Xi Kangnuo Health Products Limited Marketing Strategy

KANGNUO health product Co.,Ltd is a commercial company, which primary businesses are to supply health care products and medicine. The company was registered in Wuxi, Jiangsu,China. It belongs to the small scales firms measured by the quantity of employees or annual turnover. Its primary market is in southern Jiangsu. The company owns some authorizations, which permit company to supply parts of products as the agent in Jiangsu. This article detailed the problem of KANGNUO Company in marketing management at present and brought forwards all-around solutions to deal with it.The first section of this article applied graph method to analyze KANGNUO Company's turnover's trend these years. As a result, we detected KANGNUO Company's turnover has been dropped since 2002. Then we analyzed its reasons. Through detailed analysis, we found that its marketing strategy didn't fit for its internal and external environment. In order to improve its marketing competency, we must institute a new marketing strategy and integrate its all kinds of resource.In the second section we used the SWOT method to study the internal and external environment of KANGNUO Company. We found there is a great opportunity for development in its marketing environment. Conference marketing is a new type of marketing mode which just develops these years. It is widely accepted by many relative enterprises in this field because of its few marketing procedures and high benefits. According to KANGNUO Company's situation, therefore, we hope that KANGNUO Company should try their best to institute conference marketing strategy as soon as possible for carry out the new increase of turnover.With the goal to develop market more effectively and enhance the precise of marketing position, in the third section, we divided its objective market. We divided the objective market into two segments: traditional distribution market, conference distribution market, in according to vary of customers' needs. At the same time we discussed the characteristic of two marketing segments and posited its marketing status respectively.In the follow section, we applied 4P theory to analyze all reasons which were associated with the turnover. Then we instituted new marketing strategy in according to the different features of these markets and integrate all kinds of marketing resources, foster the special marketing ability. IN traditional distribution market, for solving the unreasonable product structure, we advanced the company should broaden product lines to enhance its marketing competency. In conference distribution market, we suggested the company widen the coverage of clients, maintain the quantity of clients, increase theturnover, raise the marketing share. In addition, we cited some successful cases in conference distribution with considering the company's situation and advanced a set of reasonable projects to improve the success probability and popularized speed of new products.Finally, we summarized above sections in this article and advanced a set of material and feasible solutions to reverse the present marketing situation.