The Strategy Study Of A Group’s Vitamin C To Enhance The Competitiveness

The VC is the most important API product series of our country. It is only one thatown an independent intelligent property right which has a large number of exportevery year. After years of development, VC producer of China surges to90%worldmarket share. Since the21st century, the fast change’s external economy environmentcauses enterprise’s pressure of competition to be getting bigger and bigger, if theenterprise wants to achieve the long-term developmental strategy goal, must constructcontinues and effective competitive advantage. VC producers of China have severaldisadvantages, such as: lack of strategic planning, poor management, insufficientdevelopment investment. These disadvantages have affected the wholecompetitiveness of China VC product. In recent years, the world pharmaceuticaleconomic downturn, the new medical reform unceasing advancement as well asdomestic VC serious excess capacity. All of these leading to the VC product marketgradually into the trough. Enhancement of VC competitiveness has become more andmore important at pharmaceutical industry strategy of China. Research on VCcompetitiveness not only extends the research views of VC industry, but also enrichesand develops the content of competition theory. Practically it is the realistic need ofVC industry development in this new era, and can also guide the practice ofenterprise, and even pharmaceutical industry competitiveness enhancement.This thesis has made a comprehensive analysis of macroscopic environment withthe method of the determine analysis and quantity analysis in the pharmaceuticalindustry. Analysis shows the approach of the patent expirations and budget austerityslowed down the market growth in developed countries. At the same time, China, as the representative of some countries, has more and more contribution to the globalpharmaceutical market. The next ten years, China’s pharmaceutical industry willcontinue to maintain the rapid development. Based on this analysis, China’s VCindustry will also get the chance of the strategic development. This thesis analyzeddeeply about the VC market competition situation, and the VC consumer demandanalysis, industry characteristics analysis, market analysis and product differentiationanalysis with the method of PEST. In order to evaluate competitiveness of the VCProduct between the enterprises, this thesis adopts the analytic hierarchy process forthe VC competitiveness, formation principle, influence factors, evaluation systembuild up and evaluation method and the establishment of the evaluation systemapplicable to the VC product competitiveness. A Group is a major production andexport base of pharmaceutical materials in China. All products are state GMPcertified, and meet current pharmacopeias. Some APIs are approved by EDQM andFDA. VC is the group’s core product and it reflects the competitiveness and currentposition of A Group in the pharmaceutical industry. At present, VC products of AGroup have a lot of problems to be solved urgently. For example, the material cost ofVC products in A Group is not competitive. In addition, A Group’s VC productsmainly concentrated on the lower expense consumer market with the weak bargainingability and so on. According to these problems, the A Group is in a need of upgradingthe products, improving their own system and the adjustment of product structure.This thesis, in use of economics, enterprise management and product competitivenessassessment etc., and the examples of A Group, provides the VC productcompetitiveness strategy and serves as a reference of our VC manufacturers in China.