Marketing Plan of Getz Pharma Submitted By Muhammad Adeel, Danish, Abdul Basit, Abdul Raheem, Muskan Baig Submitted To Sir Syed Muhammad Haris Hayat Submission Date 26-May-2023 Introduction • Getz Pharma is a specialized pharmaceutical company involved in manufacturing, laboratory testing, and marketing. • Offers a wide range of quality products at affordable prices. • Trusted brand in Pakistan and approved by the World Health Organization. Industry Background • Getz Group founded in 1852, started marketing food products and medicines in China and India. • Getz Pharma established in 1995, now operating in over 25 countries. • Getz Group distributes various products across 50 countries. • Vision Statement Getz Pharma aims to become a top ten company in every region it operates. Mission Statement • Develop, produce, and market safe, effective, and quality medicines and healthcare products. • Improve the health and quality of life of individuals. Core Values • People, culture, and systems are the basis of Getz Pharma's services and quality. • Respect for individuals, business associates, and clients. • Embrace technological advancements while ensuring environmental safety. SWOT Analysis Strengths • Highly skilled workforce capable of developing high-quality products. • Positive and innovative working culture. • Effective systems supporting operations. • High revenue-generating products like Risek and Nexum. Weaknesses • Limited distribution channels. • Dependence on third-party suppliers. • Limited presence in certain therapeutic areas. • Limited brand recognition outside main markets. • Lack of diversification in manufacturing facilities. Opportunities • Expansion into new geographic markets. • Increased investment in research and development. • Digital transformation to improve customer engagement. • Vaccine production to capture a larger share. • Strategic partnerships and collaborations. • • • • • Threats Intense competition from local and international pharma companies. Increasing regulatory pressures. Government price control. Economic and political instability. Cyber security threats. Porter's Five Forces Model • Framework to identify and analyze competitive forces shaping an industry's profitability. Porter's Five Forces Analysis for Getz Pharma 1. Threats of New Entrants: Low due to high capital investment and strong market position. 2. Bargaining Power of Suppliers: Moderate, but Getz Pharma can switch suppliers. 3. Bargaining Power of Buyers: Low due to fixed prices and limited discounts. 4. Threat of Substitutes: Low due to strong brand reputation and effective market strategies. 5. Intensity of Competitive Rivalry: Low with a high market share and product range. STP (Segmenting, Targeting, and Positioning) • STP process helps marketers implement effective marketing strategies. STP Strategy of Getz Pharma • Segmentation: Demographic, geographic, and psychographic segments. • Targeting: Healthcare professionals and institutions. • Positioning: Cost-effective and therapeutically effective drugs, consistent quality. • • • • • Conclusion Getz Pharma has established itself as a reputable pharma company. Strengths in skilled workforce, positive culture, and effective systems. Revenue-generating products and market challenges in specific areas. Opportunities in new markets, research investment, digital transformation, vaccines, and partnerships. Threats from competition, regulations, price control, economic/political instability, and cyber security. Recommendations • Utilize industry reports and reliable publications for additional information. • Establish goodwill and arrange meetings with key personnel for primary data. • Conduct interviews outside the organization to gather relevant information. Reference 1. Getz pharma (2023). Corporate heritage and history, may 14, 2023 from http://getzpharma.com/about-us/history/ 2. Getz pharma (2023). Corporate heritage and history, may 14, 2023 from http://getzpharma.com/about-us/history/ 3. Getz pharma (2023). Vision and values, may 14, 2023 from http://getzpharma.com/about-us/vision-values/ 4. Getz pharma (2023). Vision and values, may 14, 2023 from http://getzpharma.com/about-us/vision-values/ 5. Teoli D, Sanvictores T, An J. SWOT Analysis. 2022 Sep 5. In: StatPearls [Internet]. Treasure Island (FL): StatPearls Publishing; 2023 Jan–. PMID: 30725987. 6. Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
