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.