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Market Entry Strategy for Scotts Emulsion - Case Study Example

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This case study "Market Entry Strategy for Scott’s Emulsion" focuses on the entry of the UK firm GlaxoSmithKline (GSK) with their product Scott’s Emulsion in the Bangladesh market. GSK’s strategy of business expansion is mainly based on their ability to increase their operational practices…
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Market Entry Strategy for Scotts Emulsion
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Download file to see previous pages Analysis of GlaxoSmithKline: SWOT
Strengths: GlaxoSmithKline is one of the biggest names in the global pharmaceutical industry and is counted among the top five pharmaceutical companies (About us, GSK.com). They are also highly involved in the Research and Development investments which provide them the edge in the innovation of products. They were also awarded the Chemical Industry Manufacturing and Resource Efficiency Award increasing their brand value and brand equity in the international market (Lowson 26-34). They have a high international presence with operations being conducted over 100 countries around the world and have a direct employee base of almost 98000 employees (GSK, “About us”).
Weaknesses: The primary weakness of GSK is regarding their brand image. Controversies relating to the composition and safety of drugs hamper the organizational brand equity in the overseas and domestic markets (Drummond, Ensor and Ashford 113-136). GSK products have also sued for patent expiry cases which reduced the value of their international holdings considerably.
Opportunities: Globalization has created a better platform for business firms to engage in overseas business. GSK already has a large network for markets can focus on creating mergers and acquisitions for enhancing their brand value in the market (Drogendijk and Hadjikhani 94). On the social sphere also, people are more concerned about their health care, needs and requirements that are increasing the scope of operations for GSK (Drummond, Ensor and Ashford 113-136). Most of the third world countries are also approving of FDI for strengthening the internal social care prospects of their country. GSK is one of the top players in the healthcare and pharmaceutical industry can contribute to improving the healthcare sector of these markets (Lowson 26-34).   ...Download file to see next pagesRead More
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