Johnson&Johnson Vision Care (China) Corporation Development Strategy Research

Johnson&Johnson Vision Care is a leader of global contact lens market.J&J came to China in 1996, J&J market share rank the third in Chinese contact lens market.The writer believe we should analyse and design J&J vision care Chinese market strategy again. At first,the writer analyse the macro environment: at present,the structure and development trend of international political power is benefical for dispersing Chinese international pressure;the international environment let us have spirit to develop national economics.national political situation is stable,national economics development trend is very good,J&J vision care is facing big market opportunity in china.then,the writer analyse the industry environment.conclusion of industry five powers competition model:in Chinese contact lens market,industry barrier is high;suppliers bargain ability is low;threat of replacement is low;competition of industry is normal;buyers bargain ability is middle level.the writer analyse the internal environment of J&J.conclusion of value chain analysis:J&J internal management is better than competitors.but,strategy management ,new pruduct development and marketing &sales ability are worse than competitors.conclusion of SWOT analysis:J&J internal strength and environment opportunity are dominant.after macro environment,industry environment and internal ability analysis,the writer put forward J&J vision care development strategy: first,total strategy.according to J&J internal resource and ability,we choose relative diversity strategy;second,competition strategy ,J&J choose objective focus strategy.the third,department strategy,the writer has analysed HR strategy;marketing&sales strategy;enterprise culture strategy.at last the writer put forward strategy operation plan,and restrict factors of strategy choice and operation.