The Study Of Strategy On International Marketing Of Assure Tech’s Rapid Diagnostic Test

Assure Tech(Hangzhou) Co., Ltd was founded in 2008, since then, international market has been its main target. After these years’ hard work, Assure Tech has already had quite good sales in different markets with different product lines, especially the test of drug abuse has built a very good fame in the industry.The international market of rapid diagnostic test has been greatly increasing year by year, along with market need and the business volume increasing rapidly too.However, with tougher competition in the rapid diagnostics test industry, price war comes to be a common issue. Besides, the real profit rate from US and EU regions of Assure Tech has been reducing year by year, business development is out of balance in different regions, and company business relies too much on DOA business,therefore, how to continue its international market with an effective international marketing strategy has been a very important matter for Assure Tech.The study takes it as main research object to develop the international market of rapid diagnostics test business in Assure Tech, mainly to set up the international marketing strategy of Assure Tech. This paper analyzes both the current external rapid diagnostics international market and current international market status of Assure Tech. Based on the analysis of the situation above as well as the help of different analyzing tools, like PESTEL, BCG and Product Life Cycle, the paper tries to propose a series of strategy and policy on sale regions, business mode, products,price, promotions and the sale team as the a strong supporting for the policy execution.This paper combines industrial situation, my own experience in the industry and the current market status, which can also be as a guide for other rapid diagnostics test manufacturer.