The Study On The Marketing Model For Hainan SLK Pharmacy Co. LTD

The most benefits efficient level of production is termed economies of scales. Compare with U.S.A, many industries in China are large in number, but small in side. Because of limited level of marketing, the weakness of research abilities, or small in side, these enterprises eventually turn to low efficiency in sales.Pharmaceutical industry can be a typical example. There are more than 4, 800 pharmaceutical companies in this industry, and unbelievably, the total of whole industry sales are less than just one company's sales in America. The result is that many medium or small sides of companies are straggling for survivor even though some of them will soon go bankrupt. Such phenomenal must consider some factors, including imposed sanctions by GMP, severe global competition.SLK is a small side of pharmaceutice1 firm, with 76 million of capital, 39 million of sales, and less than 3 million of net income in 2004. The top managers of SLK were working hardly to expend the sides of company in order to win in the new upcoming battle. In general, the expansion has two paths. One is to reform the company; the other is to increase the competitive advantages via a set of appropriate marketing strategies.In fact, SLK has practiced the strategic alliance to achieve the goal, and consulted with some pharmaceutical firms, such as Simcere Pharmaceutical, Tianhongda Pharmaceutical. Unfortunately, the alliances were unsuccessful duo to severe conditions that posed by partners. Therefore, the most important thing is at stake that is finding the appropriate marketing strategies to increase competitive advantages.The essay focuses on the study of marketing model to understand the crisis that SLK faces; induces some information about this company, including the development of company, the products line, the current situation, the organization; identifies both internal and external marketing modals; analyzes some general marketing models running in the industry, such as orgnazation model, concept model, channel model, advertisement modal; also builds a central organization structure andclassified products marketing model based on the current situation of the company. The essay finally provides a new idea including competitive innovation model, channel innovation model, and concept innovation model.The profound meaning of this essay is that gives some suggestions about the marketing model to SLK and other pharmaceutical firms that faced the similar situation and dilemma.