Pfizer Case Study

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Stephen G


Date added:

July 9, 2015








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For fiscal year 2004, the company generated approximately $53 billion in revenue that contributed to over $11 billion in net income.(Pfizer, 2004) The Cow and Calf division of the Animal Health segment markets its products direct to cattle ranchers. Such products include vaccines, medications, and antibiotics to support healthy and consistent herds of beef producing cattle...
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It segmented the market into three distinct categories. Hobbyists herd less than 100 cows; Traditionalists commonly carry between 100 to 499, and Businesses are working with 500 or more. (Mohr, 1999) Time spent in the field with the ranchers was allocated based on the volume of product purchased by each individual...
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