An Entrepreneurial Case Study On Xiangjitang Pharmacy

These years our government encourages self-employed especially pharmaceutical industry. This thesis discusses the entrepreneurial opportunities of Pharmaceutical retail industry as an entrepreneur’s point of view. It analysis the Pharmaceutical retail industry market based on the industry background and Michael Porter’s Five Forces Model. It identifies every risks during the business, specially details how to avoid the market risks and financial risks. After pre-plan the project and feasibility analysis, the conclusion is The ’Xiangjitang’Pharmacy is a worth project to investment.In the process of entrepreneurial team formation, this study analysis every shareholder members, elaborate the standards between this entrepreneurial team:Trust, understand and same values. Use the4P theory formulates differentiated marketing strategies for The Xiang jitang Pharmacy. Focus on the’small’ health products, is different from ordinary pharmacy only focus on drugs.’Store+Health Consultant’ strategy successfully transfer the business from’shopkeeper’to’itinerant trader’. Through pricing strategies and unique marketing strategies, show the professional services we offer. And the development process for The Xiangjitang Pharmacy, such as problems in the conflict between shareholders, the ownership and management right issues, resources access and management system for the shortage of imperfect, and the measures taken for analysis described in detail.In this thesis, the chain’s future development ideas are been described and it’s also summarized the useful insights during entrepreneurial process.