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Essay / Research Paper Abstract
This 12 page paper is based in a case study supplied by the student. Pfizer is marketing animal drug profits, such as vaccines and antibiotics, but the segmentation system they are sing was design many years ago. The paper considers why it may be time for this to be change, how it can be changed and suggests a new approach to marketing based on the company's core competences and the new market segments. The bibliography cites 5 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEpfcattle.rtf
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Unformatted sample text from the term paper:
sold directly to the herd owners, but often through veterinarians and the company needs to manage the time spent with the herd owners to maximise the level of business that
is procured. The segments have been broken down into herd size, it may appear that this is a common sense approach as larger herds may need a larger supply of
drugs. This would be true where there are herd where there are active vaccination programmes. This is likely to be all herds as this was the one factor that the
herd owners all agreed the purchasers would ask about. The company are also developing and selling other drugs, such as the antibiotics for conditions such as pneumonia. The larger
herds are also likely to be larger consumers of these drugs when they are needed due to the requirement to treat the whole of the herd. This segmentation could
be used as more than simply targeting the larger herds, the segmentation into three areas also allows for the different needs of the herd owners to be targeted. For example,
the traditionalists and the hobbyists ate both likely to know their cattle in more detail and have a more personal relationship with their herd. This is also where there may
be different values. We have seen with the larger business there is a desire to control the inputs and the outputs in cost effective terms, but the same level of
understanding and knowledge of each cow or calf does not exist. This may allow for marketing to these groups in a manner that appeals to this different characteristics. If
we segmentation as a way of dividing up a market into a market where there are common characteristics than this may be argued as an effective way of dividing the
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