BST Company’s Marketing Plan Of TP Capsule In2012in Guangdong

Lung cancer, which is one the most common malignant cancer, is the leading cause ofdeath worldwide and accounts for about one million new cases each year. Smoking is themost important cause of lung cancer. In recent years, cigarette consumption in developedcountries is declining, but still increasing in developing countries.So it can be expected thatlung cancer will remain a major health problem indeveloping countries in the future for quitesome time.TP capsule is produced exclusively by BST and registrated in SFDA as nationalsecond-class drugs. In2010, TP capsule is officially to starting selling in the domesticmarket. The BST company is a comprehensive modern scientific pharmaceutical enterprisewhich integrates “production, supply, sale and research”, and respects “professionalmanufacturer of health” as their philosophy in developing professional ophthalmic andanti-neoplastic production base. Who to recommend the so-good TP capsule to the hands ofdoctors and patients to make more cancer patients benefiting from it, and at the same time tomaitain a long-term steady selling growth, is the main purpose of this study.In this study, I will discuss the internal and external environment of BST company usingmarketing theory to analyze and summarize their own advantages and disadvantages,opportunities and threats currently facing, identify key problems existing in the TP capsulesmarketing, and combines with the corresponding marketing theory to develop a specificproduct strategy and price strategy. Specifically, in the external environment analysis, I willfocus on the impact of the macro environment on pharmaceutical industry, the current statusand the trends of development of pharmaceutical industry and anticancer drugs industrystatus, and then analyze the micro-environment of the enterprise in three aspects: consumers,competitors and collaborators. The in-depth analysis of internal environment focus on fouraspects: the company, product, organizational structure and marketing status. Key issues ofthe sales of TP capsule will be summarized through the SWOT analysis. Then with marketingSTP and4P theory, the market positioning and marketing strategy has been improved, andthe recommendations for a number of marketing strategies are advocated.