A Study On The Veterinary API Sales Trategy In HS Pharmteutical

HS Company, after10years of rapid development, has enjoyed a certain popularity inthe veterinary industry, by virtue of florfenicol and water soluble florfenicol. With a weakglobal economy, the multiple pressures of redundant competitors, supply and demandimbalance, there are many challenges in front of HS: how to stabilize and expand theexisting advantages; how to reduce the cost and improve competitive advantage; how toavoid a price war, the production of differentiated products; how to improve customerloyalty promote customer buy again; HS should establish a marketing strategy in line withthe laws of the market, thereby strengthen and expand market share, and enhance thecompetitiveness of enterprises, and increase profits. This is the purpose of this paper. Thefull text of the body is divided into four parts:Part I, Profounding the questions, then analysising them, next reasching ideas andmethod.Part II, Introducing analysis tools of marketing strategy and HS company’s veterinaryAPI internal and external environment. This part is the full text of bedding articles,throughHS SWOT analysis，Porter’s five forces model analysis and definition of the product lifecycle of florfenicol, HS needs to find a way for avoiding cut throat competition. Under theprice war time. Therefore, the product positioning is particularly important. MarketPositioning, through STP theory, is inclined to achieve sustained development.Part III, HS Veterinary API marketing strategy. This part is starting from the macroperspective of marketing, with emphasizing the improvement of own strength, andcontrolling the costs. As a basis for the analysis of real market demand, producing targeteddifferentiated products adheres customers, enhances brand awareness, and gets high profits.moreover, HS outstands product differentiation, based on the analysis of veterinarychannels and customer intelligence, escapes the strange trap of cut throat competition, andselects an effective marketing strategy, including: the circle marketing, role models marketing and word of mouth marketing. Meanwhile,fluctuations in price, is the good timefor obtaining customers, of the market. According to customer psychology and the theoryof "sales bottleneck", HS should seize a share of the competitors, expand market share.Furthermore,wishing the continuing sales, the adhesion of products to customers is veryimportant to establish an effective sales strategy and product strategy, enhancing adhesionof the customers, and thus advancing the brand awareness.Part IV, HS company adopts safeguards for marketing strategy. This part is mainlybacked support for the above parts. First, the structure of the sales organization will protectthe promptly sales and close to the market and the professionalism of sales team, whichsell different products, Second, sales system is the chief method for sales goals andprofits, and HS should get ready to control efficiency, including internal sales personnelefficiency, external channels of distribution efficiency. Furthermore, with regard toestablishment of the sales team, the first is to select salesman, the second is to train them.And third is to forge the implementation of the sales staff.The main contribution of this paper is provide sales tragedy for HS，through SWOT,Porter’s five forces model tool and so forth. Further according to the the specific veterinaryChannels of distribution and the psychological factors of the customer. HS plans to marketstrategies in the regard. Using of differentiation, adhesion products to increase customerloyalty and satisfaction. Expanding the market share, gaining excess profits, andenhancing the brand awareness.