Opportunity Brief: Australian Pharma Market Analysis and Strategies

This report presents an opportunity brief analysis of a pharmaceutical company in Australia, focusing on Mylan. The analysis includes SWOT and SMART assessments, alongside the development of mission and vision statements. It evaluates market entry strategies, segmentation, positioning, and marketing mix strategies, with an economic evaluation. The report also offers recommendations for control and implementation, including action and contingency plans, and provides insights into the company's objectives, recommended strategies for market entry, segmentation, and marketing mix strategies. The report provides a detailed economic evaluation and concludes with an action plan for implementation and monitoring of the company's strategy in the competitive Australian market, emphasizing areas for improvement such as packaging and branding, and the importance of staff training.

Running head: OPPORTUNITY BRIEF
Assessment Item 3
Opportunity Brief
Name of the Student
Name of the University
Author note

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Executive Summary
The report is based on analyzing the SWOT as well as SMART analysis of a pharmaceutical
company in Australia. The assessment is based on proper mission and vision statement of the
company along with proper enhancement of the issues that has been faced by the company as
well.
The main aim and purpose of the report is to identify the mission and marketing strategies of
the company as this will help in preparing action plan for the company and solve such issues
with proper application of the strategies.
The conclusion and recommendation is based on the marketing mix strategies along with the
entry mode of the company in the competitive market in Australia. The recommendation is
provided on the improvement of action and contingency plans as this will help in improving
the requirements.

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Table of Contents
5. Objectives...................................................................................................................5
6. Recommended strategy..............................................................................................6
6.1 Strategy for entry in market.................................................................................6
6.2 Segmentation, Positioning and Targeting strategies............................................7
6.3 Marketing mix strategies......................................................................................7
7. Economic evaluation..................................................................................................8
7.1 Step 1....................................................................................................................8
7.2 Step 2....................................................................................................................8
7.3 Step 3....................................................................................................................8
7.4 Step 4....................................................................................................................9
8. Control and Implementation....................................................................................10
8.1 Action plan for Implementation of the recommendations.................................10
8.2 Monitoring of the action and contingency plan.................................................10
References....................................................................................................................12

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5. Objectives
Mission
To become the most valued partner of Pharma in the entire fraternity and this will
help them in developing as well as manufacturing wide range of products that will help in
complying with regulatory standards (Ciarametaro et al., 2017).
Objectives on financial and market share
Enlarging the market by making proper innovation and increasing the share in the
market and develop competitive advantage. The respective company needs to increase the
profitability by proper elimination of the unprofitability activities. Proper increase in the price
is necessary, as this will help in providing proper benefits to the individuals.
The liquidity ratios have to be properly utilized by the respective company, as this
will help in measuring the liquidity that is short term in nature. This will help in managing the
levels of debt in the company. The company needs to build and enhance the proficiencies of
the company.
The main objectives of this company are:
 To formulate and manufacture different antibiotics and carry out coordinated program
that will help in managing the financial aspects of the company
 To properly develop as well as refining new and accurate strategies that can be used
by the company in order to facilitate their priorities in different countries (Mirzaei,
Carter & Schneider, 2017)
 To properly develop assessment practices related to reduction of risk in the company
as this will help in achieving the marketing objectives (Schlegelmilch, 2016)

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6. Recommended strategy
6.1 Strategy for entry in market
The Mylan pharmaceutical company has to analyze the foreign revenue in order to
increase the revenue as the domestic value. The law suits that has been generated against
Mylan has to be properly eliminated by them in order to improve their brand image and this
will help them in gaining financial success as well (Birkland, 2014). The other
recommendation is the cost has to be properly lowered in order to create a strong and
accurate supply chain against the other local brands. This will help in increasing the size of
their market in the competitive industry as well.
The recommendation regarding the PESTEL analysis is that there is no proper
political framework. The company needs to create a strong political network, as this will help
the company in encouraging foreign investment in the country.
The company can collaborate with another company, as this will help them in being
potential in nature (Sekaran & Bougie, 2016). The Mylan can collaborate with Renata, as this
will help them in being the most trusted brand of pharmacy in the entire world. Renata is the
local pharmaceutical company and this will help them in expanding the business as well
(Rao, 2014). In this way, it is easier for Mylan in order to gain competitive advantage in the
labor market and this will help them in attracting more multinational firms in the market as
well (Pitt & Berthon, 2016). This will be the ideal decision of selecting Renata as the partner
as this will help them in gaining proper competitive advantage and this will help them in
enhancing their skills as well.

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6.2 Segmentation, Positioning and Targeting strategies
 The segmentation has to be done by analyzing the needs of the customers. The senior
citizens will be the target customers and it is based on the needs of the individuals as
well (Sullivan et al., 2014).
 The target market segments are the senior citizens as they are the ones who are in
great need of the medicines in different span of time. The hospitals need to have
proper stock of the medicines, as these will help in making the patients cover under
the plan (Biran, 2015).
 Proper market research is recommended to the respective company, as this will help
them in understanding the required position wherein they can establish their market
and attract the customers more than the competitors in the market as well. Proper
PESTEL analysis can help the company in understanding the requirements of the
company.
6.3 Marketing mix strategies
 Therefore, it can be recommended that there are different medicines has to be
introduced as this will help them in being the most efficient pharmaceutical company
in the world. This will help them in being more competitive than their competitors in
the market are as well.
 Proper and cheap pricing strategy has to be adopted by them, as this will provide
benefits to the company and their individuals as well (Mauskopf, Sullivan &
Annemans, 2014).
 Proper channels have to be maintained by company as this will enable them in
promoting their activities related to the campaign of the medicine as well (Weinstein,
2014).

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 Proper media strategy such as through social media and other networking sites has to
be enabled by them, as this will help them in maintain proper communication
channels with the media as well (Chen et al., 2017).
 The physical facilities have to be enabled by them, as this will help them in carrying
out the physical goods and services of the pharmacy.
7. Economic evaluation
7.1 Step 1
Market size – 240000/0.2 = 48000 customers
Average of annual purchase = A$150
Estimated annual revenue = A$7.2 million
7.2 Step 2
 While travelling to different countries in order to set up proper distribution channel
and undertaking different promotional activities, it is essential to set up a cost of
A$150, as this will help in performing proper promotional activities.
 A$200 will be spent on the setting up proper location of the pharmacy in the local
market and this includes retail and sales office as well.
7.3 Step 3
In the product strategy, there has to be few changes in the packaging of few medicines
as this will help them in gaining competitive advantage over the competitors in the market.
The branding has to change as this helps the company in being more creative in nature

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In promotional strategy, the costs has to be increased to a certain extent as this will
help them in advertising about their products and services and this will help them in
development of costs of media as well.
In the distribution strategy, there are different costs related to outlets and network for
transport that has to be properly implemented, as this will increase their competitive
advantage as well.
Lastly, pricing has to be considered properly by the company by preparing budget for
the company, as this will help in analyzing the costs of the overheads that are required to be
maintained by the company as well.
7.4 Step 4
Proper preparation of budget is essential to be done by the company as this helped
them in achieving the objectives related to the development of the strategies that will help
them in working effectively.
SERVICES UNITS AVERAGE
PRICE
RELEVANT
PERIODS
REVENUES
Immunization 2000 $20 Fall $40000
Education on
diabetes
20000 $3 Entire year $60000
Hypertension 2000 $4 Entire year $8000
From the above budget, it can be estimated that the average revenue that is required is
$7.2 million and this will help in making the respective company in gaining competitive
advantage.

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8. Control and Implementation
8.1 Action plan for Implementation of the recommendations
TASK RESPONSIBLE START DATE COMPLETION DATE
Training and
educating staffs
Medical director 1st July 18th August
Updating the CPR
policy
Quality Team 20th August Ongoing
Anesthesia
modification
schedule
Anesthesia director 14th September 29th September
Purchasing new
crash carts
Top management 26th September Ongoing
This is the action plan that has to be properly followed by the company in order to
make the resources available for the processes to be completed within the specified deadline.
The higher officials of the company has to be identify the ongoing processes that has to be
completed within specified deadline as this is necessary for the entire organization and for
gaining competitive advantage as well in the competitive market.
8.2 Monitoring of the action and contingency plan
Proper reviewing of the action plan has to be done, as this will help in understanding
whether more participants are required in the task that has been performed by a specific team
or not. The objectives has to be analyzed properly by the company as this will enhance the
situation and proper involvement of participants can help in finishing the tasks on time as
well. The plans that are ongoing in nature can be made more efficient by involvement of
expertise in such areas as well.
Proper contingency plan has to be planned, as this will help the officials of the
company in understanding the requirements of the future. The packaging as well as branding

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is the two main concern areas wherein proper effort has to be given by the officials in the
future for making them more efficient in nature. The top officials need to train their staffs in
the office in order to generate positive outcome in the future. Lastly, the CPR has to be filled
up more often and at regular intervals by the officials or the department in charge, as this will
help in making the system more efficient in nature as well.

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References
Birkland, T. A. (2014). An introduction to the policy process: Theories, concepts and models
of public policy making. Routledge.
Brian, J. (2015). Segmentation Marketing: A Case Study on Performance Solutions Group,
LLC.
Chen, C. C. M., Nguyen, B., Melewar, T. C., & Dennis, C. (2017). Investigating the Uses of
Corporate Reputation and Its Effects on Brand Segmentation, Brand Differentiation, and
Brand Positioning: Evidence from the Taiwanese Pharmaceutical Industry. International
Studies of Management & Organization, 47(3), 240-257.
Ciarametaro, M., Abedi, S., Sohn, A., Ge, C. F., Odedara, N., & Dubois, R. (2017). Concerns
around budget impact thresholds: not all drugs are the same. Value in Health, 20(2), 230-233.
Mauskopf, J., Sullivan, S., & Annemans, L. (2014). Budget Impact Analysis—Principles of
Good Practice: Report of the ISPOR 2012 Budget Impact Analysis Good Practice II Task
Force. Value Health, 17.
Mirzaei, A., Carter, S. R., & Schneider, C. R. (2017). Marketing activity in the community
pharmacy sector–A scoping review. Research in Social and Administrative Pharmacy.
Pitt, L. F., & Berthon, P. (Eds.). (2016). Aesthetics, Ephemerality and the Luxury of Wine.
Emerald.
Rao, V. R. (2014). Applications for Product Positioning and Market Segmentation.
In Applied Conjoint Analysis (pp. 275-290). Springer Berlin Heidelberg.
Schlegelmilch, B. B. (2016). Segmenting Targeting and Positioning in Global Markets.
In Global Marketing Strategy (pp. 63-82). Springer International Publishing.

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Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach.
John Wiley & Sons.
Sullivan, S. D., Mauskopf, J. A., Augustovski, F., Caro, J. J., Lee, K. M., & Minchin, M.
(2014). ISPOR Task-Force Report. Budget impact analysis-principles of good practice: report
of the ISPOR 2012 Budget Impact Analysis Good Practice II Task Force. Value
Health, 17(1), 5-14.
Weinstein, A. (2014). Segmenting B2B technology markets via psychographics: an
exploratory study. Journal of Strategic Marketing, 22(3), 257-267.