Pfizer Animal Health Essay -- Business Marketing Case Study, solution

Pfizer entered the animal health industry in the early 1950’s. Today, Pfizer Animal Health products are sold to veterinarians, livestock producers, and horse and pet owners in more than 140 countries around the world and used in more than 30 species. Pfizer Animal Health is committed to providing high-quality, research-based health products for livestock and companion animals. The company continues to invest more in research and development than any other animal health company. This offers opportunities for substantial growth and internal synergy. Pfizer has more new animal health products in its research pipeline today than at any other time in its history. Their products include anti-inflammatory, anti-infectious, and anti-parasitic pharmaceutical medicines, vaccines and feed additives. These products are used by cattle, swine, and poultry industries, as well as, veterinarians serving both the livestock and pet markets. The animal health segment of Pfizer accounts for approx imately 10% of their total revenues. ) Pfizer Animal Health revenues were $1,314 million in 1998. Some of Pfizer’s top selling animal health products are Rimadyl, Anipryl, Dectomax, and RespiSure.   Ã‚  Ã‚  Ã‚  Ã‚  The animal health segment is served in manufacturing by the 35 production plants around the world. Their products are sold through veterinarians, drug wholesalers, retail outlets, distributors, and directly to users. Animal Health gross revenues declined 1% to 1.3 billion in 1998. (Note Appendix:) This decrease is due to continuing weaknesses in the U.S. livestock market, the poor Asian economy, and the unfavorable effects of foreign exchange. This decline was offset by growth of Pfizer products; the cattle endectocide Dectomax, the canine anti-arthritic Rimadyl, and the swine vaccine RepiSure. Pfizer is among the leading suppliers of companion animal vaccines, a $500 million market worldwide. They have over 43 animal health product candidates in clinical development. Pfizer’s Animal Health markets several feed supplements for large animals. Feed supplement product sales slowed in 1998, due in part to regulatory issues, market conditions, and competitive pressures.   Ã‚  Ã‚  Ã‚  Ã‚  Pfizer’s goal for both its business units is to meet the needs and exceed the expectations of all their customers. They achieve this with ongoing innovation through state-of-the-art research and development, ... ...s small, medium, large, and extra large coolers to accommodate shipments ranging in size.   Ã‚  Ã‚  Ã‚  Ã‚  Government regulations are a large threat to our company. In December 1998, the Council of European Agricultural Ministers voted to ban the use of Pfizer’s antibiotic feed additive, STAFAC, throughout the European Union. It is regulations like these that can stunt our sales growth in both of our business segments. FDA requirements and reviews have increased the amount of time and money necessary to develop new products and bring them to market. Our international businesses are subject to a number of risks that are inherent in carrying on business in other countries. Some government-imposed restraints may include laws on pricing or reimbursements for use of products.   Ã‚  Ã‚  Ã‚  Ã‚  Another threat to Pfizer’s Animal Health segment is competition. Principal methods of competition in this marketplace vary depending on the particular product, but are mainly: product innovation, service, price, quality, and effective promotion to veterinary professionals and consumers. Pfizer is the leader in the animal health industry today. Some of their main competitors are Merck, Alpharma Inc, and Wingo Inc.