Questions
1. Drawing on your knowledge of the PESTEL model, analyze
the external environment facing the global pharmaceutical
industry and identify the key external factors that impact
the company. (15%)

2. Using Porter’s Five Forces framework, analyze the
attractiveness of the global steel industry in the global
pharmaceutical industry which operates. Support your
analysis with evidence from the global pharmaceutical
industry case study (25%)

3. Using Porter’s Generic Strategies, analyse the
competitive strategy employed by Mars and Nestlé. Support
your analysis with evidence from the case study. (25%)

4.Using the Ansoff’s matrix, analyse the direction of growth
that global pharmaceutical industry and Mars and Nestlé
has undertaken to grow their business. Provide
recommendations for the firm’s future growth. (25%)
Mark allocated for the presentation of analysis, use of case
evidence and conclusions.