strategic-management

number should reach $265 billion in 2013, according to IMS Health, which monitors such
issues. In addition to Venezuela, Pfizer is expanding rapidly into China, India, Brazil,
Russia, and Turkey. During the first quarter of 2009, Pfizer’s revenues from emerging markets
were $1.4 billion, out of $10.8 billion total Pfizer revenues that quarter. Rather than
focusing on middle- and upper-class people, Pfizer and its rival firms are now also focusing
on lower-class people in emerging countries.
Prepare a clear three-year strategic plan for Pfizer.
CASE 25 • PFIZER, INC. — 2009 251