWOT analysis Strength: Works in more than 100 countries and more than 60,000 employees.
Weakness: The discharge of the product influences efficiency.
Opportunities: The biosimiler business is increasingly important.
Threat: Efficient medications are the competition.
Budget
Basis Amount
Resources 10000
Funds 15000
Total 25000
Monitoring and evaluation AstraZeneca has monitored the market for advertising their products in order to increase
profitability and productivity. This help them to produce different types of medicines which
lead to maximize business operation and process.

CONCLUSION
From the above analysis, it is concluded that the measurement of the correct indicators
is perhaps the most critical aspect of a campaign audit. Market audits will often offer a
better analysis of what is efficient, but this requires knowledge of the right
measurements.

REFERENCES
• Pedersen, P.M., Laucella, P., Geurin, A. and Kian, E.,
2020. Strategic sport communication. Human Kinetics
Publishers.
• Yaneva, D., 2020. Importance Of The Marketing
Environment Analysis In The Process Of Strategic
Marketing Decision Making. Economics & Law, 2(2),
pp.24-32.

Thank You..