Essays on Pharmaceutical Marketing with A Case Study Company

Abstract

The objective of this thesis was to design a marketing strategy plan for a case company in Thailand. Due to confidentiality, the case company is blinded as Company X, who has also sponsored primary research surveys included in the study. The ideal outcome of this thesis was to design a marketing strategy plan to help the case company become a successful pharmaceutical company and strengthen topline business performance over the near future period in 2019-2021. Quantitative research methods were mainly used in this dissertation research. A single case study with two marketing hypotheses were utilized as research techniques. Primary survey pen-andpaper based questionnaires and the interviews were the major information sources of the empirical data for the research, complemented with secondary data sources. The theoretical framework aims to find knowledge for compiling the main elements of the marketing strategy plan in this thesis. A situation analysis and SWOT analysis of the case company were also presented in this thesis. The results of the thesis were tactical marketing plans and marketing strategies for Company X Thailand. Proposed marketing strategy plans were based on the internal and external analyses of the case company.