Shenzhen A Architectural Design Office Development Strategy Research

Multinational medical device companies generally have a sound strategic planning, marketing strategy and marketing strategy,requires its dealer partners to correctly understand and implement, and small-scale distributors, sales management is not standardized, execute specific marketing activities are not in place. This paper analyzes the Johnson &Johnson’s marketing strategy in order to accurately understand and grasp the dealer, clear their own functions in the process of implementation of the marketing strategy and marketing efforts within this framework. Suppliers can use their own resources to improve the management of dealer sales management level to ensure the implementation of the overall marketing strategy.This paper follows from the particular to the general ideas to Johnson & Johnson for the analysis of the object to the marketing strategy management, environmental analysis, Porter competitive forces analysis, target marketing and marketing mix, and other related theories, scanning industry marketing environment, opportunity analysis and challenges, with its own resources and capacity expansion strategy and established a differentiation strategy; and clearly the specific content of the corresponding product, price, place and promotion and other strategies. Based on the important role of distributors in the channel and marketing strategy, clearly dealer functions and selection criteria; simultaneously analyzed the dealer shortage in resources, capacity, and use of relevant sales management theory, developed a dealer training, sales staff recruitment, training and performance appraisal and other specific dealers standardized methods.This paper uses the literature study, theoretical analysis, survey analysis, case studies comparative analysis, etc. Methods for enterprise marketing management seriously. From large multinational supplier of marketing starting to Johnson&Johnson, for example, to analyze its marketing strategy and tactics, but also analyzes the channel strategy. Firstly conducted PEST analysis of Johnson & Johnson external macro- environment. Secondly, the industry environment has been Porter’s five forces model. Followed by analysis of the company’s internal resources, environment,capacity and other strategic SWOT analysis carried out, and ultimately build a SWOT matrix. Determine the specific content of the company’s strategy and short and long term strategic objectives. Through SWOT analysis, corporate strategy. From the existing target market, competition, channel, promotion, customer relations, pricing aspects for analysis. Provide a basis for the implementation of the company’s strategy later. Finally, implementation of the strategy based in part on adjusting the organizational structure, increase human resource management, enterprise performance appraisal elaborate analysis. Although only one company for analysis, but for other similar business marketing strategy formulation and implementation of a correct understanding of suppliers dealer marketing strategy has reference.