Strategic Marketing Presentation on Company Audit and Objectives

This presentation provides a strategic marketing analysis, focusing on a company audit. It includes an introduction outlining the scope of strategic marketing and its application. The presentation covers market size and trend data, competitor analysis using Porter's Five Forces, and macro & microeconomic factors analyzed through PESTLE and SWOT analysis. Customer and stakeholder analysis are also included, along with a detailed marketing plan encompassing STP (Segmentation, Targeting, Positioning) and budget allocation. The presentation concludes with a summary and references.

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.