A Study On The Marketing Strategy Of Fermentas China Co., Ltd.

Although biological reagents industry has got great progress, the competition of biological reagents industry in China is very intense. As the sales subsidiary of Fermentas in China, which kind of marketing strategy should be adopted by Fermentas China Co., Ltd to win the competition is the focus of this study. The study of the marketing strategy of Fermentas China Co., Ltd will help the company to form its strategic development direction and improve the competitiveness, which will be significantly important for long-term business development of Fermentas China Co., Ltd. Moreover, the study of the marketing strategy for Fermentas China Co., Ltd can be used as the reference to similar companies in biological reagents industry.Firstly, Porter's five competitive forces theory is used to analyze the Marco environment and industry environment and confirm the external environment which will influence the marketing strategy of Fermentas China Co., Ltd. Secondly, the internal capabilities of Fermentas China Co., Ltd, such as management, finance, logistics, marketing, sales management and information status, are analyzed in detailed as the internal capabilities basis for the study of marketing strategy. Thirdly, SWOT model is used to analyze the external environment and internal capabilities to confirm the strengths, weaknesses, opportunities and threatens of Fermentas China Co., Ltd and corresponding strategies are proposed for reference. Finally, the conclusion is proposed that Fermentas China Co., Ltd should target mid-range and high-end customers market and select a competitive marketing strategy. Namely we should focus on product strategy, pricing strategy, marketing strategy, brand strategy, marketing channel strategy, team building and management, new market development and strategic distribution, customer relationship management and service quality management to establish the core competition of Fermentas China Co., Ltd.Moreover, it's also emphasized that an appropriate team should be established to monitor the implementation of marketing strategy after the determination of the marketing strategy. Only if the selected marketing strategy will be implemented properly can Fermentas China Co., Ltd stands out from the fierce market competitive environment.