Marketing Strategy For Gambro Hemodialysis Machine In The Hebei Market

GAMBRO Renal-Care Products (Shanghai) Co., Ltd is a sole proprietorship company invested by Gambro Lundia AB Sweden in 2000. It offers import and export trading for "GAMBRO" medical products. It has subsidiaries in Beijing, Guangzhou, Chongqing and Wuhan etc. Gambro Lundia AB Sweden is a global medical technology and healthcare company with leading positions in renal care -services and products - and blood component technology. Gambro hemodialysis machine is one of the main products. Today, the one of the best therapies for kidney function failure is hemodialysis that can be finished by hemodialysis machine. There are more than 10 companies developing dialysis machines in the world. However, Fresenius (US), Gambro (Sweden) and NIKKISO EIKO (Japan) are with the most percent of the hemodialysis machine market in China. Gambro Company is at the second place with 30% of Chinese market, including 40-50% in big cities (such as Beijing, Shanghais and Guangzhou) but no other than 10% in HeBei. This thesis aims for discussing marketing strategy of Gambro hemodialysis machine by analyzing the low percent in Hebei market. The main reason for low market share in Hebei is that Gambro Company didn't make out the marketing strategy aiming at the hemodialysis machine market and didn't have the professional salesmen or persons for after service. The thesis's content is to define the target market of Hebei province by the analysis of SWOT, make market segment for the Gambro Company and draw the product, price, place & promotion strategies based on 4P theory. The target market for Gambro Company is the first & third level hospitals in Hebei province. Product strategy is to take advantage of the brand effect of Gambro, because Gambro Company is a global leading company with the blood dialysis technology and the "Gambro" is a very important brand in the world. The price strategy includes product kits, promotion and different prices for different areas etc. Place strategy is to choose the distributors. Promotion strategy means Gambro Company should arrange full-time salesmen, persons for after service and professional engineers to manage Hebei province.The thesis is to provide a domestic marketing method for multinational Corporations and project the developing trend in the market of dialysis machines.