International operation and competition study of GlaxoSmithKline plc Essay

International operation and competition study of GlaxoSmithKline plc - Essay Example It is critical to increase the accessibility of the different pharmaceuticals and medicinal drugs manufactured by various countries across the world. Therefore, the international marketing processes followed by the companies in the global pharmaceutical industry and the analysis of the pharmaceutical industry are important aspects of the pharmaceutical industry landscape across the globe. The commercial success of the pharmaceutical company depends on reaching more number of customers and ensuring innovation of new medicines and other pharmaceuticals. Therefore the international marketing process of this giant company in the pharmaceutical industry is an interesting and challenging topic for studying. The aim of the study is to evaluate and assess the competitive and operating situations of GlaxoSmithKline plc. This study includes identifying and analysing the various challenges faced by the pharmaceutical company in its international marketing and operational processes. The different types of barriers and opportunities in the external environment of the company and the potentials and capabilities of the company are studied. Also, the various strategies followed by GlaxoSmithKline plc. to increase a diversified business across the world and to maintain sustainable competitive advantage in the changing global scenario are identified and analysed. The report is prepared with the aim to understand the international competitiveness and the global challenges and opportunities in the marketing processes of GlaxoSmithKline plc. Therefore the analysis of the macro environmental factors and the competition levels is done by the use of various popular tools like Michael Porter’s five forces, PESTEL analysis and Porter’s Generic Strategy. These tools have been implemented to understand the global competitive levels in the pharmaceutical industry and the impacts of these factors