Study. Covidien La Product Marketing Strategy In China

Medical device is an important branch of Medical industry that is the essential part of the advanced healthcare. And it is increasedly to contribute to the national and global economy. With the rapid development of the economy of China, the market of medical instrument is also so prosperous meanwhile so that so multinational corporation invested in China. The competition is increasing. And the policy is an key factors to influence on this market.The laparoscopic surgery in China was initiated synchronously with the developed countries. But due to the economic limitation, it is not so popular as the developed countries. Moreover, the development level of eastern and western China is also uneven. But the trends are so rapid. With the development of the laparoscopic surgery in China, the market of its relative instruments will be boomed more and more. As the worldwide leader for the laparoscopic market, Covidien is setting up its distribution Channel and to innovate in the marketing solution. We can now expect it will be the one of the largest provider of laparoscopic product.The paper analyzed the current situation and future trends of the industry using the framework of Porter's five forces and SWOT analysis. And based on the competition situation and current marketing strategy, the suggestion and future advices are also presented considering the 4Ps. It will be a good reference for the enterprises of the laparoscopic products manufactory.