Research On Marketing Strategies Optimization Of Vitamins In Asian Market

Vitamins are of organic compounds vital for maintaining physiological functions of both human and animals.Since 2001,Chinese vitamin industry has developed rapidly and gone through several stages like rising,integration,technological innovation and fierce market competition,etc.Currently,Chinese vitamin industry has emerged from predicament of being restricted in capital and technology,accumulating valuable operation experience in aspects of technology,production,marketing,sales channel,etc and also possessing enough financial capital to compete with foreign enterprises.However,at present,market environment is quite complicated.Environmental protection inspection tends to be common and specific,which has eliminated backward production capacity in large amount.The global currency exchange rate fluctuates obviously and RMB has appreciated,causing vitamins price to decline and reducing profit of Chinese manufacturers accordingly.Current global trade friction and trade protectionism prevail.Due to high investment returns in vitamin industry,industrial and financial capital are active and attracted to invest on new plants,which is quite numerous and make the whole industry competition pattern further dispersed.Considering the above negative factors,survival and development of Chinese vitamin enterprises are decided by whether they can reasonably adjust their marketing strategies based on their own objective conditions and also from strategic perspective.Based on market investigation and on-site research of AHTG,this paper analyze its present situation of international marketing in Asia.AHTG is a large domestic vitamin manufacturing enterprise holding biological fermentation technology and chemical synthesis technology.The analysis methods include PEST,Michael Porter's Five Forces Model,SWOT,Marketing Mix,etc.Many shortcomings have been found out in existing marketing strategies of AHTG in Asia,like single product structure,unreasonable pricing strategy,insufficient personnel incentives and unsatisfactory sales channel design,etc.To solve these problems,based on analysis of macro environment,industry and international environment,advantages and disadvantages in value chain,this paper put forward relevant suggestions on optimization of international marketing strategies of AHTG in Asia.On product structure,vertical integration strategy should be taken to increase product portfolios and Niche products should be found in the current Red Sea vitamin industry.In terms of Pricing Strategy,AHTG should give full play to its scale advantage and take cost-saving measures in every link of its enterprise value chain to reduce production costs.Meanwhile,AHTG should formulate corresponding pricing strategies according to market share of each product.As to Promotion strategy,personnel promotion should be recommended while quality of sales person needs to be improved with effective incentive and performance evaluation system established.Regarding Place Strategy,short sales channel strategy should be adopted and maintenance of existing sales channel.In the end,guarantee measures are formulated for the implementation of international marketing strategies of AHTG in Asia,so that relevant optimization strategies can be effectively put into effect.Based on the comprehensive analysis of the overall competitive environment of vitamin industry,this paper is to find out problems existing in current marketing system of AHTG and put forward corresponding solutions,so that AHTG can develop into a leading vitamin enterprise in the world.Also,this paper will provide suggestions on international marketing strategies for other vitamin enterprises,which to some extent holds reference value.