Thank you Chee Kuan. I would like to proceed to our segmentation of our new drug.

Firstly, we
used macro segmentation to identify the variables on our potential customer segment. We found that
cancer specialist hospital and hospital and medical center have similar result. In this way, it is necessary
to narrow down by using micro segmentation to identify the differences between them. For our micro
segmentation, we found that cancer specialist hospitals are risk taker, innovator, and high important in
short term. However, Hospital and medical center are follower, risk avoider, and low important in short
term but will be highly important in the long term.

In this way, Pfizer should apply multi-segment marketing strategy to get the most attractive
segment which consisted by all these three segments.

Cancer specialist hospital is an innovator and risk taker. In this way, the new drug can
sustainable to access into the market and it will be attractive for them as they always seek for new drugs
to come out with an innovative solution. But it only attractive in short term rather than long term as
they will seek for better substitute in the future.

Hospital and medical center are risk avoider and follower which they will start to purchase the
drug after performance proven from the cancer specialist hospital. In this way, Pfizer should target
cancer specialist hospital in short term and move to target hospital and medical center in the long term.
Thus, the organization should target them accordingly to generate profit from the attractive segments.

For the expand to target more geographical area, Pfizer should target Kuala Lumpur and Kuching
in Sarawak, because there is urban area which contain large number of population and the patient is
easier to reach to the location as they are allocated at the center location. However, Pfizer can expand
to target North and south locations when the drug is getting mature in the market. It is to generate
more profit and product accessibility in the market.

For the value of positioning of the company, Avelumab has the unique value to against the
chemotherapy that currently used by government and private hospital. This is because, Avelumab is an
antibody that enchance the immune system in the body, specific focus on skin cancer and low possibility
to get side effects as compare to the chemotherapy which destroy all the cells no matter good or bad
and higher possibility to get critical side effects. Thus, Avelumab is more reliable and stable to treat the
patient with skin cancer.