| Seeing the wide-open marketing in china since the country’s accession to the WTO, many foreign companies come to invest and establish factories to expand their sales network. However, because of the differences of policy environment, economic foundation, cultural customs and spending habits, most of foreign companies’ operation has suffered acclimatization in China. Particularly small and medium foreign enterprises faced with many new challenges and difficulties in marketing, and their market share’s slow growth even shrunk.X company is a German family firm’s subsidiary in China, mainly produces raw materials for medical class resin: PP resin used for plastic infusion container, an ingredient of Packaging Materials for Large Volume Parenteral. Its main customers are domestic large volume parenteral drug production enterprises and Large Volume Parenteral packaging manufacturers. In the face of complex and changing policy environment and the competitive markets, X company’s operating in China has been in a predicament: its market share has been hovering around 6%, no more breakthroughs for years. It even appears to be downward in recent years. One reason is that packaging products for medicine is strictly regulated by country agencies, the sales process is long and it also takes time to carry on its cultivation on market; Another reason is that X company knows little about the marketing environment in China that it’s marketing strategy is not good enough for the complex and changing policy environment and the competitive markets.This article based on market environment analysis theory, SWOT analysis and 4Ps marketing theory, analyses X company’s present marketing environment, advantages and disadvantages, products, prices, sales channels, promotion strategies and the problems of marketing management by integrating the theory and the practice, and thus gives corresponding polices and suggestions, to develop marketing strategies that keep the company stay closer to the Chinese market. |
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