A Research Of HBV Reagent Competitive Strategy Of Roche Diagnostics Company

Headquartered in Basel, Switzerland, Roche is one of the world's leading research-focused healthcare groups in the fields of pharmaceuticals and diagnostics. As a supplier of innovative products and services for the early detection, prevention, diagnosis and treatment of disease, the Group contributes to a broad range of products to improve people's health and quality of life.In order to operate the business in China mainland, Roche Diagnostics (Shanghai) Ltd was established as a foreign inclusively funded company in August 2000. Since then, Roche Diagnostics China enjoyed a tremendous growth in its business: both sales growth and geographical expansion. It has been the market leader in In-vitro diagnostics market. With its main office established in Shanghai, the company has branch offices in Beijing, Guangzhou, Shenyang, Xi'an, Wuhan and Chengdu as well.As the market leader, Roche Diagnostics China achieved 1 billion RMB sales volume per year with 30% market share after 8 years development. In order to develop continuously and ensure its leadership in the market, it is necessary for the company to promote the business of HBV reagents in China. The author tries to drive the company to make the best of its advantage, avoid the risk of market and adjust the marketing strategy by the market research of competitive strategy for the company.After deep investigating the current status of the HBV reagent market in China ,the structure of the target market is analyzed by Michael Porter's Five Forces Model, and confirm the key success factor of the market through marking in this paper. After that sales competency, market status and resources of the company in the IVD market are analyzed in this paper as well. The author also analyzes the key competitors. In addition, the strength and weakness of Roche comparing to competitors ,opportunity and threat in the market were analyzed through SWOT analysis . Finally, the author adopted the general theory of competitive strategy to confirm the marketing strategy which Roche Diagnostics China should follow (See below),Stage one :Competing in the high end market by distinctive product strategy.Stage two: Rival the whole HBV market base on the cost advantage.The paper pointed out that the marketing competitive strategy for respective stages by using the theory of marketing management and competitive strategy, and considering the current market and Roche's practical situation. Suggestion, control and estimation for implementation were proposed as well to make the described strategy become feasible.