BD Medical Device Company Peripheral Venous Catheter Marketing Strategy Research

The medical apparatus is referred to a series of devices, instruments, materials and software used for medical treatment and recovery by doctors。The medical apparatus play a vital role in diagnosing, treatment, intensive care, remission, compensation and prevention。In the past ten years, the medical apparatus has been become a high-tech industry with multiple interdisciplinary, knowledge and capital intensive, developing rapidly。The grosssales were$355。3billion in2009, which is double of2001。in spit of the economic crisis occurred, the growth rate of medical apparatus business had reached at6。99%and7。02%respectively in2008and2009。 It is higher than drug market obviously during the periodical。Overview on global market of medical apparatus, we can find that the manufacturers of United States, West Europe and Japan have keeping the absolute advantage in worldwide。Specially, the companies of US take about40。10%of sale revenues of the world。BD is one of the largest companies of world, which works at medical equipment, medical system and reagent。In2011fiscal year, BD’s sale revenue reached$780million。From1994to now, BD has established14branches in China and invested about$500million to build factory in SuZhou。BD is a success example in China marketing。However, due to more and more drastic competition in China marketing, BD also has to face big challenge from its competitors, both from international and domestic companies。So, to study the marketing stratagem and present appropriable market proposal in the new situation is an important mission not only for BD but also other companies in China。This thesis focuses on one main product of BD---peripheral venous catheter, to study its China’s market strategy depending on my career experience in BD。By using PEST model, I analyzed the macro-environment of the company and its influence to the product marketing。Also, the SWOT is adopted to analyze the company’s advantage and disadvantage。The thesis wants to find the problems of BD marketing strategy in China and proposes an improvement scheme。Although BD has obtained excellent marketing achievement in China in the past years, there are some troubles resist its further developing and market extending, such as indistinct product classification, inflexible pricing scheme, middle-low class market lack, simplex promotion means and so on。The paper presents a marketing proposal that aims at the higher occupying rate and differentiated marketing scheme。It may be useful for BD to extend its market and increase its sale income rapidly。...