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MARKETING MANAGEMENT

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1. Introduction

Success of any business lies in the marketing strategy of the respective company that helps to increase competitive advantage, sustainability and the most important thing, the customer outcome. Various companies have used their own and some traditional marketing strategy in order to know current market demand and future production pattern. In order to perform these planning and analysis, the marketing manager of an organisation plays the most significant role. However, this marketing also involves the sales in which a company places their products on the market and directly to the customers before other companies approach. Many aspects of market such as time, region, competitors and current trends influence on the marketing strategy that an organisation is making. On the other hand, the marketing is not oriented with any product; it also refers to the servicing standards which impact on their revenue, reputation and competitive advantage of concerned business organisation. In the current report, a systematic analysis has been conducted for Sanofi Pharmaceutical Company of Australia and has analysed the current marketing strategies of the company.

2. Findings

Issue 1: Background of the company

The Sanofi Pharmaceutical Company has been founded in 2004 in Australia and New Zealand. In 2013, this company has become the fifth largest selling pharmaceutical company in the world and has become a multinational company. The operation marketing and the income is about 6.534 billion AUD in 2016 by their seven major therapeutic products such as Vaccines (Sanofi Pasteur), thrombosis, oncology, internal medicines, diabetes and medicines of central nervous systems. However, in the initial period, the company was a subsidiary of French petrochemical company and Aventis suffixed the name of the company. Along with the pharmaceutical products, the company is also providing some healthcare services to the customers and in different hospitals in Australia. The most effective product of the company is the medications of both type-1 and type-2 diabetes.

It has been noticed that the company consists of 1000 employees and the company has a technology supporting state-of all-art excellent manufacturing facilities and laboratories inside the company (sanofi.com, 2018). This affects the productivity improvements of the company and it has become one of the leading healthcare production companies in Australia. Along with this, the company has a very strong history of innovation that is based on collaboration and partnership. Along with this, tremendous market innovation has been conducted by the company with their innovative product is Sanofi Pasteur. It increases almost 36% customers in 2013 in which the largest production was the influenza vaccine (sanofi.com, 2018). Each production is customer focussed and they have taken an approach to access-by-all healthcare facilities .

Mission statement

 

The mission of the company is to deliver the positive impact of everyday life with encouraging better health and wellbeing by their innovative production.

Value statement

 

Being a leading pharmaceutical company the company has recognised their responsibility and they focus on providing transparency in order to create an effective healthcare servicing company.

Production

 

The Sanofi Pharmaceutical Company of Australia is always promoting a market innovation and as it is a continuous process, the customer outcome is variable. According to Abe (2015, p.201), in case of a product based company the up-gradation and quality maintenance is necessary which affects the sustainability of the concerned organisation. In case of Sanofi also, there are seven major products are responsible for their huge acquisition of customers of Australia. The most significant product is the Sanofi Pasteur that provides a number of vaccines such as Influenza, Hepatitis, and others. On the other hand, another effective medication is innovated for diabetes patients. Further, in late 2007, they have innovated medications for both Diabetes-1 and diabetes-2. Along with these, the company has also promoted various medications for central nervous system, internal organs and many more (sanofi.com, 2018).

On the contrary, another customer-focused production innovation has been conducted by the company and can be rather called a service innovation. The company has taken this collaborative approach known as Sanofi and Symbion Hospital Services (SSAVE). With the help of this project, the company has also increased their revenue up to 301000 AUD.  However, Alshurideh (2016) argued that every market or product innovation require the branding and advertisements. Thus, in case of the Sanofi Group, the branding and advertisement strategy is also very effective in propagating their business in Asia-Pacific region. They have also donated a huge amount of vaccine and other medication to the Nepal Earthquake disasters (sanofi.com, 2018). Thus, the three major three products of the Sanofi Group are the Prescription medicines, Vaccines, and Consumer Healthcare.

3. Analysis

Issue 2: 5C analysis

a. Company:

The main advantage of the company strategy is their product innovation. Since the Sanofi Pharmaceutical was a small subsidiary company of a big petrochemical production based company, they had established their business in the Asia Pacific region especially in Australia and New Zealand. According to Ascarza et al. (2018, p.65), in order to establish a company the competitive analysis should be performed. Thus, in case of this company, it has been effectively carried out. They have become fifth largest production based company on the global scale.

b. Customer:

The customer outcome of the company is the major strength that affects their revenue. According to Büyüközkan et al. (2016, p.437), increased revenue of a company provides a rapid competitive advantage and sustainability in the marketplace. It has been noticed that with the help of increased number of customer outcomes, the revenue of the company has increased up to 10.3 billion AUD in 2017. On the other hand, Chernev (2018, p.78) argued and commented that, with the help of branding and advertising strategy a company can retain and increase a huge number of potential customers. This aspect has been noticed in the company and they have contained 3.6 million potential customers in Australia.

c. Collaborators:

After propagating the business of Sanofi Pharmaceutical Group in Australia, the company has started a collaborative approach. The company has taken this collaborative approach known as Sanofi and Symbion Hospital Services (SSAVE). As opined by Huang et al. (2015, p.326), a company needs to promote various stakeholders in order to increase their revenue and lower the market risks. Kerr and Patti (2015, p.317) supported on this argument and commented that with the help of proper stakeholder management a company can eradicate the negative customer motivations and manage the risk of revenue loss.  In order to collaborate with various healthcare centres, hospitals, and medicine companies the company has developed different strategies.

d. Competitors:

However, the company is having a tremendous pressure of competitive rivalry due to the presence of a number of leading healthcare and pharmaceutical brands. Among the rival companies, the 3M Pharmaceuticals, Abbott Laboratories and Acadia Pharmaceuticals can be named who provides massive market threat to the company. According to, Maldonado et al. (2015, p.740) competitor analysis are helped to know the external environment of a company and with the help of this, the upcoming market strategies can be planned.

e. Context:

As stated by Miquel-Romero et al. (2014, p.667), the context or climate is both internal and external factors that effect on the organisational growth, customer outcome, sustainability, and innovation strategy. In case of Sanofi Company, the most significant threat is provided by the legal obligation of the Australian government on the application and trial of medicines on human beings and animals. As per the policies of Therapeutic Goods Administration (TGA), various medication companies trial their medicines on animals that has been controlled by the respective associations. This has put boundaries on the revenue of the company. 

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