Research On The Market Development And Marketing Strategy

In recent years, as China’s economic development, China’s aging phenomenon is growing. The average life expectancy has been extended. The incidence of various diseases goes up in the harsh living environment as the market of healthcare expands. The market share of multinational pharmaceuticals business, especially prescription drug business, has been increasing. However China medical reform is phasing out the drug-maintaining-medicine policies. A tremendous impact of GSK’s bribery event causes the operational difficulty of multinational pharmaceuticals.As a China focused pharmaceutical company, SciClone has to solve many problems with the increasing constrains of FCPA and Chinese medical department.Firstly this paper introduces SciClone’s macro-environment, industrial trends and characteristics with PEST analysis tool. It also indicates the risk and the trend of pharmaceuticals in a microscopic perspective. SciClone pharmaceuticals, as the object of study, has many obvious problems in organizational structure and business portfolio. The writer generally analyses that, the internal and external environment to evaluate the rationality of the business with SWOT, the value of the company activity with Porter’s Value Chain Model, the product portfolio with BCG matrix. I focus on the core business units to find the deep causes of the marketing problem and make the make the strategies. Combining with the analysis result, I use 4P & 4C theories to optimize SciClone’s marketing strategy, promotional tactics, product branding and solution. This paper expounds in detail of how to improve the efficiency of marketing by structural reorganization and multiple marketing channel development and how to make SciClone Pharmaceuticals more competitive by building a multiple-channel integrated marketing system.