| The pharmaceutical industry is developed very fast because of the development of scientist and marketing in 21st century.The competition is becoming strong as per the development of this industry.Before 2010,Dongtai's main business is pharmaceutical,and it's profit is reducing because of the strong competition.It need huge investment as per The Regulation of Pharmaceutical Product Quality and Production Control System<2010 revise version>.Under such condition,Dongtai change their investment direction to real estate and chemical industry in 2010 and 2011.But the new investment isn't successful,and the whole business is in bad situation.It's obviously that the current strategy can't help the organization make good business.Dongtai need to work again about their strategic positioning in order to improve the situation.This article use Factor Analysis Approach,Michael Porter's Five Forces Model and BCG Matrix to analysis Dongtai's outside condition and business development,and then use the SWOT model analysis the outside opportunity and threaten,inside strength and weakness.And finally Dongtai make decision to give up real estate and injection preparation.Dongtai only focus on pharmaceutical industry and agriculture chemical.Through the research of this article,can help Dongtai learn out the outside condition and know well about the organization,and work out the exact strategic positioning and grow up healthy.And it also can be an important reference for the other pharmaceutical companies which have similar problems. |
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