| During the recent 20 years, China has been the most active economic entity in the world. The medical market in China has grown rapidly, even higher than the growth rate of GDP .At the same time, competition in this market is getting more and more fiercer.Ethicon Franchise is a business unit of Johnson & Johnson Medical China Ltd., with responsibility for selling Suture, Mesh & Haemostatic Products. Ethicon Franchise is now facing competition from overseas and domestic competitors. At the same time, it has to actualize the"1313"strategic goal of JJMCL. This paper is to explore how to make use of company's internal resources to choose company's product strategy under the external environment.This paper first presents theories of company strategy, marketing strategies, product strategy and research technique, etc, which are used for the research. Then, by means of PEST analysis, the paper points out the political, economic, social and technological environment of the company and analyzes the industrial environment the company is in. As for the internal environment, focuses are on the actuality of human resources, organizational structure, product, price, place, promotion of the company. And then, advantages and disadvantages of the company are given and the opportunities and challenges the company is facing are analyzed Based on the SWOT analysis, the paper provides alternative strategies for Ethicon Franchise. After analyzing several aspects that influence product development of the company, strategy background, strategy objective, strategy measures are presented to Suture, Mesh & Haemostatic Products respectively. Marketing strategy system is formed, and a series of strategy principles is concluded, considering the characteristic of medical products. Finally, the paper gives strategy plan fits for company development from aspect of human resource, product, promotion, place and price. |
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