Med Company's Marketing Strategy Management Research

In general, large powerful multinational medical device manufacturers have sound strategic planning, marketing strategy and sale tactics, which is supposed to be understood and implemented by their dealers, but small-scale dealers usually have poor sales management and thus will affect the overall marketing strategy implementation. This paper elaborates the MED company's marketing strategy and implementation as well as how to make dealers understand marketing strategy and tactics, define their own functions and carry out corresponding marketing activities well, then gives the way how dealer's sales management is modified to ensure sound marketing strategy implementation by use of the suppliers'management skills.Following the way from the specific to the general, the author, take MED company for an example, scanned the industry marketing environment and analyzed the industry opportunities and challenges, with marketing management theory, marketing environment analysis theory, the Porter five powers model theory, as well as target marketing and marketing mix theory and other relevant theories as guide. The author first analyzed the forming process of MED's marketing strategies and tactics, then proposed differentiation strategy and market expansion strategy and finally gave out the specific product strategy, pricing strategy, channel strategy and marketing strategy. Based on dealers'role in channel tactics and promotion tactics, dealers'functions and selecting criteria is presented. After the present resources and abilities of the dealer were evaluated, dealer standardizing methods were developed including dealer training, sales staff recruitment, training and performance evaluation, guided by relevant sales management theory.Although not well-managed small scale dealers are lack of unique resources and capabilities, they are the bridges between upstream suppliers and customers, therefore their marketing performance influences the overall marketing strategy implementation. Large scale suppliers should select, assess and train their dealers well with their good management knowledge and thus improve dealers'sales process and behaviour management by reinforced marketing expertise learning, lest dealers should be the shortest plank of the marketing bucket. This way suppliers will have outstanding dealer teams and guarantee the sound marketing strategy implementation by use of dealers' client resources and local location advantages. Meanwhile dealers should enhance self-promotion, gradually build their own brand and then create a all-win situation for customer, supplier and dealer. That suppliers should help dealers improve their sales management to ensure the strategy implementation makes this paper different from others.