Pfizer, Inc. Animal Health Products-A (Market Segmentation and Industry Changes); A Case Digested for Academic Study Purposes (a case written by: Jakki J. Mohr, University of Montana, 1999)

Pfizer Company is a world renowned manufacturer of pharmaceutical products not only to animal health care but for human health care as well.  The case of Mohr (1999) will focus more on the business side of Pfizer animal health care.  

Pfizer animal health care division is investing more to its core operational advantage of R&D affecting to the quality and marketing management of the products.  The brief background of the company started way back 1849 where they started their pharmaceutical business that until this present time the company can still send the message that they are still one of the companies who dominates the market by acquiring some of the smaller pharmaceutical companies like Warner Lambert, Pharmacia, and Wyeth.   In the case of Pfizer’s animal health the writer will further discuss the detailed analysis of the case accordingly.

PFIZER LOGO EXPLAINED:

Pfizer logo is from the family name of the founder Charles Pfizer with Charles Erhart 1849.

CORE MARKETING STRATEGY:

Pfizer company is using the marketing segmentation strategy in segregating their market for animal health care products. As to the main office’s marketing segmentation conclusive analysis, various regional animal health care segments around the globe will vary according to the culturally motivated way of traditional herding management.  To some parts of the globe the accepted market segmentation of Pfizer is not congruent to the specific market definition.

ACTUAL RESEARCH FINDINGS:

The actual research findings of the various regional company representatives contradict with the segmented products in the main production site.   The actual input from a rancher for example from one part of the world will be totally different definition from another part of the world.  Findings show that livestock farmer’s practices differ in different regions of the globe.  And as to Pfizer Company who is operation globally, complications in defining the different market segmentation for production specification will result to an enormous amount of data feeds that will create confusion to the production division.

USE OF INFORMATION FROM HERD MANAGEMENT:

The segregation of information from the direct data information feeds from the farmers creates a gleam of hope in managing the products and product definition of Pfizer’s animal product division.  Associations of livestock farmers around the world are being contacted to simulate the program of defining the right specifications of the medical products being created in the main production site.

POSSIBLE PROBLEM DEFINED:

Granting that Pfizer animal division is conducting research for segmenting their market globally, do you think the outcome of the research from the different regions will synchronize the whole program of Pfizer?

If the program of segmenting the livestock farmer’s opinion globally will not address the core problem of product specification problem, what is the next solution?

Can centralized research of Pfizer is helpful to the program or the company must decentralize their research operation by regions?

CONCLUSIVE IDEAS:

The fundamental motive of Pfizer Animal Division is to gather information around the globe in order to address the problem of segmenting the market in relation to the production of their goods.  Though an intensive research program will create a costly activity for the division but on the other hand the company can accumulate information that will address the problem not only in a general way but rather to a more acute investigative presentation of the various regional segmentation problems.