Strategic Analysis of Global Pharmaceutical Industry and Mars and Nestle

Strategic Management in a Global Context: Coursework assignment
Case Study Analysis
Case 1: The global pharmaceutical industry: world saviour or loathed pariah? [pages 549 - 560 of the 13th Edition]
Case 2: Mars' and Nestlé's diversification into veterinary clinics [PAGES 644]. [pages 644 – 651 of the 13th Edition]
This case studies can be found in the case study section of the 13th Edition of the prescribed reading. You can access this using the link on Moodle in the Resources section.
Whittington et al (2020) Exploring Strategy: Text and Cases 13th edition
This assessment contributes 90% of your final mark for this module and you are required to analyse two case studies on the global pharmaceutical industry and Mars' and Nestlé's.
When answering the case questions below only use information the global pharmaceutical industry and Mars' and Nestlé's.contained in the case study. Your marks will be penalised if you use information on the company from alternative sources as it is your assessment of the case information provide which is being assessed.
You are to answer the questions in a report format. Hence, your report should consist of executive summary, table of content, headings, subheadings, tables and figures, and reference list. Avoid bullet points.
Questions
1. Drawing on your knowledge of the PESTEL model, analyse the external environment facing global pharmaceutical industry and identify the key external factors which impact on the company. (15%)
2. Using Porter’s Five Forces framework, analyse the attractiveness of the global pharmaceutical industry. Support your analysis with evidence from the global pharmaceutical industry case study (25%)
3. Using Porter’s Generic Strategies, analyse the competitive strategy employed by Mars and Nestlé. Support your analysis with evidence from the case study. (25%)
4. Using the Ansoff’s matrix, analyse the direction of growth that Mars and Nestlé has undertaken to grow their business. Provide recommendations for the firm's future growth. (25%)
Mark allocated for the presentation of analysis, use of case evidence and conclusions.
(10%)
Guidance notes
The assessment feedback sheet provides the marking criteria for the overall case analysis. Adjust the length of your answers to reflect the % weighting allocated to each question. Remember that in writing your solution to the questions you must not describe what the case says but use the concepts to analyse the information and use the evidence/facts in the case to support your analysis.
To answer question 1 you need to review the PESTEL framework (Units 1 and 2). Specifically, the external political, economic, social, technological, ecological and legal trends that could impact the future of the Pharmaceutical Industry. At this stage, do not focus too much on how various players have managed to protect their strategic position because this requires an analysis of its internal capabilities and how they are utilised to establish a position in the industry which you are asked to discuss in question 2.
To answer question 2, you need to review Porter’s Five Forces model (Unit 2). Specifically, the five forces which enable you to determine the overall attractiveness of the global pharmaceutical industry within which the key players of the global pharmaceutical industry operates.
In question 3, you need to review Porter’s Generic Strategies framework (Unit 4). Specifically, you will need to examine the competitive strategy that Mars and Nestlé has employed to position itself against its rivals and to create value. Amongst the various options outlined by Porter’s Generic Strategies are cost leadership and differentiation strategies.
Question 4 focuses on how Mars and Nestlé have used their capabilities togrow the business. You are asked to focus on the options in Ansoff’s matrix which are explained in your textbook and in Unit 5. The options include market penetration, market development, product development and diversification. You also need to make recommendations on how Mars and Nestlé should use their existing capabilities to implement future growth options.
In questions 3 and 4, you can make use of figures in your answer, especially to describe the relevant frameworks.
Assessment presentation information
As you prepare your case analysis there are a few other points you must take into account:
• A case analysis is not a conceptual explanation or discussion so do not spend too much time on conceptual explanation, instead your focus should be on how the concepts are used to analyse the case events and reach evaluative judgments.
• Always draw on evidence from the case to support your analysis and conclusions. Using evidence without analysis will amount to describing what has happened in the case and will not gain many marks.
• It is critically important that if you use quotes from the case or academic texts, you do so selectively and they must be placed in quotation marks and referenced appropriately.
• You should answer the questions in terms of the information presented in the case up to the time of publication. You are not required to go beyond the case end date since your analysis and judgement are being assessed at this point, not in the light of subsequent events. As a result, you should not include references on the pharmaceutical industry and Mars and Nestlé from sources other than those contained in the case.
Word Limit:
Word Length: 4000 words +/- 10%
The word limit excludes appendices and reference list. Please note that late submission will be penalised unless a valid extension has been agreed with the module leader. Submissions in excess of the above word limit will also incur penalty. Assignments submitted after the above time will be ‘capped’, i.e. subject to a maximum mark of 40%. Submission after one week will be awarded a zero mark. However if you think you have a valid reason for late submission you should contact your module leader to instigate a Mitigating Circumstances procedure where you will be asked for documented evidence of reasons for lateness and your case will be considered by the Business School’s Mitigating Circumstances Board.
Appendices can be a useful to provide additional information from your analysis provided that the key points are incorporated into the main body of the answer text.