A 17 page paper. The purpose of this report it to present a marketing audit of Schering-Plough. The report describes the business sectors in the company, including statistical data regarding sales and major events such as mergers. The report includes external and internal evaluations and discusses what external factors have an impact on the company's business. A PEST analysis is the tool used for the external analysis and a SWOT analysis is the basis for an internal analysis. The analyses reveal that the company needs to address certain patterns of behavior. The report also includes discussion of the marketing mix using the 4P's format. The paper ends with recommendations for the company. Bibliography lists 17 sources.
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Summary The purpose of this report it to present a marketing audit of Schering-Plough. The report describes the business sectors in the company, including statistical data regarding sales and major
events. The report includes external and internal evaluations and discusses what external factors have an impact on the companys business, such as new regulations. A PEST analysis is the tool
used for the external analysis and a SWOT analysis is the basis for an internal analysis. The analyses reveal that the company needs to address certain patterns of behavior. The
report also includes discussion of the marketing mix using the 4Ps format. Recommendations made include: innovating and a quicker pace, adopting a strong ethical code for marketing activities, and engaging
in a positive public relations campaign to mitigate the damage of the multiple Vytorin lawsuits. Business Schering-Plough competes in sectors of two industries, Pharmaceuticals and Consumer Products (Law, 2009).
Sectors include Pharmaceuticals Manufacturers, which is the companys primary business; biotechnology, including Biopharmaceuticals & Biotherapeutics; and Personal Care Products (Law, 2009). They also compete in the Animal Health care
industry (Schering-Plough, Home Page, 2009). The emphases in the human health care industry are: cardiovascular disease, central nervous system (anesthesia), immunology and infectious diseases, oncology, respiratory, and womens health (Schering-Plough,
Home Page, 2009). In 2007, Schering-Plough acquired Organon BioSciences, a human and animal health care company (Huliq.com, 2008). The acquisition gave Schering five new compounds to add to its Phase
III development stage; Schering needed more compounds in its late stage development processes (Huliq.com, 2008). The merger also added to Phase II compounds (Huliq.com, 2008). The products Schering is most
known for are Clarinex and Nasonex, two top-selling allergy medications and Vytorin, an anti-cholesterol medication (Law, 2009). Popular over-the-counter drugs include Claritin allergy pills and Afrin allergy nasal spray (Law,