A Case Study Of Firstar Health Care's Market Positioning And Promotion Strategies For Vehicle First Aid Kit In Chinese Market

Firstar Health Care has been in first aid kit business for twenty years. Exporting to developed countries in Europe and America, Firstar Health Care has a deep understanding on the value and function of first aid kit. With the constant development of the livelihood of Chinese people, the need for first-aid knowledge and equipment increases. However, the current situation is that Chinese people do not have enough first-aid knowledge(such as CPR), not to mention buying first-aid equipment.Firstar Health Care is a sophisticated foreign trade company, but does not have a clear perspective towards the Chinese market. Market positioning is one of the issues to be resolved. To tap into the domestic market, Firstar Health Care should first find the target market and pinpoint its market position.By analyzing the strategies on market segmentation, market targeting, the theory of market positioning and the diamond model, this thesis puts forward the view that promoting vehicle first aid kits could be an essential step for the company to tap in the Chinese market. Through SWOT analysis of itself and its rivals, Firstar Health Care understands better its own situation and position in the market, which provides a valuable reference for future decisions on marketing communication strategies.By reviewing existing theories of marketing, it is found that there are not many researches about market positioning and sales strategy on first aid kits. In this thesis, the study on the positioning strategy of Firstar Health Care tapping in domestic market could provide insights and reference for other companies in this regard.