The Research On Market Strategy For Tianjin J Pharmaceutical Co., Ltd.

At present, China’s reform and opening up policy has been carrying out for over30years, meanwhile the unprecedented financial crisis has been striking nearly allcountries, including China. The pharmaceutical industry is confronted with greaterdifficulties than ever. Thus, the management and development of China’spharmaceutical enterprises are faced with greater challenges. Therefore, it is of vitalimportance for business’ survival to scientifically and effectively make marketingstrategy. According to the actual needs of pharmaceutical products marketing inTianjin J Company, an operable and practical pharmaceutical products marketingstrategy is designed in this paper.In chapter one, the present situation of China’s pharmaceutical industry andTianjin J Pharmaceutical Limited Company is introduced. And then, the features ofthe company’s products, as well as its marketing specialities, are analyzed. AlthoughTianjin J Pharmaceutical Limited Company has made great breakthrough andimprovement in marketing practice, there are some shortcomings, which mainlyreflect in the following aspects: conservative concepts, talent shortage, lack ofcooperation between departments, irrational marketing strategy and lack ofinnovation.In chapter two, the opportunities and threats in future market is tried to be foundby the analysis of marketing environment and industry competition environment. Byusing PEST Analysis, the macro environment of enterprise marketing is analyzed inpolitical, economic, social and cultural, as well as technological environment, the fouraspects. Next, the firm’s competitive environment is analyzed. Competitors’ productsand their features are studied. Other information about competitors is learned, such astheir large scale, strong competitiveness, and stable market share. Thus, only bypersistent strategic breakthrough, continuous self adjustment, update or change, and enhancing or creating new competitive advantages, can the company obtainsustainable competitive advantages. Finally, a SWOT analysis model based on thecircumstances of Tianjin J Pharmaceutical Limited Company is built, which providesthe basic idea for the marketing strategy planning and design of the next step.In chapter three, on the products of Tianjin J Pharmaceutical Company, a STPstrategic planning is made, which includes three parts: market segmentation, targetmarket selection, and market positioning strategy. On the study about thecharacteristics of product development and manufacture in Tianjin J PharmaceuticalCompany, as well as the future trends and features of Chinese medicine market, thecompany’s target market selection is made: consolidating the existing market ofhigh-end prescription drugs, meanwhile vigorously developing the market ofmid-range and low-end prescription drugs. On target market coverage strategy,differentiated marketing strategy and concentrated marketing strategy are combined.That is to say, in different market segmented parts, differentiated marketing strategyis taken; and in the next five to ten years, the mid-range and low-end prescriptiondrug market is chosen as focus, in which concentrated marketing strategy is taken.Considering its target market situation plus competitive advantages, thepharmaceutical products of Tianjin J Pharmaceutical Company are orientated in thisway—to win the trust of consumers by good brand image and high quality, and towin the welcome of consumers by price advantage.In chapter four, based on the4Ps theory, the market strategy on pharmaceuticalproducts in Tianjin J Company is designed from the following four dimensions:product strategy, pricing strategy, distribution strategy, and promotion strategy. Theessence of marketing theory does not lie in a separate strategy in one aspect. Actually,in practical application, effective, pragmatic marketing strategy can often play agreater role, have a greater effect, achieved a breakthrough progress, thus promotingthe development of enterprises, enhance the vitality of enterprises.In the end, it is reminded that some measures should be taken in order tosafeguard the implementation of the previously described marketing strategy. Themeasures are as follows: to establish a sound marketing network supporting system,improve the quality and skills of marketing staff, strengthen the management of product quality, to exert effective control on the relationship between enterprise andclients, to constantly improve corporate culture construction, to carry out delicacymanagement through the whole process of basic management. The above measuresare suggested to be taken so as to ensure the effective implementation of themarketing strategy made for Tianjin J Company.