W Group Division Of Veterinary Drug’s Marketing Strategy

Currently, the animal husbandry of China had transformed from small-scale peasant mode to the group and large-scale mode, more attentions had been placed to the treatment and the prevention of animal diseases. Misuse of antibiotics in the breeding process had lead to serious drug residues in animal products, which will cause a very serious food security threat to people. On the other hand, the use of less toxic&side effects, also less veterinary drug residues product of Chinese medicine is the effective solution to solve the problem of animal food safety, therefore it is increasingly popular among the market. Chinese medicine is an integral part of Chinese outstanding traditional culture, to promote the development of Chinese veterinary drugs is not only to provides opportunities for enterprise development, but also to carry forward the fine cultural traditions of China.The Division of Chinese Veterinary Drugs in W Group Company is treated as the marketing strategy study in this essay, in order to analyze the marketing management problems and the reasons of them. The using of SWOT methodology had analyzed the opportunity, strength, weakness, threat of W Group veterinary division is facing; and by through STP related theoretical approaches to reprocess its market segmentation and positioning; also by using market research and documentary analysis to optimize its marketing programs; going through its differentiated marketing strategy to develop its appropriate directly-supply marketing model; by using new product development and brand strategy to enhance its brand awareness; by strengthen their competitive advantages by choosing two different pricing and channel strategy; also by using reinforce team building and to use incentive mechanisms protection as the marketing strategy so that to further enhance its competitiveness.Due to the offensive competitive market of Chinese veterinary medicine, Chinese veterinary medicine is still in the primary stage and the most are small-scale enterprises, in the meantime the lack of a rational and systematic marketing strategy has no advantage when facing the brutal competition in the market. To solve the Chinese veterinary drug sales’ embarrassing situation, base on the research status in W Group Company’s Marketing Division, this essay concludes that if the Chinese veterinary drug companies want to win the market acceptance, they must optimize their marketing strategies, followed by aquaculture industry in transforming the opportunity to play the Enterprises’ veterinary drug itself and using the advantages during product development and sales channels in order to continue for innovating and establishing a corporative brand. This essay explores a set of appropriate sales strategy for enterprises to win the market in veterinary Group Division of W Group Company; in the meantime it can help domestic counterparts to earn some practical experiences in the development and in the study of marketing strategy.