Gsk Case Study

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CASE STUDY: GSK (GlaxoSmithKline)

• Do you think that we should prevent pharmaceutical firms applying for patents?
• Selling drugs online has become a common practice. Do you believe we should go further in this direction?
• Is the wave of M&A beneficial for clients in the pharmaceutical industry?

Question 1: Derive three opportunities and three threats for GSK by first making the PESTEL analysis of the macro-environment surrounding the pharmaceutical industry.

PESTEL analysis of the macro-environment surrounding the pharmaceutical industry:
As a reminder:
Macro-environment: PESTEL
Industry (or sector): 5 forces of Porter + Life cycle

1. Political
2. Social
3. Environmental
4. Economic
5. Techonological
6. Legal

Ageing population: need more drugs
Better informed customers: Firms should give more information, because when you’re sick the first thing you think of doing is looking up on the internet. Firms have to work on their communication
Social responsibility: related to medications that are meant to cure people. How much money should be made from drugs that are saving lives? At which point should firms renounce to their huge benefits?
Importance of emerging markets: some regions in Asia
More: New industries for new diseases, geographical differences (some countries don’t have money to spend on drugs)

Globalisation: market is going global concerning drugs and pharmaceutical products
Wave of M&A: correlated factor with globalisation
Different required capabilities of each category of drugs: ethical drugs, OTC, generics, biotech, vaccines
Conterfeit medicines: possible to buy it online

Uncertainty and complexity of the R&D process (Creating new pharmaceuticals. It takes 10-15 years on average for an experimental drug to travel from the lab to…...

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