Strategic analysis using SWOT-AHP: A case study for a Pharmaceutical Industry in Malaysia

Erycca Ormilla Lislie; Masran Tamin; Dean Nelson Mojolou; Shaierah Gulabdin

doi:10.51200/jaaab.7823

Authors

Erycca Ormilla Lislie Universiti Malaysia Sabah
Masran Tamin Universiti Malaysia Sabah
Dean Nelson Mojolou Universiti Malaysia Sabah
Shaierah Gulabdin Universiti Malaysia Sabah

DOI:

https://doi.org/10.51200/jaaab.7823

Keywords:

Pharmaceutical Industry, SWOT Analysis, AHP, Strategic Management, Pharmaceutical Companies

Abstract

This study uses SWOT and AHP analysis to assess the strategic landscape of the pharmaceutical industry. It identifies key internal and external factors impacting pharmaceutical companies and develops a strategic approach for improved performance. The analysis highlights strengths such as robust research and development capabilities but also challenges like patent expirations and high drug development costs. Opportunities include personalized medicine and emerging markets, while stringent regulations and generic competition pose significant threats. The findings provide valuable insights for pharmaceutical company executives to develop strategic plans focused on cost efficiency, product innovation, and adaptation to emerging trends in the global market.

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