G Company Va Product Research, Marketing Strategy In China

Medical devices is an important branch of Medical Care Industry, among them, high valued consumables are specific devices and are widely used in clinic, most of them are artificial organs or implantable devices.Along with the economical development, the awareness of "Life Quality" is prompted. We are demanding how to elevate pain, recover health and extend life. It brings huge opportunities of business development of medical devices(including high valued consumables). More and more global companies have been entering, set up branch offices or invest in setting up manufactures. Even a lot of local private companies believe that medical industry has bright future, they attract talent worldwide, start to build up technology research center, begin to gain market share from imported brands.As a result of heat competition, black deals were exposed by news mediums, relationship between physicians and patients is accurate. Difficulty of access and expensive medical cost has become one of the Top 3 hills. In terms of such tough situation, the government asked the committee of reform and development and health ministry to work together to issue a proposal of China Medical Reform. They introduced the draft in last Oct, the final version has been announced Apr.6, 2009.How will the industry be impacted by medical reform? As a global leading company in the industry, G company will launch its important VA products in China in 2009, how to evaluate the situation and make critical decision in accordance to match the environment, has been listed on the agenda.The paper including 9 parts, the first is a definition of medical device and high value consumables, the second is a brief introduction of G company and an analysis of macro environment. The third one is positioning and target segment. The next 2 sections are followed by VA product and pricing strategies. The sixth one is focus on channel selection and integration. The last one is a discussion and exploration of using differentiation strategies to improve interaction among physicians, patients and manufactures.The purpose of the paper is try to use the theory of marketing strategies to analysis business needs and work out an effective sales and marketing strategies under the changing of environment.