Research On The Competitive Strategy Of Company A

A Pharmaceutical Co.,Ltd.(hereinafter referred to as A)was founded in 2002 and listed on Shenzhen Stock Exchange in November 2017.It is a pharmaceutical enterprise integrating manufacturing,R & D and sales of medicine.Its core business is children’s medicine,whilst also covers medicine for chronic disease and other therapeutic fields.In recent years,with the change of external business environment and intensive launches of regulatory policies such as drug research and development,medical insurance payment,bidding,volume procurement,new version of basic drug catalogs,and "4 + 7" pilot on municipal medicine centralized procurement,the implementation of two tier invoices system etc.,A faces increasingly competitive pressure,and the sales of agency medicines are also declining year on year.How can A overcome the competitive pressure and obtain sustainable development.First of all,this essay will explain the research background and significance in the introduction part,and make a literature review of enterprise strategic management,in order to sort out the research results and theoretical summary at home and abroad;Secondly,combined with the development of the industry,using PEST analysis,Porter’s five force model and other methods to analyze the external environment of A and the basic situation of the pharmaceutical industry,thus identify the operational environment of the business and future development trend.Thirdly,carry out the internal environment analysis of A,combined with its internal resources and capabilities study,point out the possible development path of the company,determine the company’s strategic vision and mission and market positioning,and recommend that A should adopt differentiated competitive strategy to enhance the core competitiveness of the company,that is: with Chinese patented medicine and biomedicine as the wings,with innovative R & D and drugs marketing competency as the driving forces,build a professional brand series with focus on the fields of pediatrics,gynecology and elderly chronic diseases.Finally,the paper discusses the implementation of the strategy in details in the aspects of organizational adjustment,building a learning organization,talent introduction,providing intellectual support,organizational culture reconstruction,promotion and marketing strategy etc.,and clarifies the incentive mechanism to make A an innovative pharmaceutical enterprise and to be "the number one brand of children’s medicine in China with sustainable competitiveness".This paper will provide an alternative management approach for A to get out of the current competitive pressure and obtain sustainable development,and meanwhile provide a reference for private owned pharmaceutical industry a sustainable development model of strategy formulation.