The Study On Glocubay Marketing Strategy

Entering 21th century, diabetes becomes one of the threatening disease to human health. With the rise of the diabetic-suffering rate, the drug market for diabetic treatment has become larger and larger. In this circumstances ,a number of large size drug maker have strengthened the research and development of effective orally taken Oral Anti-diabetes。The manufacturers need to acquire an up hand position due to the intensive competition, market positioning is one of the key factor. It is more important to find the right direction of enterprise development , select suitable target market , raw up effective market strategy, and increase the market share.Bayer is one the famous medicine manufacturer in the world, and plays a leading role in the treatment of the diabetics. In 1990, Bayer headquarter in Germany developed the Glocubay, a new orally taken drug for diabetics. Ever since it has been sold in China from 2003, it remains on the top of sales volume. While the market is expanding and competition fierce, it is worthy of consideration how to keep Glocubay's leading edge for.The thesis is written on my understanding of drug industry , with reference of both domestic and overseas documents. It mainly analyzes the macro environment of domestically made orally taken Oral Anti-diabetes, the competition faced by Glocubay, based on my theoretical knowledge of marketing theories , and with the Glocubay of BAYER as my research target. In this thesis, with the use of SWOT, I analyzed the special features of Glocubay and its advantages and disadvantages , explored its opportunities and challenges, and suggested the positioning of Glocubay and formulated the marketing strategy for it with the help of 4P marketing theory.