Marketing Strategy Analysis For Glimepiride API Of Company S

With the rapid development of China’s pharmaceutical industry, China has become aworld power of API (Active Pharmaceutical Ingredients) manufacturer and exporter. Underthe situation that worldwide API production moves toward developing countries, ChineseAPI manufacturer how to seize the opportunity and take the chance to find out a suitablerapid development road is a hard problem need earnest consideration and close study. As theimportant export markets, regulatory market such as Europe, USA and non-regulatorymarket such as south America, Middle East have a large market demand for Chinese’sAPI. But Chinese manufacturers which lack of marketing experience in overseas marketswere stumped for export to these markets because their different cultural background,language, regulation and law, and different requirements for registration, qualification andspecification, as well as the strict access requirements from their authority and customers.This paper summarized worldwide pharmaceutical industry firstly, and performed theanalysis for API market, five forces model and SWOT to confirm the strengths, weaknesses,opportunities and threats of API industry. Second, paper discussed the marketing strategiesfor API in the aspect of registration, technology, price, characteristic API, exhibition andcontract manufacture, and made comparison for six strategies. Finally, took Glimepiride APIproduced by Company S for example, designed a detail marketing program includingresource input, market segmentation, registration, technology and so on. And performed riskassessment for the program and recommended some risk countermeasures.Combined with API market analysis, paper offered a full set of practical internationalmarketing strategies for Chinese’s API, which provided a guideline for API manufacturerthat how to make strategies with industrial market opportunities and present resources.These strategies have practical significance for difficulties solution of API manufacturer.Paper took Glimepiride API produced by Company S for example to design the marketingprogram, which has referential significance for API export of other API manufacturers.