Marketing Plan: Strategies and Analysis for GLIEAD SCIENCE ltd

This report presents a comprehensive marketing plan for GLIEAD SCIENCE ltd, a research-based pharmaceutical company. It begins with an introduction to marketing plans and their importance, particularly in the context of GLIEAD SCIENCE ltd, which focuses on innovative medicine development. T...Read More

Marketing Plan

Table of Contents
INTRODUCTION.......................................................................................................................................3
TASK..........................................................................................................................................................3
Develop the marketing strategies.........................................................................................................3
Discuss the marketing mix on the context of GLIESD SCIENCE ltd...............................................4
Marketing analysis BCG on GLIEAD SCIENCE ltd.........................................................................6
Discuss the consumer driven strategy of the GLIEAD SCIENCE ltd...............................................7
CONCLUSION...........................................................................................................................................8
Refrences.....................................................................................................................................................9

INTRODUCTION
Marketing plan is describing as the strategy which is implemented by the business
organization to make its service effective and to increment in the selling of the product and
services. The marketing plan help the companies to determine the target in the market. It
describes as the report that outlines a company marketing strategy for the future and for the
effective running. The report is being made in the context of GLIEAD SCIENCE ltd, which is
research based company that works on a discovery and the development and the
commercialization of the medicines in the innovative method. The head quarter of the company
is in Foster city, California. It is founded in 1987(Chernev, 2020 ). The aim of this report is to
analyses the weakness and the threats of the company with that make a marketing plan. The
marking plan is based on the goals and the objectives of the company with implementation of the
marketing mix and the marketing development strategies.
TASK
Develop the marketing strategies.
To develop the marketing strategy of the GLIEAD SCIENCE ltd involves the
implementation of the different theories on the basis of the organization working(Fraser-Arnott,
2020). To make enhancement in the working of the organization there is need to develop the
theories and the by the implementation of the Ansoff theory in the company, it makes goals
clear.
Ansoff model
It is describing as the tool that provide help to the marketers in a company to make evaluation
how they can grow and implement the strategies for generating growth in the company. Ansoff
is the model that focuses on the growth of an organization and by the evaluation of the
opportunities of the business to make an increment in the sales of the company. It contains the
four framework which are the growth strategy matrix for the any organization and are discussed
below:

 Market Penetration- It includes hoe to sell the existing products of the organization
with the existing customers. The goal of the market penetration is to enhance the market
share of the organization by selling more on the ongoing customer (Ha, Yu and Hwang,
2021). In the context of the GLIEAD SCIENCE ltd, they have prospects of attaining the
internet business as this make the company image on the large scale as well as makes
increment in the existing products of the company.
 Market development- It includes the evaluation of the different opportunities and
making entry in the new markets. It includes the expansion of the company from the
current market to the new market (Hossain and Kader, 2020). In the context of the
GLIEAD SCIENCE ltd, with the large no. of suppliers who provides variety of supplies
with the different countries, they can expand their business and develop the world wide
supremacy with the underdeveloped countries so that also helps in generating profits.
 Product and development- It includes the strategies that develops the ongoing products
and services in the organization. In the context of the GLIEAD SCIENCE ltd, as the
business is much more competitive, so it is essential for the company to make their
product stand out in the market by the online business increase and with the
Implementation of the strong capital sources and the skilled individuals (Kikundi, Adong
and Hope, 2022). The company should expand its product line that customer can choose
from.
 Diversification- It is the framework that generates new ideas and hoe a company can
move to a new market with the new products and the services and make enhancement in
the sales in context of the existing customer base. Diversification is further divided in two
parts which is related diversification and the unrelated diversification. In the context of
the GLIEAD SCIENCE ltd, there is a need of expanding business and make focuses on
the new opportunities which provides a strong marketing board to the company (Huangal
Bobadilla and Murga Fernández, 2019). The company is facing the threats of the
competitors, so by the proper analyzation of the market and the threats company should
make its plan.
Discuss the marketing mix on the context of GLIESD SCIENCE ltd.
Marketing mix is describing as the set of the marketing tools which consists the no. of
tools in it, in context of building their product brand image which helps in selling the products

and the services effectively. Based on the framework there are 7P’s of marketing mix that forms
the new criteria on which a business should perform its tasks.
 People- The employees of the company are the important tool in the company because
an employees are the one who deals with the clients and have the knowledge about the
needs and wants of the customers, an employee’s plays a very important role in building
company’s image in front of the customers (KIRANA, 2019). So, it become necessary
for the organization to train and hire effective and productive workforce in the company.
In the context of the GLIEAD SCIENCE ltd, there employees are working efficiently but
in order to get their position in the market they have to provide proper working training
to the employees.
 Product- It is a commodity which is produced by the company which satisfy the needs
and the wants of the company, it can be tangible or intangible. In order to develop an
effective product in the market a company needs to do an extensive research based on
the product line and an analyzation of the market. In the context of the GLIEAD
SCIENCE ltd, there products are well defined and fulfilling the customer needs.
 Price- This is the very important aspect of the business as price decides the market value
of the products and the company survival and the profitability is depending on the
effective pricing of the commodity. It is based on many criteria such as location of the
customer, competitor’s price, terms of the sale and whether a consumer is ready to spend
that amount on a particular products and services (Maha, , 2019) . In the context of the
GLIEAD SCIENCE ltd, due to its financial fluctuations their price also fluctuate but in
order to generate profit, there pricing strategy should be more effective.
 Place- Distribution of the products and the services from a particular place affects the
company profitability on a large scale. An organization should make their product
accessible from a location that generates potential buyers for the company. In the context
of the GLIEAD SCIENCE ltd, they have 25 locations in its logistics chain but for
enhancement in the business, they should choose places more wisely and after complete
analyses.
 Promotion- It is defining as the marketing communication process which provides help
to the company to make people aware about the company’s products. Through the
different sources of the marketing and by the use of promotion tactics organization

makes the influence on the potential buyer (Masrifah, 2021). In the context of GLIED
SCIENCE ltd, there are many threats to the company in respect of its competitors, so by
implementing effective promotion techniques will help in facing the situation better.
 Process- A well-structured business process maximize the profit of the organization
because a defined process of working important for the enhancement in the business
activities and results in effective flow of work with minimum costs and mistakes. In the
context of GLIEAD SCIENCE, it was reported on the drop of the 2.4% of company’s
productivity, so by making some positive changes in the working if the company can
help in making increment in the productivity.
 Physical evidence- In the industry there will physical evidences of services delivering
of the company. There has to be evidence that company is completing its duties and
responsibility on time. In the context of GLIEAD SCIENCE, there are a various channel
through which company is suppling its products and by which it is reaching to the
customer.
Marketing analysis BCG on GLIEAD SCIENCE ltd
A BCG matrix is a framework which evaluate and analyze products of the organization in
order to cope up with the long-term strategic planning. These matrix provides help to the
companies to identify new growth opportunities and it provide measures on the basis of which
company should invest in the future (Roy, 2020. There are four quadrants in the BCG matrix,
which are defined below:
 Stars quadrant- This consist a business unit and the products which is having the best
market share and generates the most monetary value in the company. Because of the high
growth rate, stars in the company consumes and generate the largest amount of cash. It is
the key factor of the BCG strategy for the business growth is to make investment in stars.
In the context of GLIEAD SCIENCE ltd, there top products include
inflammation/Respiratory. Cayston, Cardiovascular. Letairis and the other medicines
which serves the patient effectively.
 Cash cow quadrants- It proves to be a leader in the market that generates more
monetary value in the company than it consumes. It is defining as the product of the
company which have high share in the market but in contract to its share having low
growth prospects. It is profitable to invest in the cash cow to maintain current level of

productivity(Sapura, Kusniawati and Kader, 2020). In the context of GLIEAD SCIENCE
ltd, there supplier management services and the strategic business services are treated as
the cash cow in the BCG matrix because the market share of the company is high but the
overall growth is declining as company is managing their suppliers by themselves instead
of outsourcing it from outside.
 Question marks quadrants- It includes that part of the business having high growth
prospects but having low market share. It consumes lot in terms of monetary values but
generates less in return. Questions marks loses a company money. In the context of
GLIEAD SCIENCE ltd, their local medicines in the strategic business unit is the question
mark in the BCG matrix for the company. The recent trend in the market that shows that
consumer is turning more towards local medicines. And the confectionery strategic unit
of the business is also a question mark in the matrix. It provides the attractive market that
grows over the year.
 Dog quadrants- There are units in the businesses that have a low market share and a low
growth rate. They neither earn or consume much cash of the company. In the context of
GLIEAD SCIENCE ltd, the plastic uses and the plastic bags in treated as the dog in the
BCG matrix as its operations in the market is being declining due to the environment
concerns (Shrestha and Karki, 2020). With that their flavored medicines in the business
is also treated as the dogs in the BCG matrix, they should call back these products.
Discuss the consumer driven strategy of the GLIEAD SCIENCE ltd.
It is defining as the strategies of the marketing activities and the performance of the
company, whose prime aim is to meet with the expectations of the consumer needs and wants.
Meeting with the needs of the customers in more personalized way helps business to optimize
return on the marketing investments (Simanungkalit, 2018). It is possible by the analyzation o
the consumer needs and by the evaluation of the market. There has a series of steps that has to
follow in order to generate consumer driven strategy.
 Identify the target audience- To build consumer driven strategy in the market includes
identification of the market audience and their needs. GLIEAD SCIENCE ltd should
conduct a survey in order to identify the what are the changes that customer needs in the
services and in the medicines of the company.

 Segment the target audience- Effective segmenting allows an enhancement in the
viewpoint of the company and to view the audience on a wider picture, so that it become
easy for the company to serve customer (Tang, Zhang and Peng, 2021). GLIEAD
SCIENCE ltd makes the segment in order to understand their customer better with their
behavior.
 Build product strategy- Creating products that suits the audience best and find the
customer that and design the product on the basis of that. GLIEAD SCIENCE ltd should
analyze the locations where there is the need of the medicines the most and then serves
their products.
 Creating customer engagement plan- A customer wants a products and the services
that deliver best service to them. GLIEAD SCIENCE ltd having best production team and
by making medicines that cures the patients early and effectively helps in making long
term relations.
 Invest in the customer service experience- It’s an integral part of the strategy,
customer always remember the products and the company by its quality of services
(Sumarwan, 2019). GLIEAD SCIENCE ltd should identify the threats from the
customers and analyzation on them to generate what their competitors are offering to the
customers.
 Customer feedback in order to improve marketing strategy- GLIEAD SCIENCE ltd
should implement the service of customer feedbacks and, make communication with the
customer on a regular interval of time in order to maintain effectiveness in the business.
Positive customer experience builds better image of brand.
 Final thoughts- GLIEAD SCIENCE ltd. Should make their strategy in the manner which
create long-term customer services and creates a strong brand and consumer acquisition.
It also helps in dealing with the feedback and make company aware of the customer
needs.

CONCLUSION
From the above report it is concluded that for a successful organization there has to be an
effective marketing plan for it. In this report there is development of the marketing strategies by
using Ansoff model which includes marketing penetration, market development, product and
development and diversification. Then there is implementation of the 7P’s of the marketing mix
which are people, product, place, promotion, process, price and the physical evidences. Then this
report contains the marketing analyses on the basis of BCG matrix which comprises star
quadrant, cash cow quadrants, question mark quadrant and the dog quadrants. And at the last
there is a consumer driven strategy on the basis of the company which includes several steps
such as identification of the target audience, segment target audience, create product strategy,
build customer engagement plan, investment in the customer services, use customer feedbacks
for effective working and final thoughts.
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