Study On API International Marketing Strategy For H Company

H company is a listed enterprise specialized in the production of peptide active pharmaceutical ingredient(API)and finished dosage(Generic drugs).Due to peptide drug patents expiry peak approaching and the rapid expansion of peptide drug market,more and more companies with the ability to synthesize peptide participate in the competition H company is facing severe challenges.At the same time,with the support of government land,H company invested in the construction of a new factory in Wuhan,covering an area of more than 300 mu.The production capacity of H company will be rapidly improved,but meanwhile,it also brings a series of problems of enterprise development and marketing development.Combining with the relevant marketing theory,this paper begins with the research of external environment of the enterprise.Using the tool of PEST to analyze the macro environment faced by the company in international marketing,and also analyze the development of API industry and peptide industry from the perspective of view.Then the Porter Five force model is used to analyze the internal environment in which H company is located.Using SWOT analysis matrix to analyze H company's advantages and disadvantages,opportunities and threats,laying the foundation for H Company's overseas marketing strategy.Under the guidance of STP marketing theory,combined with the product characteristics of peptide APIs and registration requirements,positioning H Company's target market as high-end and the middle market,that is,it took the European and American countries with strong demand as the main target markets,and expanded to India and other developing countries according to the marketing demand of different products.At the same time,according to the current status of H company to adopt the exporting mode,the contractual entry mode and foreign direct investment mode the three kinds of international entry modes to expand the international market.Based on the theory of 4P marketing theory,4P marketing strategy is formulated for H company.By developing new products and selecting favorable sales channels,H company can gain a favorable competitive position to increase its profitability,promote the international development and management of H company,and provide effective and high-quality services for the demand market.By studying on the API international marketing strategy for H company,the paper can not only give some substantive suggestions to H company,but also hopes that to provide some reference for other API companies to expand oversea marketing.