The Research On Competitive Strategy Of A Biopharmaceutical Company

Bio-pharmaceutical industry is most promising high-tech industry in the21stcentury, it is recognized as a sunrise and international industries, and also anindustrial cluster relying on multi-disciplinary fields as well as advanced technologyand tools to develop. It is related to national health, social stability and economicdevelopment. With the development of Chinese economy, people’s living standardshave been greatly improved and the demand for health is also growing, this create agreat opportunity for bio-pharmaceutical industry.A Bio-pharmaceutical company is a high-tech pharmaceutical companyspecializing in genetic engineering pharmaceutical. From1996to now, the companyhas always insisted on the enterprise idea of well-behaved, unique technology,hard-working and caring, and has made remarkable achievements in the field ofrecombinant human growth hormone. But with the speeding up of economicglobalization, continually advancement of technology and the development ofbio-pharmaceutical industry, the competition is more and more competitive. More andmore companies have been seen the considerable development prospects ofbio-pharmaceutical industry and begin to enter this area. If A company wants toConsolidate the market position and obtain constant development in such fiercemarket competition, it must formulate feasible market competition strategy.Firstly, this article analyze the external environment from the perspective ofmacro environment and industry environment, including domestic economicdevelopment, the relevant policies and regulations, bio-pharmaceutical industry development status and so on. Then analyze A company’s current competitivesituation by using Michael Porter’s Five Forces Model. Then divide the externalfactors into two types of opportunities and threats, and using external factorevaluation matrix(EFE) to analyze the external environment, finally concluded thepoint that external environment is conducive to the development of A company.Then, analyze the internal environment from the perspective of enterpriseresources and enterprise capabilities. The enterprise resources include physicalresources, financial resources, organization resources and human resources. Theenterprise capabilities are consisting of production capacity, learning ability, R&Dcapabilities and marketing capabilities. Through these analysis, we understand andgrasp the external and internal environment of A company, and then summarize theinternal strengths and weaknesses, and using internal factor evaluation matrix(IFE) toanalyze and conclude the internal environment, finally concluded the point thatinternal environment is conducive to the development of A company.Based on a thorough analysis and understanding of the internal and externalenvironment, using SWOT matrix analysis, and considering the strategy goals, wedetermine to adopted the differentiation competitive strategy. The strategy ofdifferentiation is carried out from the product, brand, marketing and human resources.Finally put forward the proposal which is optimize the organizational structure,strengthen corporate culture and information technology to guarantee theimplementation of the strategy of differentiation. The proposal is practical andtargeted for A company’s further development, and also has strong practical guidanceand reference significance for the similar enterprise’s production and operation.