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Ranee Sirirushneekorn MKTG901-49 10/02/04 Case Analysis: Pfizer Inc., Animal Health (A) Problem Definition Pfizer was aware that the industry changes in the decrease in consumption of beef, increased amount of imports from NAFTA, and vertical integration of the powerful packing companies would affect their primary customers or ranchers. Pfizer may face trouble if their customers tried to cut the input costs in order to survive in the cow/calf industry downturn. Pfizer was concerned about their original market segmentation: whether it would still work for the company to continue to market its products on the basis of herd size. Also, the company needs to maintain the market position with the changes in the industry. Analysis Pfizer has segmented its market according to herd size. Companies tended to give the most attention to the ranchers with a herd of more than 500 head of cattle. In other words, Pfizer has been devoting most of its marketing...

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