The Research On Marketing Strategy Of EP Biotech Company In Southwest Market

EP is a famous biological instrument company, whose head quarter located inHamburg, Germany. It entered Chinese market by setting up the Hong Kong office in2003.At that time, EP sold all its laboratory products by agency. Along with the rapiddevelopment of Chinese biological instrument market, EP Company changed their strangeand wanted to enter the whole Chinese market by direct sales in order to increase sales andmarket share. However, because of poor understanding of the biological instrument marketand users in southwest region, EP Company needed to know how to enter this market andlaunch products successfully. Therefore, this paper aims at how to set a reasonablemarketing strategy to help EP Company achieve its development goals in southwest region.According to the above question, this paper focused on the following points: first ofall, how to evaluate the market situation; secondly, combined with EP’s resources andability, how to select the right target market and key users; thirdly, based on the targetmarket and key users, how to launch the products effectively.Though the marketing survey, collecting materials and other methods, this paperanalyzed the macroscopic environment of southwest market and the feedbacks of localusers. Combined with the advantages and disadvantages of EP Company, the paper gavethe suggestions on how to enter the southwest market.This study aimed at providing reasonable marketing strategy for EP Companyentering southwest region. Besides, also for the reference for the small and medium-sizedforeign enterprises in entering southwest market as well.