Research Paper on:
Case Study: Pfizer

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in order to boost sagging beef sales. Clearly, the advertising element is critical to Kipps future decisions, inasmuch as he is questioning the efficacy of a long-standing company marketing  practice that may no longer work for the benefit of any party involved. At this very point in time, Pfizers advertising program does not meet its objectives due to  the use of outdated segmentation, a point Kipp is keen to modify so the product mix is presented more competitively throughout the marketplace.  Maintaining ones competitive edge while immersed within the marketplace not only takes substance and endurance but also an inherent ability to see beyond tomorrow. Establishing a companys firm grip  upon the many variables associated with competitiveness is a challenge that Kipp encounters with a mixture of eagerness and anticipation. Clearly, it is not always an easy venture to  maintain ones position given the consideration of respective infrastructure and labor costs, cultural barriers, as well as monetary fluctuations. Pfizer has attempted to build upon its existing operation in  a market where the consumer has not typically been too receptive. It appears that while Pfizers business maintains all the necessary elements required for the care of feed cattle,  it does not possess the marketing knowledge necessary to win over a lukewarm consumer base. Implementing various tactics to better present his operation to the public will be needed  if Kipp is to succeed outside of his current situation. II. PROBLEM/DECISION STATEMENT The symptoms that suggest a problem exists include decreased prices paid to ranchers for their cattle  and decreased beef consumption, two elements that work synergistically to plummet the ranching industry. The growing trend of health conscious consumers has rendered the beef industry sorely lagging behind