Research On The Development Strategy Of R Animal Pharmaceutical Company

The veterinary drug market is a very special industry market and ‘prematurely senile’mature market of an emerging industry of veterinary drugs. Based on the literature at homeand abroad of the enterprise strategy management thought and theory, using the method ofstrategic management, through comprehensive analysis and research of animal of Rpharmaceutical company internal and external environment, explore the profound changes inthe external environment, the market competition is increasingly intensified, the marketprospect of the development strategy of the R company.Looking from the external environment, the R Company has development opportunitiesand challenges coexist. The capacity of national economy and the development of animalhusbandry, industry continue to grow, and people’s consumption concept, especially thechange of the health consciousness, the company has brought the unprecedented developmentopportunity. The world economic integration accelerate, the world economy recession,highly homogenized in the west of veterinary drugs for a long time the price war，channel war,brand war and animal outbreaks&breeding high risk, combined with the concept of the classof veterinary drugs emerge endlessly, disrupted the market order, intensified competition,GMP,GSP,GAP， new《Veterinary drug management regulations》 and other laws andregulations markets the R company face much more challenges.Looking form the internal conditions, the R company in product quality, marketreputation Chinese medicinal materials supply channel stability etc，has strong advantages. Atthe same time, there is also a single product formulations, it is suitable for narrow area, theindustrial chain short, single business, professional talent shortage, low efficiency oforganization disadvantages.Through the comprehensive analysis of the internal and external environment on thecompany, the author believes that the R company is facing increasingly fierce veterinary drugmarket challenges, ushered in the rapid rise in veterinary medicine market opportunity, thecompany should be based on actual、 long-term、 constitute a strategy forimplementing.Namely：A Brand: Build national veterinary drugs brand.Two markets: Expand product market, industry market development.Three great bases: medicine planting bases, veterinary drug R&D base and production andprocessing base.In the process of implementation, the company should be tied to “agriculture and animalhusbandry, health services for the enterprise mission”, to create a good faith,learninginnovation, the pursue is perfect,choose a positive culture，organization，introduce talents, thedetained measures, clear objectives to carry out the responsibility scientific advances thestrategy of low cost calculation and purchasing, regional sales strategy, differentiation brand strategy and driven innovation strategy, helping the company striding to the development offast way.