| The value of manufactured products by enterprises could only be realized through its exchange in the market. Market Promotion is defined as a social process that individuals and collectivities obtain their expected products and prices by the way of creating and exchanging such products and values; thus, Market Promotion Strategy is the core of a Business Operation Strategy. in this article, the writer utilized the true practices in the company that he works for as a case, and discussed the Market Promotion Strategy of selling the products whithin China. TA Biotechnology Co., Ltd. ("TA China" is a Hi-tech enterprise invested and stab1ished in China by Japanese. The major operation scope of TA China is to manufacture reagent for engineering study and provide relevant technical assistance to its product users. The decision-maker in this case is Tang Zihui, Marketing Director of TA China, who proposed and organized the marketing promotion project. In this case, the writer described the basic marketing promotion process over the past two and half years that happened in TA China, and analyzed the macro environment of the market promotion, competitors'status, user information and weakness and strength of the company itself By emphasizing the promotional strategies executed and challenges encountered by TA China since 1998 during its market promotion program, the writer analyzed in different angle of view such as the pricing policy, agent regulation, promotional policy and product research and development issues that would affect the market and sales. In order to get solutions for the questions brought by the case, at the end, the writer gives three countermeasures, which would be used for reference by the decision-maker. The core question to which the case study would eventually give solution is, how would Tang Zihui make adjustment to the market promotion strategy in order to change the current slow progress of sales, realize the year 2000 market and sales target, and mat for the future. |
PDF Full Text Request