Baxter Hemodialysis Machines In Anhui Market Marketing Strategy Management

There're about 1 million patients whose kidney functions are harmed in China, at the same time, every year 100,000 new patients incresing. Today, the one of the best therapies for kidney function failure is the dialysis which can been finished by dialysis machine. The companies making the dialysis machine are about 10 in the world. Among these companies. Baxter company is the best one Baxter has 22% dialysis machine market share in China in contrast to Anhui province 11.1%. In order to get higher market share, Baxter should make out a good marketing strategy for Anhui. At first, Baxter does market segment by the analysis of SWOT of Anhui province and find out suitable target market for the Baxter company. The target market for Baxter company are the first & third level hospitals in the south Anhui province.The second, Baxter make out the best marketing strategy for the target market by the additional 4Ps(product. price. place & promotion)theory. The product strategy is to take advantage of the brand effect of Baxter, because many customers in China like & accept Baxter dialysis machine. Price strategy is to provide different prices or orders to different quantities & customers. The price is lower if the customer is very important or the quantity of dialysis machine which the customer buy is big(>5). Place strategy mainly means that Baxter should have good cooperation with distributors. Because these distributors can provide many help to the Baxter., It should have tow distributors in Anhui province.One manages south Anhui province and the other north Anhui province. Promotion strategy means Baxter company should arrange tow full-time salesmen to manage Anhui province. As same as the distributors, one salesman manages south Anhui province , and the other north Anhui province. Certainly, there're a repairman who provides technolege training and after-selling service in this province also.