Research On Optimizing The Vitamin Marketing System Of D Company

With the rapid development of China’s feed industry, consumer demands forfood safety and policy-oriented are more obvious now. The No. of large farmingenterprises, especially feed mill had increased a lot, whereas the small and mediumenterprises will gradually out of the market.Vitamins are upstream feed businessenterprises, it must be available as feed materials to maintain the life activities andhealth for humans and animals. In the past five years, the feed industry concentrationcontinues to increase. Large-scale enterprise is much better at bargaining. In theother side, large customers and key customers are also much more attractive to usnow. Moreover, the forwarded order stock phenomenon are much more normal now,downstream customer are also purchasing vitamin more serious based on the marketand its own production ability.D did the acquisition of the world’s largest manufacturer of vitamins FineChemicals Division of Roche vitamins business since2003. Together with BASFand China Regiment (North China Pharmaceutical, Zhejiang Medicine, and into anew, Guangji Pharmaceutical, Dawei, etc.), they form the three pillars in themarket. Since D is a great EU company with a history of111years, their welfare,brand, technology and management are industry-leading level.However, theupstream company must adapt to the market, which will enhance corporation withtheir customers, especially the increase demand from vitamin from the largefarming enterprise, whose negotiation capabilities had increased a lot. However, DCompany is still not flexible, with their original large system. They are not soefficiency in handle the market feedback and customer complaints because of theirlarge personnel, management and the long process of its global controllment. Thecompetitor could take their advantage on this and win their customer by lowerprice. Therefore, as a pioneer in the marketing business, their marketing andmanagement system is currently inadequate, and their employee are still not feel thebig changes in the market. D had to make some change on the sector and related processes to avoid this disadvantage.In this paper, based on the comprehensive analysis of the upstream anddownstream market, together with the current status of enterprise marketing system,we proposed targeted solution for D company to keep their industry leader position.