Strategic Management and Global Pharmaceutical Industry

Topics: Strategic management, Aer Lingus, Case study Pages: 2 (421 words) Published: October 2, 2014
There will be three shared two hour tutorials for the International Strategic Management and the Global Business Environment Courses. Students should pre- read the case studies before the tutorials, attempt to answer the relevant questions and bring their proposed answers in class. Tutorial 1: Case Study-The global pharmaceutical industry-in the land of shrinking giants, Johnson, G., Scholes, K., Whittington, R., Angwin, D., and Regner, P. (2014) “Exploring Strategy, text and cases”. Publisher: Prentice Hall, pp.549-558. Questions:

1. Identify the main environmental forces which affect the global pharmaceutical industry. 2. Analyse the Five Forces framework to identify environmental forces affecting the global pharmaceutical industry. Do these forces differ by industry sector and where would you place the different sectors in the industry life cycle? 3. Identify strategic groups within the global ethical pharmaceutical industry. Describe the strategic choices made by Pfizer from 2008 onwards and comment on what might have been the drivers behind these choices and how successful they were. 4. How has the ‘strategic customer’ evolved over time for global pharmaceutical companies? Tutorial 2: Case Study-Ryanair: the low-fares airlines-future directions, Johnson, G., Scholes, K., Whittington, R., Angwin, D., and Regner, P. (2014) “Exploring Strategy, text and cases”. Publisher: Prentice Hall, pp. 612-623. Questions:

1. Why has Ryanair been successful so far? 2. Is Ryanair’s strategy sustainable? 3. Would you recommend any changes to Ryanair’s approach in changing environmental circumstances? Does the proposal to introduce long-haul flights make strategic sense? 4. What should Ryanair do with Aer Lingus if its third takeover bid succeeds or with its holding if it fails? Tutorial 3 is specifically designed for the preparation of the GBE assignment. Therefore, the attendance is mandatory. All registered students are assigned to groups in their tutorial groups....
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