CONTENTS
INTRODUCTION Page 2
SECTION A Page 3-20
1) The nature of competition: analysis Page 3-11
1.1) Market structure Page 3-7
a) Market definition Page 3
b) Market value Page 3-4
c) Segmentation Page 5-6
d) Competitors Page 6-7
1.2) Pharmaceutical pricing/cost (Dr Freeman explanations) Page 8-9
1.3) Research and development Page 9-11
2) Nature of the risks and strategies Page 11-15
3) S.W.O.T analysis Page 15
4) Advertising/product Page 16-18
SECTION B Page 19-23
5) Calculation Page 19-21
a) Demand curves Page 19
b) Price and output value Page 19-20
c) Upper and lower limits Page 20
d) Total profits and profits per box Page 20-21
e) Diagram and explanations Page 21
6) Rhincort Page 21-23
a) Tree diagram Page 21
b) Expected values Page 22
c) Re-adjustment Page 22
d) Strengths and weaknesses Page 23
BIBIOGRAPHY Page 24
Introduction
AstraZeneca was formed on 6 April 1999 through the merger of Astra AB of Sweden and Zeneca Group PLC of the UK.
It is one of the top ten largest pharmaceutical companies in the world.
It employs 64 000 people all over the world including 11 900 people in R&D and 15 000 in production.
It has 30 manufacturing facilities in twenty countries.
AstraZeneca produce drugs for seven healthcare areas:
? Cancer,
? Cardiovascular,
? Respiratory,
? Central nervous system,
? Gastrointestinal,
? Pain control,
? And infection.
Astra Zeneca's sales for the fiscal year ended December 2004 increased 13.7% to $21.4 billion. Net income increased 25.6% to $83.8 billion.
This case study is based on the Datamonitor Report 2005.
Sectio ...