AstraZeneca PLC Strategic Analysis and Sustainability Report

This report provides a comprehensive strategic analysis of AstraZeneca PLC, a British-Swedish pharmaceutical and biopharmaceutical company. It begins with an introduction to strategic management and sustainability, followed by a company background and strategic direction overview. The main body of the report delves into the external business environment using PESTEL analysis, assessing political, economic, social, technological, environmental, and legal factors. An industry analysis is conducted using Porter's Five Forces model to evaluate the competitive landscape. The internal business environment, SWOT analysis, strategic growth choices, and strategic positioning are then examined. The report also explores AstraZeneca's sustainability competitive advantage, evaluates its overall strategy, and concludes with key findings and recommendations. The analysis covers various aspects of the company's operations, including its research and development, product portfolio, and market strategies, emphasizing the importance of adapting to the changing business environment to ensure long-term success. The report highlights the company's focus on innovative science, access to healthcare, and its commitment to providing effective medicines to patients worldwide.

Strategic Management
and Sustainability

Contents
Introduction...............................................................................................................................................3
Main Body..................................................................................................................................................3
Company Background and strategic direction.........................................................................................3
External Business Environment...............................................................................................................4
Industry Analysis.....................................................................................................................................6
Internal Business Environment................................................................................................................8
SWOT ANALYSIS.................................................................................................................................9
Strategic Growth Choices......................................................................................................................10
Strategic Positioning..............................................................................................................................12
Sustainability competitive advantage.....................................................................................................12
Evaluating strategy................................................................................................................................14
Conclusion................................................................................................................................................15

Introduction
Strategic management define as an essential function which is considered as an ongoing
planning, examining, identifying as well as assessing all the essential necessities which is
required by a business organization in order to meet their goals and targets. It has been said that
there is a continuous and rapid change in the environments will requires a business organizations
to assess all their strategies in order to get success and long term sustainability at the
marketplace. In other words it is said that strategic management is a process which assists a
business organizations in order to take stock of their current environment, develop strategies,
deploy them as well as examining the effectiveness of all the executed management strategies.
On the other hand, sustainability refers to the process of meeting all the needs without doing any
kind of compromises for meeting the needs of future generations (Barbosa-Castañeda, Ayarza
and Ferreira, 2020). In this report, a base company is chosen which is AstraZeneca PLC in order
to conduct the whole report in an effective manner. This is a British-Swedish international
pharmaceutical as well as biopharmaceutical organization. The company was founded in the year
1999 and its headquarter is located in Cambridge, England. The business entity was established
through a merger established between the Swedish Astra AB & the British Zeneca Group. In the
present report various elements are going to be discussed with the help of which overall
knowledge and understanding of learners will be improved. It includes external as well as
internal business environment condition which assist in modifying strategies of the company so
that they will be able to gain positive outcomes. Along with this, there is a detail industry
analysis which help in identifying the competition level as well as company position at the
marketplace. Apart from this detail information about the growth choices are going to be
discussed in this report so that best and most suitable growth strategy will be adopted.
Main Body
Company Background and strategic direction
In the present report, AstraZeneca PLC is chosen as the base organization which is a
British-Sweden multinational organization deals in medical and pharmaceutical sector. The
company was established and start functioning in the year 1999. Astra AB is an organization
which was established in the year 1913 in Södertälje, Sweden, with the help of around 400

doctors & apothecaries. In the year 1993 the British chemicals organization ICI demerged their
pharmaceuticals businesses along with its agrochemicals as well as specialties businesses in
order to form a Zeneca Group plc. At the end, finally in the year 1999 Astra as well as Zeneca
Group merged so that they can form AstraZeneca plc, and its headquarters is located in London.
Research and Development team of the company is based in US, Cambridge, Maryland, Gaithers
burg and Mölndal, Sweden. AstraZeneca is a pharmaceutical company who have its portfolio of
various products for some major disease which consist of cancer, gastrointestinal, cardiovascular,
respiratory, infection, neuroscience, inflammation and many more. It is necessary for the
business organization to develop effective strategies and policies which will help them to
perform all their defined task and objectives in an effective way (Beckmann, Schaltegger and
Landrum, 2020). It has also been said that the strategy of the pharmaceutical company is that
they must drive by some innovative science where the main focus is on delivery of effective,
life-changing medicines which will assist infueling growth as well as contributing and adding
value to the patients along with the society. Apart from this, access of the organization to the
healthcare strategy aims that they increase the access to healthcare for those under-served patient
among the populations which consist of three factors: providing high-quality, appropriate as well
as effective medicines to those who requires them. It has also been said that the strategy of
AstraZeneca assist in order to address affordability as well as healthcare barriers and ensuring to
provide effective as well as high-quality medicines to those people who requires them. In order
to do business and gain sustainability at the competitive marketplace, it is necessary for the
business organizations to modify their strategies and policies as per the changing environment
and requirements of customers. This will assist them in order to maintain long term sustainability
of the company at the competitive marketplace.
External Business Environment
External environment is one of the most influential factor which affect the whole
business performance in both positive and negative way. It is necessary for the management
team to conduct an external environment analysis, for which PESTEL analysis is the most
suitable approach. PESTEL analysis define as a strategic tool used by business organizations in
order to examine the macro environment of a business entity (Boyd, 2020). In reference to the
present organization, changes within the macro-environment elements have their direct

influences on the overall performance of AstraZeneca Plc. In this context a detail analysis of
each factor are going to be discussed as follows:
 Political factors: It is the factor which plays very significant role in order to maintain
long term sustainability of the company in a specific country or region (Calabrese, 2019).
It is said that AstraZeneca Plc is an organization operates its business functions in the
healthcare sector in more than dozen of countries where political environment as well as
political system risk have their own impact. While operating business functions in
different countries, it is required by the management team of AstraZeneca Plc that they
must analyze political stability of the country. In relation to the UK market, it is said that
political interface among the healthcare sector is quite high which might create some
issues for the pharmaceutical company.
 Economic factor: The economic factors like inflation rate, exchange rate, savings rate,
employment rate, interest rate have their huge impact on the overall economic system of
a country . It is the factor which needs to be considered by the higher authorities while
doing business operations at international marketplace so that they can easily gain
positive response from customers. In the present context of AstraZeneca Plc, economic
factor plays very essential role in the growth and success of the organization. Therefore,
economic condition of the country is stable which provides positive results to the
healthcare institutions.
 Social factor: It includes all those factors which are related with the society and
individuals, culture and norms which have direct impact on the overall business
performance. It is said that shared attitudes and beliefs of the people plays very huge role
on the functionality of AstraZeneca Plc. While doing business operations at international
marketplace, this is the factor which creates both positive as well as negative impact ,
therefore it is quite essential to consider social factor while doing business operations.
Some of the social factor which needs to be understand by the management team of
AstraZeneca Plc which are demographic as well as skill level of the country, education
level and many more.
 Technological factor: It is another most influential factor which have the capability to
affect the overall outcome of the company. Due to rapid changes take place in the
technology within healthcare sector, it becomes necessary for the companies to adopt

them on a regular basis so that they can face the competition and maintain long term
growth at marketplace (Çankaya and Sezen, 2019). In the present context of AstraZeneca
Plc, it is said that higher authorities need to adopt high-tech and advanced technologies
on a regular basis so they can provide high quality service to the needy people within
healthcare sector and maintain their image in long run.
 Environmental factor: Each market or country have their own environmental norms and
standards which can influence the whole profitability of the business entity in that
marketplace. It has also been identified that even within a same country, government of
the state or nation develop different laws and regulations related to the environment
safety and security. Therefore, it is necessary for the business organization to examine
these laws and legislation before entering intothe marketplace. In relation to the present
organization which is AstraZeneca Plc managers are required to examine the
environmental laws which is created by the government for maintaining the standards.
These laws assist in limiting the use of hazardous materials and chemical while doing
manufacturing and production of products.
 Legal factor: Each country have their own legal policies and frameworks which is
formulated by the government of that nation in order to protect the intellectual rights of a
business entity. For this, it becomes essential for an organization to carefully evaluate and
monitor these laws before entering into the marketplace so that it will not create any
negative impact on the competitive advantages of the company (Drobyazko, 2019). In the
present context of AstraZeneca Plc some of these laws are required to be understand by
the management team such as Anti-trust law within Healthcare sector, Copyright, patents
as well as Intellectual property law, Health and safety law and many more. This will
assist them to produce positive outcomes if all these legal policies will be considered by
the management team in an effective manner.
Industry Analysis
For the analysis of industry, Porter’s five forces model are used. Porter’s five forces model is
considered as a business analysis tool which assists for describing why several industries can
able to sustain different profitability level. This model was developed by M. porter in year 1979
for understanding how all five main competitive forces are impacting an industry. Moreover, it
also determines as well as evaluates five competitive forces which shape all sectors and assists to

ascertain industry’s strengths and weaknesses (Esenyel, 2020). The pharmaceutical industry is
one of the leading economic sectors with globally sales of above £982 billion in year 2018.
Respective sector within UK has been witnessing a decline into current years, even though the
UK is home to several of world’s growing pharma firms like GSK and AstraZeneca. Respective
country is considered as the one of the largest research and development spending across
European country. This model includes fives forces that are discussed below:
 Threats of new entrants: This forces analyses how simply; this is to enter into sector. If
sector is profitable as well as there are some barriers to enter. New entrants in sector
impact the competitive dynamics as well as required to be undertaken into consideration
during competition evaluation (Fu, Tang and Chen, 2020). So, within pharmaceutical
industry the entry barriers are higher. They face various challenges which prevent new
entrants for entering into marketplace. Firms has vital capabilities of manufacturing
which are tough to replicate, it has to safeguard its goods as well as it consistently has
large marketing budgets that is developed for protecting its brands such as AstraZeneca
Plc.
 Bargaining power of buyers: Buyers has the power for demanding low price or high
product quality from the producers of sector when its bargaining power is stronger.
Within pharmaceutical sector, buyers are patients, hospital boards, chief pharmacist and
many more. They are those buyers which may impact businesses through looking for low
prices, higher quality and effective services. In Britain, various customers buy
pharmaceutical goods in more frequent manner into small quantities. So, in respective
industry the bargaining power of buyer is low as it agrees as well as purchase
pharmaceutical goods even when the organization like AstraZeneca Plc set higher prices.
Thus, it has the advantages.
 Threats of substitutes: It is the forces that mainly threatening when purchaser may
simply identified products with eye catching costs or effective quality when buyers may
switch from one goods to other with little cost (García-Sánchez, Suárez-Fernández and
Martínez-Ferrero, 2019). Mainly, the key substitutes which pharmaceutical sector faces
are generic medicines. As generics are copies of previously patented medicines as well as
does not fluctuate from brand names. Moreover, other substitutes which respective sector

within UK faces are natural remedies like herbs and other traditional goods. So, the threat
of substitutes in pharmaceutical industry is lower.
 Bargaining power of suppliers: the strong bargaining power enables suppliers for selling
high prices or lower quality of raw material to its purchasers. It directly impacts the
profitability of purchasing companies as this have to pay above for materials. In
pharmaceutical industry, the firms under respective sector have board range of suppliers
who are important. It generally facilitates raw material which are essential for
organization’s production procedures. For instance, the packaging of drugs process
involves materials like foils which cover capsules or tablets. Moreover, various
equipments utilized into production as well as research are available from various
producers. Suppliers generally provide several products to manufacturer that moderates
pricing upon rare material as well as unique equipment. So, the bargaining power of
suppliers into respective industry is lower.
 Rivalry among existing competitors: It is the forces which has key determinants upon
how competitive as well as profitable a sector is. Within competitive sector, organization
has to compete in aggressive ways for market share that outcome into lower profitability
(Hallinger, 2020). With above $ 1 trillion into international sales, the pharmaceutical firm
may be cutthroat. The huge significance of intellectual property will outcomes into
stronger competition for higher level of staff as well as growing researcher. Moreover,
even stronger non- disclosure and non compete clause do not avoid competitive
information leak (The Industry Handbook: Pharma Industry, 2020).
Therefore, from the above industry analysis, it has been determined that pharmaceutical
industry is one of the leading economic sectors. Moreover, the threats of new entrants and
competitive rivalry are higher. On other side, bargaining power of suppliers, buyers and threats
of substitutes are lower.
Internal Business Environment
Before performing business functions at the competitive marketplace, it is said that there
is a requirement of examining internal business environment. With the help of this, organization
becomes able to understand their strength and weakness so they can formulate strategies
accordingly to grab opportunities available at the marketplace (Ioannou and Serafeim, 2019). It

has also been said that strength and weakness are internal factors which can be controllable in
nature whereas opportunities and threats are external factors which can not easily be controlled
by the management team. For examining internal business environment, it is said that SWOT
analysis is one of the most essential framework used by the management team of AstraZeneca
Plc are going to be discussed as follows:
SWOT ANALYSIS
Strength Weakness
 One of the biggest strength of
AstraZeneca Plc is that company provide
high level of customer satisfaction to their
users by providing them high quality
products and services.
 Another strength is that AstraZeneca Plc
have successful track record in order to
develop new products at the marketplace.
 Apart from this, another strength or
positive factor of the company is that they
have strong distribution network. This
will assist them in order to distribute
products and services in an effective
manner within time frame to the needy
people.
 In addition to this, AstraZeneca Plc have
strong brand portfolio which will assist
them to maintain competitive position of
the business entity at the marketplace.
 Apart from strength there are some
weaknesses which has been
identified by the management
team of AstraZeneca Plc is that
company is not good in order to
forecast product demand. This will
affect the overall performance of
the company.
 Along with this, managers or
finance department are unable to
do effective financial planning
which is one of the negative
element of AstraZeneca Plc.
 Another weakness of AstraZeneca
Plc is that profitability ratio as
well as net contribution percentage
of the organization are below the
average rate of the industry.
Opportunity Threat
 Main opportunity which can be grabbed
by AstraZeneca Plc is new technology
development at the competitive
 One of the biggest threat faced by
the pharmaceutical company
AstraZeneca Plc is that there is
high and intense level of

marketplace.
 Another opportunity is that AstraZeneca
Plc can attract new customers towards
them by using online channels where they
can sale and promote their products by
using different social media and digital
platforms.
 Along with this due to low cost of
transportation, managers of AstraZeneca
Plc can enhance their overall business
profitability.
 Also with the assistance of government,
there are new market opening for
healthcare sector or pharmaceutical
companies which assist in grabbing
opportunities available at the competitive
environment.
competition available at the
marketplace which influences the
overall functionality of the
business entity in an adverse
manner.
 Another threat which have the
capability to affect the business
functions is that there is a shortage
of skilled workforce. This will
increase the cost of skilled labor
and develop intense competition at
the marketplace.
 Furthermore, due to rise in cost of
raw materials and highly advanced
technology can create threat for
the business organizations.
Strategic Growth Choices
The Ansoff growth Matrix is one of the most effective but lesser-known strategic
planning framework used to describe an organizational growth strategies. This is a tool used by
business organizations in order to gain success at the competitive marketplace. This model
mainly emphasized on whether the growth and success is driven by new market or products or
both as well as offers detail analysis about how this strategy can be risky for the company
( Talias, 2020). Ansoff matrix define as a business development model which was first
introduced by a mathematician Igor Ansoff. The framework is based on the assumption which
says that there are two main ways in order to grow a business which is by selling new products
or by targeting new markets. With the help of combining these two elements, the Ansoff Matrix
provides four sort of strategies in order to grow business at the competitive marketplace. In
reference to the pharmaceutical company, use of Ansoff matrix are going to be discussed as
follows:

Market penetration: It is the first strategy where company sell their existing products and
services to their existing market. This is one of the safest method where the market as well as
products both remain same but the method of promotion are different (Kolk and Ciull, 2020)
Along with this, it has also been said that the managers implement some unique or additional
features in their existing products so they can grab attention of large number of customers
towards them. In the present context of AstraZeneca Plc it is said that the managers are required
to modify their products as per the needs of customers and then offer them within the existing
market. This will help them in order to grow at the marketplace within limited efforts.
Market development: If talking about market development, it refers to the strategy where
organization sell their existing products in their new market. It is the process which says that
developing new market opportunities by selling their current and existing products at new market
(Manab and Aziz, 2019). This strategy assist in developing new market opportunities which
leads towards the enhancement of market share at competitive marketplace. In the present
context of AstraZeneca Plc, it is said that the higher authorities of the company sell their existing
products at new marketplace which assist them in order to attract large number of customers
towards them in an effective manner.
Product development: It is the third strategy of Ansoff matrix where company sell new products
and services at their existing marketplace. This is done to satisfy the changing requirements of
customers as well as attracting new people towards them. This is the strategy which requires lot
of market research as in order to produce new products it is essential to examine the demands if
users. In the present context of AstraZeneca Plc, it is said that the managers of the
pharmaceutical company analyze the needs of customers and then produce new products and
services to satisfy their requirements and sell them within the existing market area.
Diversification: This is one of the most risky as well as costly strategy where companies sell
new product and service at the new marketplace. This is the strategy where managers adopt new
products and launch them at new marketplace (Shad, 2019). In the present context of
AstraZeneca Plc, managers sell totally new products to new marketplace on order to gain growth
opportunities.
According to the above mentioned analysis, it is said that by adopting market development
as well as diversification strategy managers of AstraZeneca Plc can gain growth opportunities at

the competitive marketplace. This as a result assist them in order to enhance their sales as well as
market share.
Strategic Positioning
Strategic positioning is considered as the way where organization as whole differentiate
themselves in a valuable manner from their competitors as well as delivers value to particulars
segments of consumers (Sroufe and Gopalakrishna-Remani, 2019). In order to understand the
strategic positioning of the business, the AstraZeneca Plc performs the STP analysis as it is the
model that includes three steps and assists them to evaluate its offerings as well as the way they
deliver its benefits and value to particular groups. All steps are discussed below:
 Segmentation: With the assistance of segmentation, firm may determine niches with
particular requirements, nature marketplace for identifying new consumers, communicate
more concentrated as well as effectual marketing messages. In respect of AstraZeneca
Plc, they perform segmentations basically on the basis of geography as they delivers and
operates into various places such as UK, US and others.
 Targeting: This is whole about determining the effective opportunities for utilizing the
customer information as well as insights which firms obtain during segmentation. In
respect of AstraZeneca Plc, they have some targeted marketplaces because of business
which it’s perform. Moreover, it generally targets heath care professional as well as those
who pay for healthcare.
 Positioning: This is the final step in which firms ascertain how its products are going to
be placed in front of target segment that they opt. AstraZeneca Plc is accountable for
formation of health care medicine within six different fields like Gastroenterology,
Oncology and many others. Such as Nexium, that is their huge product launched and it
targets customers as well as heath care specialists into all specialty.
Sustainability competitive advantage
Sustainability competitive advantage is considered as the key towards business success.
Moreover, this is the force which allows firms to be focused towards enhancing sales,
profitability margins as well as high consumers and employees’ retention in comparison to their
competitors (Tan, 2020). Moreover, when organization sustains profitability which exceed the
average for their sector, they possess a competitive advantage over their competitors. So, this can

be explained in more significant manner with the help of Porter’s sustainable competitive
advantage model in respect of AstraZeneca Plc are discussed below:
Porter’s sustainable competitive advantage model, in this Michael Porter determines that
there are two basic kind of competitive advantage such as cost and differentiation. A competitive
advantage exists when company become competent to provided similar benefits as rivals but at
low cost or facilitates advantage which exceed those of competing goods. So, competitive
advantage allows company or develops higher value for their consumers and profitability for
themselves. Cost as well as differentiation advantages are also considered as positional
advantage as it explains the organization’s position into sector as a leader in whichever cost or
differentiation. Along with this, a resource based view highlight that organization uses their
resources as well as abilities for creating a competitive advantage which ultimately outcomes
into higher value development. Moreover, there are various aspects that plays important role in
respective model such as:
 Resources and capabilities: As per this, for developing a competitive advantage the
company should has resources as well as capabilities which are more effectiveness in
respect of their competitors. Moreover, without this, effectiveness the rivals generally
replicate what the entity was performing (Ukko, 2019). So, in respect of AstraZeneca Plc,
resources are organizational assets that create a cost or differentiation advantage such as
scientists, medicines, clinical trials and others. Whereas capabilities are considered as the
company’s potential for using their resources in effective manner. In respect of
AstraZeneca Plc, its key abilities are they set out to encapsulate that component with the
help of silhouettes of individuals and objects. Thus, both resources and capabilities
together develop their distinctive competencies. It allows quality; innovation and other
whole of this may be leveraged for forming a cost or differentiation advantage.
 Cost and differentiation advantage: Competitive advantage is developed through
utilizing resources and capabilities to attain either low cost structure or differentiated
products (Van der BylSlawinski and Hahn, 2020). The organization such as AstraZeneca
Plc positions themselves into their respective industry by its preferences of lower cost or
differentiation.

 Value creation: The organization develops value through conducting a series of practices
which Porter determined as the value chain. Moreover, company’s own value creating
practices, they perform into value system of vertical activities along with upstream
suppliers as well as downstream channel members. So, for attaining competitive
advantage, the AstraZeneca Plc should perform one or above value creating practices in
such as a manner which develops whole value in comparison to its competitors. Such as
Nexium, that is their huge product launched and it targets customers as well as heath care
specialists into all specialty. Moreover, it formed health care medicine within six
different fields like Gastroenterology, Oncology and many others. All these creates value
and differentiate themselves from its competitors.
Evaluating strategy
This is considered as an essential tool which is utilized for evaluating how effectively the
business has performed in respect towards their objectives. Moreover, this is significant way to
reveal its achievement as well as shortcoming and is also helpful for re-evaluating their intent
through themselves that has been set at different period, under various situations. In respect of
AstraZeneca Plc, it has been determined that there are various tools that can be utilized by them
to evaluate their strategy such as porter five forces it can be identified that within pharmaceutical
industry the threats of new entrants and competitive rivalry are higher (Watz and Hallstedt,
2020). On other side, bargaining power of suppliers, buyers and threats of substitutes are lower.
In addition to this, with the help of ansoff matrix respective company able to evaluate that which
strategy is appropriate for their growth. For example: market development as well as
diversification strategy are effective for AstraZeneca Plc so that they can able to gain growth
opportunities at the competitive marketplace. Moreover, in order to evaluate the strategic
position of the business respective company utilizes STP strategy as it assists them to understand
that in what way they can able to differentiate them in a valuable manner from their competitors
as well as delivers value to particulars segments of consumers. Such as Nexium, that is their
huge product launched and it targets customers as well as heath care specialists into all specialty.
Apart from this, for evaluating the respective company strategic position, it utilizes STP strategy
as this assists them to segment as well as target the appropriate marketplace and customer which
will be helpful for them to position their services or product in effective and efficient manner.

Conclusion
As per the above mentioned information, it is said that strategic management is an on going
process which assists in guiding and supporting the business entity in order to meet the needs and
requirements of the customers. For every business entity it is essential to have follow up on the
business functions so they can identify the growth in an effective manner. It has also been
analyzed with the help of PESTLE analysis that managers are required to conduct an
investigation regarding external environment so they can understand the changing needs of
people. Along with this, internal analysis is also very essential for the management team as it
assist in knowing that whether company have sufficient capabilities or not. By doing SWOT
analysis, internal strength and weakness of an organization can easily be identified. In addition to
this, it has also been examined that for each and every business entity growth is one of the key
factor and for this by adopting effective growth strategy is quite essential. In this report, the
pharmaceutical company adopt market development as well as diversification strategy so that
they can grab opportunities from new marketplace. In this strategy the market area is new but the
products are existing which help in maintaining long term sustainability at the marketplace by
attracting new people towards them. This as a result assists them in order to enhance their sales
as well as market share. Furthermore, by doing industry analysis managers will be able to know
the present scenario of the market as well as position of the company. For instance, it utilizes
porter’s five forces model which helpful for describing why several industries can able to sustain
different profitability level. As a result, this will help them in order to formulate and develop
strategies so that they will be able to gain positive outcomes at the competitive marketplace in an
effective and appropriate manner.

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