Long-Term Strategy Patton and the Essay

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Instead of trying to build a brand, Pfizer hoped to 'buy into' the next big drug solution, and failed in its Patton-like strategy of focusing on the goal, and trying to leap over the many hurdles in creating its own new drug.

In contrast, the athletic shoe store Foot Locker has shown a successful Eisenhower-style approach by focusing on tightening its budget and cutting costs. Although streamlining is not a sexy 'big picture' strategy, by shying away from seeking market domination and taking a conservative strategy, Foot Locker showed a fourth quarter profit, despite a dismal market overall in the apparel industry. "Foot Locker announced another wave of store closures and a revamped management structure that combines the Lady Foot Locker chain with its three other brands. [CEO] Sterne Agee said it was 'essential' for the company to reduce its store base in the U.S. By at least 300 stores…[but] the rent and inventory savings would more than offset any revenue losses" from closing the stores (Kell 2010).

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Despite its failure to show a profit through its partnership with Medivation, Pfizer continues to try to grow in leaps and bounds through partnerships and acquisitions, rather than through slower and steadier growth and in-house research. Pfizer also announced that it plans to bid up to $4.09 billion for the German generic-drug maker Ratiopharm Group International. This means it will be battling for control of the German company with the Israeli drug maker Teva Pharmaceutical Industries (Launder & Henning 2010). Unlike Foot Locker's attempt to redefine its brand slowly, Pfizer is attempting to expand its outreach, although if this venture will prove more successful than its last still remains uncertain......

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