Research On Marketing Strategy Of Certain Group Of Medical Products

China’s pharmaceutical industry as well as its related industries has been developing rapidly, the demand of medical consumables industry has been increasing and releasing constantly. Meanwhile, the rise of domestic players along with MNCs has speed up the formation of China’s market layout, which has made competition increasingly fierce. It is a wild spread problem among companies that how to maintain rapid growth and sustainable profitability in an environment with fierce competition. Marketing is a keep area of competition determining the success or failure of the development of a company. Only with the suitable marketing strategy could a company ensure its operation is in the right direction.This paper analyzes the company’s external environment firstly, including the macroeconomic and the competitive environment with detailed internal analysis following up. Combining internal and external environment analysis with author’s many years’experience in the industry, the opportunities, threats, strengths and weaknesses which have a significant impact on marketing of the company are determined. Secondly using a SWOT analysis the paper reaches a guidance of marketing strategy Based on the risk control, give priority to revenue growth and enhance management efficiency as well as a centralized competing strategy aiming to make the company the most efficient medical consumables supplier in China. Then is the target market and market positioning of the company using the STP theory and a detailed marketing strategy within four fundamental dimensions of marketing strategy i.e. products, channel, promotion, and price. Finally the detailed advice for company’s marketing strategy is formed where the central idea of this paper lies.