Sales And Marketing Strategy For An Imported Biologic Prosthesis Of Company A In China Hernia Repair Market

The globalization and aggressive economic growth in China has not only resulted in the continuously improved quality of life of Chinese people, but also the continuously improved needs of healthcare quality.An obvious feature of the market of hernia repair materials in China is its highly intensive competition. Chinese surgeons have been using chemically synthetic meshes for years. The lack of understanding on the concepts of biologic prosthesis has been the basis of the over-supply of low-price, low-tech and relatively high patient risk synthetic meshes in the market. Company A launched its Biologic hernia repair prosthesis (which belongs to its Biologic tissue repair prosthesis series) in China, which is a high-end, high-tech and low patient risk material for hernia repair. As a new comer in the market, company A needs to work out a sophisticated sales and marketing strategy to achieve quick market penetration and set up its core competency to support its long-term growth in China. This is also the objective of this thesis.The author provided background information such as categorization of tissue repair materials and the development trend, current situation of Biologic prosthesis in China hernia repair market, as well as information of the Biologic prosthesis of company A. The author then analyzed the market with modern marketing theories such as PEST, Porter’s5-forces, SWOT and competitor analyses, etc. Bases on these analyses, the author suggested the below sales and marketing strategy for company A. Company A should position its Biologic prosthesis as the market leader in the segment of Biologic prosthesis in China hernia repair market, and achieve quick market penetration through focusing on young and middle-aged patients of inguinal hernia, then gradually expand its target segments. Finally, the author suggested pricing strategy and channel strategy, as well as construction of sales and marketing information system, in order to suggest practical sales and marketing strategy and tactics to enhance the market penetration and customer-value delivery of the Biologic prosthesis of company A.