Study On The Development Strategy Of D - Pantothenate Business In Xinfu Pharmaceutical

Xinfu Pharm is one of the largest manufacturers of D-Calcium Pantothenate in the world, and has the most advanced technology worldwide. At present, Xinfu’s main business is producing and selling D-Calcium Pantothenate, which is also the main source of its profits. Based on the changing situation of domestic and international economic situation, Xinfu has to re-consider of the development strategy. The new strategy should complies with the situation that Xinfu at, and based on the analysis of the market and its trend and also on the theories such as marketing, managing, international trading and integration of industry chain.Object of this article is the market development strategy for Xinfu’s D-Calcium Pantothenate. With detailed analysis of the domestic and worldwide competitive environment of D-Calcium Pantothenate and also about the advantage and disadvantage that Xinfu has as the foundation of the market development strategy, there is the marketing tactics. Literature research analytical method, descriptive inventories and comparative analysis method are used in this research.According to analysis, the external strategy for Xinfu’s D-Calcium Pantothenate business is to develop Xinfu as the largest manufacturer with highest technology and reasonable product structure, and with the absolute speaking right in the market of R&D, production and sales of D-Calcium Pantothenate market. The inner strategy is to develop upstream support for Xinfu’s development in the pharmaceutical market and supply D-Calcium Pantothenate used in pharmaceutical market. In order to achieve this strategy, Xinfu has to enhance the R&D and optimizing the product structure; integrate the world market, pay attention to the emerging market; make price tactics separately on each market; develop marketing channel with direct marketing and distributing. The research result of this article is significant to the adjustment of Xinfu’s market development strategy of D-Calcium Pantothenate. What’s more, this article also enriches the study of management case, and can be a reference as other companies’ development strategy.