Study On Marketing Strategy Of Pharmaceutical Company A

Pharmaceutical industry is the extremly important industry related to the people's livelihood in China. Under the background of national industry structure adjustment following the 12nd 5-years plan, it provides the wonderful opportunity for pharmaceutical industry to get further development. In 2009, the total output value of pharmaceutical industry exceeded 1,000 billion, and the revenue is expected to be increased with 20% in the coming 5 years.Due to the rapid development of pharmaceutical industry in China, the further segmentation of market and the high profit and return, pharmaceutical companies were blooming and developed rapidly, which included both the international companies and the local one..So far,, there're more than 100 thousand pharmaceutical companies whose business included drug manufacturing and distribution, involving the total production value of 1,000 billion. Therefore, pharmaceutical industry is an enormous new industry with special background and market demand.Company A mentioned in this study is the leading pharmaceutical company globally depending on the outstanding capability of R&D and practical maketing strategy, which has the broadest products for diabetes management including human insulins, short-acting insulins and long-acting insulin analogues.Company A explored the Chinese market actively since 1985, when it came into China. It gained the great achievement as the leader in the Chinese market in relevant treatment area by developing itself with Chinese pharmaceutical indersty together and the soft competition environment.However, since the rapid development of pharmaceutical industry and the emerge of numerous pharmaceutical companies, the competition becomes more and more intense. Company A dominated in pharmaceutical industry all along the way before. Now it confronted numerous challenges, and the marketing share was nibbled litter by litter.. Why did the business of Company A confront such kind of obstacle?Based on the above question, the study was designed as following:The first part was the general introduction including the background, the theory cited in this paper, the significance for the practice and the structure of this paper.Secondly, the relevant concepts and theories of marketing were systematical reviewed in the paper, especially the important theories, analysis tools and methods involved in the paper. The third part made the particular discussion on the current stage and enviorment of pharmaceutical industy, especially the maro-enviroment in China by the analysis tools such as PEST, Michael Porter's Five Force Model ect.Fourthly, the issues and current situation of Company A was analysised deeply in this part, especially, which focused on the reason causing the issues in the company by SWOT analysis.Fifthly, the paper gives the good proposal for Company A regarding how to implement in market segmentation, target market selection and marketing strategy.The final part is the conclusion of the paper..