Faculty of Business Administration
Advertising- BUSA334
Mr. Michael Tanas
Beit Jala Pharmaceutical Company
Supervisor: Mr. Michael Tanas
Students: Anan Thweib
Jumana Muamar
Kareen Khoury
Sandra Zeidan
Table of Contents
Overview
SOWT ANALYSIS
Objective
Market segmentation
Target market
Positioning
Competitor analysis
Message strategy
Appeal
Media Strategy
Budget
The scenario
Survey results
1. Company Overview and History:
Beit Jala Pharmaceutical is a Palestinian manufacturing company for pure and safe drugs.
The construction of the factory started in 1969 in the industrial zone located in Beit Jala
close to Bethlehem, the first section was the production department. The drug
manufacture was constantly in line with the development of medicines in the world.
However, they gradually added more types; Beit Jala Pharmaceutical now boasts a
variety of 6 drugs types in year 2019 to expand company’s brands base and increase its
sales, in addition to the presence of new items registered with the Palestinian Ministry of
Health, which announced that it will be on the market. In addition to adding new drugs,
Beit Jala Pharmaceutical is continually trying to bring in new technologies to make its
production more efficient, and its drugs of higher quality, and gain a bigger market share.
2. Objectives
• To increase sales by 7% within five years period through improving our
products and to change customers beliefs and attitudes.
• To prove that Beit Jala Pharmaceutical is a trusted brand with their
international certificates.
3. SWOT Analysis: SWOT analysis is a process that identifies an organization’s
strengths, weaknesses, opportunities and threats.
Strengths:
• Serving different segments by providing their medications with high and standard
quality.
• Good relationships with Pharmacies owners.
• Good reputation.
• Advertising campaign.
• Environmentally friendly factor.
• More than 250 selling points in differentareas in the West Bank.
• 191 different category of medications.
• Global markets.
• Beit Jala Pharmaceutical medications has a modern laboratory and special section
for research and development to keep continue with scientific development.
Weaknesses:
• Limited inventory space.
• Lack of liking in for Beit Jala Pharmaceutical medications.
• Weak database.
• Their website is not activated.
Opportunity:
• Having the ability to deliver to Gaza and export abroad to Jordan.
• Lack of local competitors because Beit Jala Pharmaceutical has its own
manufactory and manufacture products. However, other local competitors import
ready-made medications and they package them under their name, so its
opportunity for Beit Jala Pharmaceutical to expand in the market.
Threats:
• People have a belief that the local products are lower in quality than the
international ones.
• There are a lot of foreign competitors that the consumers prefer.
• There is no protection low for national medications especially price, so this will
effect local production.
• The effect of the unpredictable and complex political situation such as, the closure
of roads by the Israeli occupation and this leads to difficulty obtaining raw
materials and distributing goods.
4. Market segmentation:
We are using the Geodemographic Segmentation taking into consideration geographic,
demographic and psychographic segmentation.
