Comprehensive Marketing Plan Report for GSK: Strategies and Analysis

This report provides a detailed analysis of GlaxoSmithKline's (GSK) marketing plan, focusing on a new flu vaccine. The report begins with an introduction to marketing plans and a summary of GSK's operations, particularly its focus on pharmaceuticals, vaccines, and healthcare products. Task 1 covers the review of new products, sales strategies, marketing concepts, and competitor benchmarking, including an analysis of GSK's strengths, weaknesses, opportunities, and threats (SWOT). Task 2 examines various marketing barriers, such as environmental, cultural, and behavioral barriers, and proposes methods to overcome them, including organizational structure improvements, setting targets, and reducing perception differences. Task 3 includes the marketing plan, external analysis, marketing objectives, market segmentation (demographic), targeting strategy (elderly), and positioning. The report also discusses the significance of the marketing plan in strategic planning and justifies the selected strategies, such as product development and cost leadership, with retail market distribution. The report concludes with a summary of findings and references.

MARKETING
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
SUMMARY OF GSK......................................................................................................................3
TASK 1............................................................................................................................................3
1.1................................................................................................................................................3
1.2................................................................................................................................................4
1.3................................................................................................................................................4
1.4................................................................................................................................................5
TASK 2............................................................................................................................................6
2.1................................................................................................................................................6
2.2................................................................................................................................................6
TASK 3............................................................................................................................................7
A) Marketing Plan of GSK.........................................................................................................7
B) Significance of marketing plan..............................................................................................8
C) Justification of Selected strategies.........................................................................................8
D) Factors affecting marketing Plan...........................................................................................9
TASK 4..........................................................................................................................................10
4.1..............................................................................................................................................10
4.2..............................................................................................................................................10
4.3..............................................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................13

INTRODUCTION
Marketing plan is a document in which company tries to evaluates various things and this
is also assist for the accomplishment of business activities in a appropriate manner. In addition to
that management of the company involve various activities in which company identify its
consumer demand for the fulfilment (Taaffe, Geunes and Romeijn, 2008). If company want to
edit anything in things so that it will also done in this form of plan. In this report management of
the company use various marketing plan for the development. In this every essential feature is
done to boost the company needs want.
SUMMARY OF GSK
GlaxoSmithKLine is a UL based company who deals in a healthcare and various
medicines of supply in a world-wide. Company's main two products are pharmaceuticals,
vaccine and healthcare products. In the present report will discuss a new plan of marketing that is
based on a flu vaccine. For this company want appropriate fund for the same so that financial
manager of GSK evaluates its needs and apply for the financial institution for the same. In
addition to that assistant manager of the company know prepare a report in which it evaluates
what necessary step should be taken by the management (Bukovinsky and Talbott, 2010).
TASK 1
1.1
In this section management of the company review its new things towards the new
products and this is listed as follows:
 In this marketing manager of the company can review all things in which individual
develop its product concept towards the new product for flue medicine.

 In addition to that management of the company also focuses on its sales review in which
company has taking efforts towards the selling promotion. In which marketing manger of
the company use their skills towards the development (Wilson and et.al., 2012).
 Company must focus on its production as well as its product review.
 Marketing manager of the company also take care about its marketing concept in which
they focuses on the target market (Rosenbloom, 2012).
1.2
Marketing manager of GSK must evaluates its marketing strategy that will assists for
finding company's ability. According to ability marketing manager can plan towards its
marketing activity.
 Company having capability to develop their skills in the manufacturing of Drugs as well
is financial capability. So that this organisation ability assist for the development in the
market trends.
 Marketing manager of GSK also use search option to find out the probability of demand
of drugs and according to that they started production.
 Financial manager of the company always focus on the cash flow so that management of
the company always ready to face financial problem (Strauss, 2016).
 GSK use strong strategy towards the manufacturing so that marketing manager of the
company can use this strategy towards the new production of pill.
All above things are assist for creating a planning towards the new products.
1.3
Marketing manager of the organisation can use “benchmarking” marketing techniques.
In this techniques GSK can take research with its competitors to find out out its competitive
strength:
Benchmarking techniques:
 Company's main competitors are Abbott Laboratories and amen so that marketing
manager of the company use this techniques towards the same (Egan, 2008).
 In this marketing manager of the company can evaluates its strength compare with its
market competitors.
 Company having strong brand image compare to others. Management of the company
always focusing on its brand building as well as supportive with the government.

 HR manager of the company always focuses on best hiring person in the organisation
compare with others. They also spend much money so that management having different
quality aspect compare to others (Lovelock, Wirtz and Chew, 2009).
External factor that affects the marketing planning:
 Every organisation always focuses on the planning but external factors affects in a
effective manner. In addition, global economy affects the business activates at the time of
fluctuation.
 Finance and infrastructure also negative impact on the GSK because for continuing the
business company wants the finance.
1.4
1.1
In this section management has to cover various things to evaluate companies market
position. In addition GSK must considers all this things related with its new medicine.
Strength
 GSK is strongest company who deals in
pharmaceutical products.
 Company always focuses on its research and
development process that will assists for the
new once.
Weaknesses
 Company always cover with
various controversies that main
issue is safety, that impacts on the
company's image.
 One more weakness is its expiry
patent that affects its various of
products (Aaker, 2009).
Opportunities
 In this management of the company must
take its initiate towards the new agreements
with the pharmaceutical entities.
Threats
 Risk of new products that come in
the market and inflection in the
economy.
With the help of this marketing manager of the company can considers what necessary step
should be taken by the management. This review will assist for maintaining workforce in the
organisation.

TASK 2
2.1
In this marketing manager of the company must evaluates various barriers that effects the
marketing planning in a effective manner. Here various factors are listed as follows:
 Environmental barrier create a drawback in which sudden change sin legal as well as in
ethical norms are included in this.
 In this marketing manager of the company also impacts with the cultural barrier in which
management of the company must take that every person having its own way of thinking
so that it affects the marketing planning.
 Behavioural barrier is also one more drawback in which management influence with new
innovations as well as behaviours of a individual (Preparing to Market Your Products or
Services: Beware of These Six Barriers. 2016.).
2.2
There are various methods through GSK can overcome their barriers. These barriers can
take place due to not proper understanding of customers requirements and poor communication
with them (Pozo, Sauma and Contreras, 2013). It can solve by followings methods: Adopt effective organizational structure: In order to make effective services, cited firm
have to maintain simple organizational structure which help to overcomer behavioural
barriers from the workplace. In this GSK can make short hierarchical structure so that
they will able to demonstrate all message to their employees easily. It will assist to make
proper communication at the workplace (Shivaie, Sepasian and Sheikh‐El‐Eslami, 2013). Set meetings and targets: For proper management manager of GSK need to conduct
meeting with organization members within the specific time. In this, they can
demonstrate goals of the enterprise and how to achieve it. In this, business can use formal
communication channel which help to overcome the issue of proper management.
 Reduce different perception: Manager of GSK need to make sure that all products and
services are effective which organization provide to their customers. In this, right
members take place in the enterprise to make effective transaction within the company

(Allmendinger and Haughton, 2012). Hence, to overcome poor communication cited firm
need to maintain effective training program so that business will achieve high growth.
TASK 3
A) Marketing Plan of GSK
Product Flu Vaccine
Analysis of
Micro Factors
 Strengths: Strong research and development department, best and top 5
amongst the pharmaceutical company, operating business worldwide.
 Weaknesses: Damages company's reputation due to expired drugs,
some medicines are even banned by the government.
 Opportunities: wide chance of acquisition and mergers, launch of
healthcare programmes (Amasaka, 2011).
 Threats: High regulation of government in form of strict regulations
and rules.
External
analysis:
 Political and legal bodies intervention in form of policies and
regulations.
 High amount of tax, import and export rates.
 Society is highly obliged to consume authentic medicines
 Environmental friendly methods of manufacturing medicines or drugs.
Marketing
Objective
The major aim of the company is provide high quality medicines and drugs so
as to cure those disease that have no possibility of remedy. In addition to the
above, it also aims to enter and expand into the emerging markets that have
high potential of development (Daymon and Holloway, 2010).
Segmenting
Market
The flu vaccine that is provided by the GSK have the high potential to cure the
disease. It aims to segment the market on the basis of demographic factor.
There is not income segmentation made between the people and serves to fulfil
the needs of each class that lower, middle and higher.
Targeting
Strategy
Old People are the main target customers of the GSK company. This will
enable them to cure the disease or flu that may be causing trouble and irritation

during the elderly age.
Positioning It also desires to supply the drugs through acquiring retail market and creating
a long chain or distribution.
B) Significance of marketing plan
Marketing plan is a brief that presents an idea or understanding of the varied activities
that needs to be undertaken in regards to selling and promoting the product or services of the
company in the global market. Contradictory to the above, strategic planning is a pathway
wherein the polices, aims and objectives of an organization is prepared so as to attain the set
targets (Daymon and Holloway, 2010). Some of the imperativeness of the marketing plan in
regards with the strategic planning process have been enumerated underneath:
 Marketing plan provides an idea to the GSK company about its competitors in the market
and acknowledge about their strategies and plans as well.
 It also provides a clear demonstration of the company's budgets that need to be incurred
by the management so as to achieve its aims and objectives.
 A clear description about the numerous kinds of resource and other equipments needed to
support the company in achieving its desired dreams.
 Marketing plan is a vast concept wherein several activities are conducted so as to provide
a pathway in which the strategies plans can be inlaid.
 It also provides a clear description about the current trends and polices prevailing in the
market and provide opportunity to make modifications in the current policies.
From the above description it can be said that marketing planning is an essential activities which
thereby aids the GSK company in attaining its desired set of objectives and aims by conducting
its services and work in the respective manner (Purvis, 2016).
C) Justification of Selected strategies
The above conducted market plan provides a clear description about the chosen market
and the target customers. The company has aim to introduce a new product in the market thereby
selecting the product development strategy. This tactic is selected in those cases when the old
product are not meeting the aims and objectives of the company and are unable to survive in the
market. Therefore, the incorporation of the Flu vaccine for the elderly aged people is a best
strategy selected by the GSK (Pike, 2015).

To accomplish this purpose, the company is aiming to use the cost leadership strategy
wherein it will already charge a lower price for the product and examine that it restricts the entry
of new rivalry firms or no other company can charge similar price of the product. This will
further aids in gaining wider market share and the chosen distribution channel is retail market so
as to facilitate the customers in acquiring the vaccine from the nearest of stores easily and
quickly.
The promotional strategy chosen by the GSK company so as to market the the product
and made the people aware about it is through the use of free sample distribution at clinics and
other dispensaries. Likewise, it is aiming to use posters, pamphlets, television advertisement to
cater the attention of people (Taaffe, Geunes and Romeijn, 2008).
All the above demonstrated strategies and plans will assist the GSK company in selling
and distributing the product by effectively creating a marketing mix plan for its newly launched
product.
D) Factors affecting marketing Plan
There are several constraints and factors that may create a hurdle and obstruct the
successful implementation of the marketing plan of GSK company. These have been
demonstrated underneath:
 The above inlaid plan cannot be successfully implemented if the adequate budgets are not
available by the GSK company. Marketing activities require huge money to carry out
research and development, planning, production, promotion and many more. These need
proper distribution of funds in diverse departments and thereby carrying out activities
accordingly.
 The GSK company is a pharmaceutical firm which requires prior proposals by the
government before conducting any such activity. The launch of new drugs need to be
verified by the laws and other regulatory bodies and can only be carried once the
proposal has been passed by these authoritarians.
 In addition to the above, the medical firm inject large amount of pollution and other
residual which may affect the nature and harm the people. Therefore, the company needs
to be take prior permission from the environmental concern bodies and thereafter conduct
its activities (Lovelock, Wirtz and Chew, 2009).

 Likewise, the economic conditions of the country in which the company is supplying its
products and services also plays a significant role in obstructing the operations of the
firm. Similarly, the company's market share and other technological changes have a
consequent impact on implementing the above plan.
TASK 4
4.1
With the help of marketing organization can make effective image in front of employees.
In respect to this GSK consist marketing planning through they can enhance brand image of the
organization easily. Company make sure that all products and services which they provide to
customers are effective and not harmful to them (Pozo, Sauma and Contreras, 2013). In addition
to this, they also considered effective image of the company by ensure good marketing tactics
within the enterprise. As results, business will achieve high growth of company easily. In respect
to this, below are the element which influence to the marketing plan of GSK:
 Employee working conditions: In order to make marketing plan, employee working
conditions can be take place as ethical issue. In this, employees give their effective
participation when they are satisfied with working conditions of cited firm (Nijssen and
Frambach, 2013). GSK need to protect their employees through offering them safety at
workplace. In addition to this, business can also make healthy work environment for
employees so that workers can easily work at the business.
 Employees behaviours: Enterprise face difficulties sue to employees behaviour with
their customers. In respect to this, GSK also face issue as their employees not carefully
listen to customers and their requirements. Hence, cited firm need to provide training to
their employees that how to behave with customers (Shivaie, Sepasian and Sheikh‐El‐
Eslami, 2013).
4.2
In order to solve ethical issues at the workplace, GSK can use various fundamental
aspects. It will help them to eliminate ethical issues from the organization. Hence, below are the
examples can be considered which can be taken by cited firm:

 Discrimination: Discrimination is occurs in the organization when business not treat
same all person. In the chosen enterprise manager make different among female and male
so that there discrimination is taking place (Pozo, Sauma and Contreras, 2013). For
instance, GSK understand that female not able to done work properly as male do. Thus,
they are not give priorities to women and it creates harassment at the workplace. Thus, it
will generate negative impact on the organization operations so that business need to take
actions very carefully.
 Negligence: In GSK many people come simultaneously so that it creates stress on
employees mind. Hence, they neglect to customers due to rush or stress, etc. which create
adverse impact on their customers (Allmendinger and Haughton, 2012). In respect to this,
business have ethical issue which need to solve very systematic manner. In addition to
this, organization will fail to work properly within the business environment. As result,
cited firm can be fail to make effective plan within the organization.
4.3
For increasing customers in the organization some ethics are developed which help tom
make effective plan of marketing. In respect to this, below are the examples considered which
create consumers ethics and effects on marketing planning of GSK: Return on merchandising: When customers find default in the products and services they
return it after using (Nijssen and Frambach, 2013). In this context, it will create negative
impact on the marketing planning of GSK because they are unable to launch new product
in the marketplace. Miss redemption of vouchers: Some times customers gain use same voucher for the new
products. It will make difficulties to GSK as they cannot recognize which is old and new.
Hence, they are fail to develop marketing plan in the enterprise.
 Copying products: Customers also copying some products which they are not purchase
by the organization. In this context, can be stated that customers gain same services and
from the another products at very low cost. Therefore, GSK will fail to operate their
marketing plan effectively (Keay, Rhys and Sioshansi, 2013). In addition to this, cited
firm also fail to sell their products in different part of the nation.

CONCLUSION
From the above report it can be concluded various approachable methods can be used by
chosen enterprise. In this, cited enterprise can be used traditional and modern marketing plan
which help to achieve goals of the enterprise easily. Furthermore, various capabilities can be take
place by the enterprise which assist make effective planning in the business. In this context,
marketing activities can be take place such as human, physical and financial. Moreover, report
summarized factors that are creates impact on organizational performances. In this, business can
used SWOT and PESTLE analysis for the development of organization. In addition to this, report
covered barriers which assess by the enterprise in their marketing plan. In this context, business
face poor communication and lack of proper management. Along with this, it can be overcome
through making flexible system of enterprise, setting targets and eliminate different perception
from the workplace. At last, it summarized consumer ethics and their effects at the workplace. In
respect to this, discrimination and negligence can be take place at the cited firm.

REFERENCES
Books and Journals
Aaker, D. A., 2009. Managing brand equity. Simon and Schuster.
Allmendinger, P. and Haughton, G., 2012. Post‐political spatial planning in England: a crisis of
consensus?. Transactions of the Institute of British Geographers. 37(1). pp.89-103.
Amasaka, K., 2011. Changes in marketing process management employing TMS: Establishment
of Toyota sales marketing system. China-USA Business Review. 10(7).
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Bukovinsky, D. and Talbott, J. C., 2010. Variance analysis using throughput accounting. The
CPA Journal. 80(1). p.28.
Daymon, C. and Holloway, I., 2010. Qualitative research methods in public relations and
marketing communications. Routledge.
De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes. Sage
Publications.
Egan, J., 2008. Relationship marketing: exploring relational strategies in marketing. Pearson
education.
Keay, M., Rhys, J. and Sioshansi, F. P., 2013. Electricity market reform in Britain: central
planning versus free markets. Evolution of Global Electricity Markets. New Paradigms,
New Challenges, New Approaches. pp.31-57.
Lovelock, C. H., Wirtz, J. and Chew, P., 2009. Essentials of services marketing.
Nijssen, E. J. and Frambach, R. T., 2013. Creating customer value through strategic marketing
planning: A management approach. Springer Science & Business Media.
Pike, S., 2015. Destination marketing. Routledge.
Pozo, D., Sauma, E. E. and Contreras, J., 2013. A three-level static MILP model for generation
and transmission expansion planning. IEEE Transactions on Power Systems. 28(1).
pp.202-210.
Purvis, J., 2016. Human Resources Marketing and Recruiting: Essentials of Digital
Recruiting.Handbook of Human Resources Management. pp.53-71.
Rosenbloom, B., 2012. Marketing channels. Cengage Learning.
Shivaie, M., Sepasian, M. S. and Sheikh‐El‐Eslami, M. K., 2013. Multi‐objective transmission
expansion planning based on reliability and market considering phase shifter transformers

by fuzzy‐genetic algorithm. International Transactions on Electrical Energy Systems.
23(8). pp.1468-1489.
Strauss, J., 2016. E-marketing. Routledge.
Taaffe, K., Geunes, J. and Romeijn, H. E., 2008. Target market selection and marketing effort
under uncertainty: The selective newsvendor. European Journal of Operational Research.
189(3). pp.987-1003.
Wilson, A., and et.al., 2012. Services marketing: Integrating customer focus across the firm.
McGraw Hill.
Online
Preparing to Market Your Products or Services: Beware of These Six Barriers. 2016. [Online].
Available through:
<http://www.brighthub.com/office/entrepreneurs/articles/116549.aspx>. [Accessed on 24th
November 2016].