Pfizer, a Worldwide Producer of Case Study

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While it will be important to reach out to ranchers and get them excited about premium, branded beef, it is equally important to reach out to the meatpackers. As was mentioned, four meatpackers have a monopoly control over the market. If they don't want premium beef, it won't matter what the ranchers do. The program could yield many benefits for Pfizer, and the beef market as a whole, but perhaps the first communications on the program should be with the meatpackers.

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Cost pressures in the beef industry are threatening Pfizer's ability to sell premium medicinal products to the cattle market. Sales of these premium pharmaceuticals allow Pfizer to aggressively offer new and innovative products and to support the ranching industry through trade events and technical support.

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Pfizer needs to preserve its pricing and sales levels in order to maintain its market advantages.

The best way for Pfizer to maintain its pricing and sales levels is to de-commoditize the beef market by helping industry suppliers build a value-oriented brand. A quality beef brand, which would necessitate a standard of medical care for the cattle, would help Pfizer maintain its pricing and cash in on the superior quality of its products. As such, working with industry partners to develop this brand is the best course of action if Pfizer hopes to protect sales and pricing.

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