Research On The Marketing Strategy Of CT Company

Under the condition of global economic development slowing down,bio-medicine is emerging,maintaining sustained and rapid development,which is undoubtedly one of the most favored industries in today's society.CT company(CT for short)is a pharmaceutical & chemical sales agency,established in 2014,whose main products are peptide chemicals which belong to the bio-medicine.After the initial survival period,CT is now facing the bottleneck stage into the development period.In order to adapt to the increasingly fierce competition,it is necessary to systematically study its marketing strategy so as to make CT gain greater competitive advantage.CT company is taken as the research object in this article.Its main business is to provide raw materials for domestic and foreign pharmaceutical manufacturers,especially peptide chemicals.The marketing strategy of CT is studied through the research ideas of finding problems,analyzing problems and solving problems,through the research methods of theoretical study,case analysis,market investigation and interview.First of all,through the analysis of the current situation of CT's marketing,four major problems are found.Then,the macroscopic environment of biomedical development is analyzed,and the industry environment of peptide is analyzed by Michael Porter's Five Forces Model,and then analyze the strength,weakness,opportunity,and threat of CT by SWOT Model,and study its market by STP Theory.Finally,on the basis of core marketing strategy--4P,the article puts forward the marketing strategy of CT from four aspects--product,price,place and promotion,and also puts forward the guarantee mechanism of talent guarantee,information guarantee,technology guarantee and service guarantee,to ensure the implementation of marketing strategy.By summarizing the basic situation of CT,and analyzing the current situation from two aspects of main products and main customers,the article finds out four main problems in CT marketing: scattered selection of product,loosely setting of price,weak control of place,and academic lack of promotion.The article analyzes the marketing environment of CT.Firstly,the macroscopic environment of bio-medical industry in China and the world is analyzed.Then,the industry environment of peptide chemical is analyzed by Michael Porter's Five Forces Model,and found that many potential entrants,concentrated suppliers,steady increase of buyers,relatively few substitutes and fiercer existing competition.At last,the SWOT Model is used for analysis in details,to find out the strength and weakness as well as the opportunities and threats it.Three obvious strengths are: quality control system,industry background and organizational structure.The weaknesses are mainly reflected in two aspects: shortage of funds and talent disadvantage.Two important opportunities: the overall development of peptide drug market in the global scope,and the rapid development of peptide industry in cosmetics in China in recent years.Two main threats: first,if the gene recombination method occupies the leading position in peptide synthesis in the future,the peptide chemicals,attached to the chemical synthesis method,will lose their significance;second,more and more sales agents have joined the competition of peptide chemicals.The article puts forward the marketing strategy and corresponding guarantee mechanism of CT.First of all,with STP analysis theory of target market,the article subdivides the market of peptide chemicals into CRO,patent drug CMO and generic API,selects the patent drug CMO in European and American and the generic API in Indian as its main target market,and then clarifies the market positioning: to become the most professional and comprehensive supplier of peptide chemicals.Based on the above analysis,four marketing strategies for CT are worked out: highlighting key products,implementing ranked price,integrating development place and enriching promotion forms;meanwhile,in order to ensure the implementation of the above strategies,four guarantee mechanisms are prepared: recruiting the excellent professionals,improving the information system,building the technology partnership and providing the whole supply-chain service.Although there are many marketing strategy works on the market,only a few focusing on the sales agency company.The research in this article can be a practical guiding for CT 's marketing,and also can be a reference for sales agency in other industry...