Research On The Competitive Strategy Of BG—West Branch

BG Huaxi branch is a wholly-owned subsidiary of BG China,which is responsible for the sales business of German pharmaceutical products in 12 provinces of Western China.It missed the golden development time of the pharmaceutical industry in the past few years and did not get the market share matching its product quality and enterprise history.At the same time,its performance in the company is far lower than the East,South,North and Beijing branches,so the staff recognition and market support of the headquarters are far less than those of the other four branches.However,the German headquarters are very optimistic about China's pharmaceutical market and put forward business objectives for China in the next ten years.Therefore,the 2030 development plan has been formulated.However,this goal for Huaxi branch,which has lagged behind other branches for five years,is undoubtedly much harder.At the same time,the external industry environment is also changing dramatically.The growing national attention to national health and the ageing trend of population structure are highly consistent with the slow disease drugs sold by BG.These favorable policies have brought huge business opportunities.However,in the face of the differences among the five internal companies,the gap between the market development of the western region and the strategy of the headquarters,and the actual development of Huaxi branch,it is so unmatched.How can the leaders of BG Huaxi branch face the changes in the market and seize this round of opportunities? They can not only catch up with the performance of the other four branches but also realize the 2030 plan of the headquarters.Therefore,in BG China,under the general strategy,it is of great significance to explore a competitive strategy suitable for BG Huaxi branchBased on the above background,the author uses EFE,IEF matrix and Porter's five force model to analyze the internal and external environment of BG Huaxi branch,uses the thought of modern enterprise strategic management for reference,uses SWOT model and QSPM evaluation method to invite a number of professionals for one-on-one interview and scoring,and finally works out a collection according to the point that enterprise leaders take performance first as corporate culture Sinochem's business strategy is the most suitable strategy for the current situation and future objectives of BG Huaxi branch,and under this strategy,it creates a new industry promotion mode and establishes a new industry standard;once the strategy is successful,it can not only help BG Huaxi branch to establish a protective industry competition barrier but also win 10 years of stable revenue.