Research On The Marketing Strategy Of Novartis Jia Weile

With the rapid development of China’s market economy, the domestic pharmaceutical market have the rapid development with the foreign pharmaceutical enterprises entered. Set Diabetes field as an example, in 2013 China diabetes drug market scale has reached 17.33 billion Yuan and is expected in 2018 the diabetes drug market scale will reach 34.14 billion Yuan. Accompanied by the drugs increasingly strong market competition, Many foreign enterprises have entered the field of diabetes, such as Bayer, Novo Nordisk, Bristol-Myers Squibb, Senofi-Aventis, Lilly, Novartis, Pfizer, Merck, AstraZeneca, etc. These enterprises have made great contributions to the promotion and development of global diabetes area, they also won a big market share in the diabetes market. Competition between companies is very strong, It’s very crucial that the companies have good products in therapeutic effect and have some competitive marketing strategy plans.This paper reviewed and analyzed many literatures, the relevant concepts of marketing, the related theory of marketing such as SWOT analysis, STP analysis, the marketing mix theory. This article also described about the present development of marketing management. In order to provide theory and practice basis for the research, this paper compared the current different marketing strategy theory.The main body of this thesis analyzed the situation of the company and the development situation of the diabetes market. On the basis of the above analysis, this paper used SWOT theory to analyze the strengths、weaknesses、opportunities and threats of Galvus faced to formulate the marketing strategy plan of Galvus. Furthermore, This paper used the STP theory to Identify the diabetes market segmentation, choose the target market, determine the market position of Galvus. Finally, on the base of the marketing theory of 4p and the service marketing of 3p, the thesis used the marketing theory of 7p to formulate the marketing strategy of Galvus in Product, Price, Place, Promotion, Personnel, Physical Evidence and Process, which provide one study research reference for the pharmaceutical marketing.Above this research, this essay got a conclusion that the current marketing strategy is meaningful to make the pharmaceutical marketing strategy. Because of the particularity of the drug commodity, the marketing mix strategy plan need to be decided by the the corresponding characteristics of drugs. For the future development of pharmaceutical marketing management, This article believes that the future of pharmaceutical marketing will tend to be more serviced, so the formulation of pharmaceutical marketing strategy should consider providing more service marketing strategy.