| Medical product differs in general consumables by way of one sort of Special Merchandise, it provides with characteristic of using depending on doctor instruction, the consumption quantity of medical product can be directly affected by hospital doctors. In the medical market place, 75% of sales are came into being in hospitals. Many companies aim at potential target hospitals and medical product competition becomes more and more intensive, therefore, Pharmaceutical companies now face effective marketing mix challenge. Medical sales people always finds: the most difficult thing is to put new products into hospital, the most important thing is to promote product, the biggest trouble is post-sales gathering. This case tells of history development of Daiichi Pharmaceutical (China) Company Ltd. since started its marketing in China in 1988. the history is divided into three phases, each phase includes different medicine market environments and definite marketing strategies. The case in first part mainly epitomizes that Guangzhou office challenged the sales target and made marketing strategies. In second part of case, it presents analysis of marketing strategy for Guangzhou office by means of 4 P's tool and utilization of SWOT to study the operation of Daiichi company, promotion mix, etc. in addition, at end of second part, it brings forward schemes and one optimum proposal for Daiichi's future.
|
PDF Full Text Request