Strategic Management and Sustainability Assessment

Strategic Management and
Sustainability Assessment 2

TABLE OF CONTENTS
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Key business strategies of the company over past five years......................................................1
Resources and capabilities of the company over the last five years............................................3
AstraZeneca implement sustainability evidence science, theories and ways of thinking more
competitive..................................................................................................................................5
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
Strategic management is the process of ongoing planning, monitoring, evaluating and assessing
the entire organisations objectives which helps in achieving the organisational goals. Dynamic
environment require organisations to assess their strategies to success (What is Strategic
Management?. 2021). Sustainable assessment is the process of planning and decision making
which help in achieving sustainable development. It is most comprehensive tool which is used
frequently by all the environmental consultants of the company. This report focuses upon case
study of AstraZeneca which is the world’s largest pharmaceutical company founded in 1999 with
the merger of the Swedish Astra AB and the British Zeneca group. Its headquarters are in
Cambridge, England and UK (AstraZeneca Pharma India Ltd.. 2021). In this report discussion
about key business strategies used by the company for the development and growth and
resources and capabilities used by the company in the last five years and way how company
implement its environmental sustainability in its organisation.
MAIN BODY
Key business strategies of the company over past five years.
Key business strategies of the AstraZeneca is to innovate science and their entrepreneurial
culture that focus on life changing delivery medicines that contribute value to the patients and
society and fuelling growth. Their focus is on innovative science and leadership in three main
areas: Cardiovascular, Respiratory diseases, Oncology, Metabolism and Renal (Moseley III,
2017). With the changing environment in the world where burden of diseases are increasing
company is focusing on growth with innovation being more patient centric with doing more with
technology, digital and data.
With the use BCG matrix which helps to plan long term strategies and know the areas
where to invest, discontinue or develop the products company also differentiate its products
which are in the developing stage, some product are new in the market and want to gain the
market share and some are at the maturity stage who value is decline in the market. With the use
of matrix its product are divided into four categories star, cash cow, dog and question marks. Its
drugs like Braviton and Zodial has low market share and growth which reach to its declining
stage where company has to divest these drugs from the market (Kitsios and Kamariotou, 2019).
Company has to invest more in their drugs Dorian and Pentrix where it is achieving high in the
market and have high growth. Company has to reinvest in his drugs like Bendac, Eviron and
1

Lotran because they have low growth but high market share. Its drugs like longal, Xantax and
Energan has high market growth but low market share in this company loses its money since
company is growing rapidly it has ability to turn this in the stars in a high growth market.
Because of this pandemic, every company is suffering a lot; AstraZeneca is also faced loss in
some of its drugs and also increases its share in many of its existing drugs and introduced its new
drugs having in demand where new diseases are spreading a lot.
Companies strategies can also analysed with the use Michael Porters generic and
intensive growth strategies. This framework focuses on three main strategies- cost leadership,
differentiation and focus. AstraZeneca is a multinational firm having high recognition in the
market segment (Rehman, and Anwar, 2019). Having a pharmaceutical company competition is
getting high because of the pandemic. Company also uses these three strategies to gain the
market share and growth. Customer base expansion and sales growth strategies are based on
these three generic streams. Company adopted a combination of these three strategies to handle
competitive pressure. AstraZeneca uses cost leadership by lowering the cost its primary objective
is to preserve its leadership position in the market through value chain management. Through
this strategy company targets middle class; this makes largest proportion of overall consumer
marketing mix in most the countries. They generally place high importance to the pricing factor
and cost leadership is the best strategy to target this segment. Company focus on affordability
and easy accessibility of its product across the globe, which leads to high brand awareness and
sales growth of the business. Company also offers discounts and coupons to meet the sales
targets. To build brand popularity and encourages consumption of the product it offers discounts
and promotional campaigns.
Differentiation is another strategy followed by the company to build its competitive
advantage. Differentiation as a secondary generic strategy used by company to increase customer
base by offering unique product features. Company is using this strategy to differentiate the
innovation techniques and concern to the customer’s health (Kristinae, and et.al, 2020). With the
ever changing interest of the customer AstraZeneca extend its product line to differentiate itself
from its competitors and expand its opportunities within the industry. Through differentiation
strategy company will be able to offer its product in such a way that it stands different from its
competitors. To differentiate from the rivals company invest heavy in the marketing,
advertisement and celebrity endorsement. It also uses its logo to differentiate it from the brand;
2