GlaxoSmithKline (GSK) is a global pharmaceutical company with 82% of sales (GBP28.4bn) coming from pharmaceuticals and 18% from consumer healthcare in 2010. Most of the growth for GSK is coming from consumer healthcare because of declining pharmaceutical sales and margins from mature markets. The sector is highly dependent on expensive, long term R&D to develop new drugs. GSK has a strong product pipeline with 20 new products in the final stages of development, hoping to diversify away from its dependence on blockbuster drugs. GSK’s new strategy is to diversify from slumping mature markets and prescription medicines, and focus on emerging markets and the Asian region (31% of sales). GSK has also implemented stricter financial benchmarks for its R&D and other expenditures. To establish a stronger brand presence in China and India, the company has aggressively cut prices to increase volumes in these markets. Advair, which is currently 18.6% of total sales, has and will face further generic medium to long term competition as the patent expired in the US in 2010 (Europe- 2013).