Week 22 ( 14.9.07)

Learnt

Aim of strategy - to create and maintain a Sustainable Competitive Advantage (SCA)
SCA - is something Pfizer can leverage in the marketplace that cannot be easily duplicated by a competitor ie product patent, control of raw materials, unique brand image, control of distribution channels etc

1. Market Leader - first position in the market - strategy used to keep its position is a defense strategy. They can set the pricing levels in the market, and followers follow the leader
2. Followers - second position in the market; strategy used is attack!
3. Nichers - third position; strategy used- by flanking into an unoccupied area, entering into small, less well-served markets
4. Guerillas - fourth position - break all existing rules and regulations set up by the leaders and followers and work to satisfy the customer

Unlearnt

Initial thought of there is only defense and attack strategies. Now learning there is also nicher strategies and guerilla strategies (hit and run attack).

Relearn

One of the strategy which i'm going to apply to gain more of Celebrex market share in PH is attack strategy. Celebrex are currently in the 2nd position base on IMS market share versus Arcoxia the market leader. In order to do this, I need to find out the weakness in Arcoxia and attack at that point.

One of the main sustainable competitive advantage for Celebrex over Arcoxia is Celebrex is endorsed by FDA for safety approval but not Arcoxia. With this, my sales force must be confident not only to share on the drug effectiveness but on the safety which is one of the main criteria both clinicians and patients need.