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Analysis of pharmaceutical company Glaxo Smithkline in Brazil

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  1. Introduction
  2. Analysis
  3. Marketing strategy
  4. Marketing mix
  5. Conclusion

The pharmaceutical sector is an economic sector which includes various activities like research, manufacturing activity, and commercialization of drugs for general medicine. Globally, this sector is the largest and most profitable from an economic stand point. There was a strong growth of the pharmaceutical market between 2000 and 2005, with a growth of +60%.

Since 2006, the market has stabilized with a growth of 4%. GlaxoSmithKline is one of the largest producers worldwide in the pharmaceutical field, in public health products or vaccines. Its research activities, production and sales are distributed in 116 countries. GlaxoSmithKline's headquarters is located in Great Britain, but most operations are performed in the United States. GlaxoSmithKline employs more than 100,000 people in 116 countries.

The story of GSK began in 1715 with the creation of the Plough Court Pharmacy. The precursor of the pharmacy is Allen & Hanbury Ltd. It was created in London by Silvanus Bevan.

In 1830, John K Smith opens the first pharmacy in the United States, based in Philadelphia. His brother George joined him in 1841 to form John K Smith & CO. In 1842, Thomas Beecham launched The Beecham's, while in 1865, John Mahlon Kline joined Smith & CO K. The company is then renamed Smith, Kline and Company in 1875. In 1873, Joseph Nathan makes a market society, the basis of future Glaxo Company was founded in 1906.

In 1947, the Company Glaxo, now Glaxo Laboratories since 1935, is entering the stock market in London. In 1989, Beecham and SmithKline merged to form SmithKline Beecham . The merger will become the thirdglobal pharmaceutical company in 1994. In 1995, Glaxo Wellcome makes an appearance following the merger of Glaxo and Wellcome. It was not until December 27, 2000 that GlaxoSmithKline was formed through the merger of Glaxo Wellcome and SmithKline Beecham.

GSK currently happens to be the second largest global pharmaceutical company with 5.3% (2008) shares of the global pharmaceutical market and a turnover of 32.4 billion dollars. GSK Pfizer is just behind with 6.4% market share and revenue of 39 billion dollars.

GSK has different pharmaceuticals and covers: vaccinology, pulmonology, diabetology, neurology, virology, oncology, anti-infectives, metabolic disorders. In addition to its pharmaceutical products it develops products called "Consumer Healthcare" that include non-prescription drugs, or products known as oral health, plus nutritional supplements. It is interesting to note that this wide range of products from GSK is carried out by 34,000 people at 80 manufacturing sites across 37countries worldwide.

GSK's primary mission is to improve the quality of life for every human being, that it is more active, make him feel better and live as long as possible
Improving health care is an important element for the company because the quality of care implies a better quality of life. GSK aims to be attentive to the needs of patients. Apart from the effectiveness and safety of a drug, the pharmacy giant would like to ease the use of the drug.

GSK employees all have the goal of improving the quality of life and they do it by respecting some of the values that are divided into eight key elements that constitute the "GSK Essentials".

Tags: GlaxoSmithKline history of the company, GSK essentials, GSK in Brazil

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