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The GlaxoSmithKline Company - Case Study Example

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GlaxoSmithKline Company is a company that is based in Britain and it deals with healthcare, biological products together with the pharmaceutical products. The company is also research based and it has a very wide portfolio of the pharmaceutical products which cover the CNS, anti-infectives, respiratory as well as the vaccine products…
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The GlaxoSmithKline Company
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Download file to see previous pages The company has had strategies which aim at meeting the needs of the consumers both locally and internationally. However in the international markets GlaxoSmithKline Company adapted various strategies which take into account the cultural backgrounds of the consumers, the consumers buying habits and also the consumer's levels of their personal disposable income.
This has enabled the company to further deliver a well tailored program for its marketing mix globally to suit the needs of the consumers. Unlike its domestic marketing mix GlaxoSmithKline Company which is a global player has adapted their product as well as their marketing mix strategy so as to meet the needs of the global customers. The standardization strategy for this company helps it in reducing its costs and this is because it thinks global thus helping it in establishing itself in the foreign markets. (GlaxoSmithKline Company 2007)
On the other hand the domestic marketing mix of the company focuses on strategies that would help in meeting the needs of the local and also regional consumers. This does not require a lot of input as it does in the international markets. ...
The company highly emphasizes on advertising its products globally and its strategies to achieve their advertising goals ensure that the issues of the language barriers are well taken care of. Similarly the company in its international promotion strategies ensures that their advertising messages are not offensive in any way to the residents of the other countries.
In its international promotional strategies GlaxoSmithKline Company takes a lot of concern in the level of the media development in various countries. The company has further adapted a strategy of adapting its advertising messages to the international markets so that it can successfully meet the demands of the consumers. On the other hand in the domestic marketing mix the company has adapted the domestic promotional strategies and it does not have to lay a lot of emphasis on the language barriers as in the case of the international marketing promotional strategies.
International pricing strategies
GlaxoSmithKline Company has also adapted some international pricing strategies which has eased the international pricing difficulties. It puts into considerations factors such as the fixed and the variable costs, the company's objectives, the competition, the proposed company's positioning strategies as well as the target group and the willingness of the consumers to pay for the products. Similarly the company in the international pricing strategies makes considerations on the cost of transportation and it also looks into the import duties or even tariffs that could be levied on its products as they are sold on an international scale. (GlaxoSmithKline Company 2007)
On the other hand the company makes considerations on the incomes of the international customers ...Download file to see next pagesRead More
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