This Case Study defines the global pharmaceutical industry and its boundaries analyses the
profitability attractiveness of the global pharmaceutical industry by using M.E.Porters'
Five-Forces-Model and answers the questions what overall industry trends can be identified and
how the profitability attractiveness of the industry will change in the future. Furthermore it
explains and evaluates Pfizer's new strategy and examines what Pfizer did in the recent years
to maintain their profitability.
