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Emerging markets offer a growth opportunityExternalization of manufacturing activity would reduce operational costs of the companyContinued focus on the development of superior products would help in improving the competitiveness of the companyThreatsMergers and acquisitions by rivals threaten the future competitiveness of the companyHigh cost of acquisition of systems required for the efficient running of various operations withinthe industryHigh volatility of expected revenues from emerging markets
6International Marketing PlanningInternational marketing planning would help in improving AstraZeneca’s competitiveness. International marketing planning refers to a structured method of identifying the options available to a company, detailing them in writing, developing marketing objectives that are consistent with the company’s objectives, and scheduling the activities that would help in attaining the stated objectives. International marketing planning would necessitate AstraZeneca to chart a path that would enable it ultimately capture a significant proportion of emerging markets and stop over relying on the U.S., Europe, and Japan, which are its traditional market. Internal or Micro EnvironmentInternal environment refers to stakeholder groups that the company interacts with regularly. The relationship with these stakeholders affects the overall success of the company. The stakeholders include customers, employees, and shareholders. AstraZeneca's operations are structured to meet the requirements and wants of its customers and provide them with various benefits that are superior to those of its competitors. Failure to meet the needs would ultimately lead to the failure of the company's business strategy (Austin, 2012).AstraZeneca also strives to ensure that it employs the right staff and assigns them the right roles. The company also endeavors to motivate the employees. Training and development are some of the major tools that the company uses to ensure that its employees provide it with a competitive edge (Austin, 2012). It is also vital for AstraZeneca to ensure that it meets shareholder expectations and perceptions. It strives to develop and fulfill its strategy to keep its shareholders happy.External or Macro Environment
7Tax changes, legislative changes, trade barriers, demographic changes, and government policy are some factors in the external environment that have a significant impact on AstraZeneca’s operations. PEST analysis captures the impact of these factors effectively. Political FactorsThe pharmaceutical industry is one of the most closely regulated industries. This is due tothe importance of pharmaceutical products on the well-being of the population. Legislative bodies may pass laws that affect the operations of companies in the industry. Tariffs on imports and changes in tax regimes, and health and safety laws are some of the legislative changes that affected companies in the pharmaceutical industry. The tax policies ultimately affect the buying