"Certificate in Professional MarketingM MCIMMembership # - 3Organization summaryOrganization Name:Pfizer pharmaceuticals Type of organizationThe organization selected is a multinational company – Pfizer Pharmaceuticals. The organization is atthe forefront in the pharmaceutical sector. The Minipress XL is one of the key products in the arsenalof range of products that are within the product category of Pfizer Pharmaceuticals. Theorganization is a MNC (Multi National Cooperation) that is headquartered in the US, and has itsoperations throughout the world. Range of products and services providedThe product range includes a range of key pharmaceutical brands that are being distributed with theuse of sales professionals. The process of distributing to pharmacies has been carried out by salesprofessionals. The use of prescription driven approach for convincing for the issuance of prescriptionhas been carried out by key professionals, to deliver the set requirements. CompetitorsThe company competes with major innovators whom invest great amounts of money on R&D. Theuse of competitive platforms has become a major cause of concern in an industry that is significantlychallenged with a variety of competition. The entering of different markets and segments hascompetitively challenged the propositions that had been presented. The turnover is on the rise, where theoverall increase year on year is at anapproximate 20%. The turnover numbersare determinant of the growth potential forthe business. The organization operates inthe Sri Lankan market with 12 individuals. The roles played by the sales team issignificant in the local marketing andoperations processes that are carried out. The sales team includes primary sales men to the chemists, while a doctor detailing team is presentin the market to carry out the operations. The sales information provided in the diagrammaticinformation in the figure on the right, highlights thehighest selling drugs – Minipress. The other secondarybrands have contributed to additional sales. However, compared to leading brands such as GSK andHaleys in the pharmaceutical trade, the competitionhas faced stiff brand competition in the local markets.Page 2 M MCIMMembership # - 3The competitive threats have impacted the local market significantly. The price based competitionfrom generic drugs, while heavy investment on Dr. detailing has not only impacted the overallcompetition, but all the competitive capability of Pfizer in the brand segment. Page 3 M MCIMMembership # - 3Cross functional relationshipThe cross functional relationships are the most significant. Where the relationship between the crossfunctions are most important. Department DescriptionMarketing The marketing department has the holistic responsibility of the branddepartment development, and market acceptance for the product.Operations Manages the operations and delivery of the pharma products over.R&D R&D has to be product innovations that are new to the market. For examplePfizer is famous for launch of Viagra, and new innovative products. Finance Managing the overall finances and provides for innovative tools in managingfinancesIT Specific IT applications to derive better results, by participating on therequirements. Page 4 "