Research On Competitive Strategy Of T Company’s Medical Equipment Import Agent Business

China’s medical market has a high demand for medical equipment,and high-end medical equipment is mainly imported.However,with the rise of domestic medical equipment technology,some imported medical devices are gradually being replaced by domestic ones.In addition,the government has issued a series of policies to support domestic equipment and encourage medical institutions to purchase domestic equipment,resulting in a decrease in demand for medical equipment import agents.At the same time,competition in the foreign trade agency industry has intensified,and business share has been severely squeezed.T Company is a wholly-owned subsidiary of a state-owned group company in Guangzhou,and the scale and profit of its medical equipment sector account for the largest proportion of the company as a whole.In 2022,T Company’s amount of new contracts and profits from medical equipment import agency business has experienced a sharp decline,and it’s shows that its competitive advantage has been weakened.It is urgent to develop a competitive strategy that is suitable for the current stage of development,to conquer business challenges and bolster core competitiveness.This article focuses on T Company’s medical equipment import agency business,and analyzes the environment it faces based on an introduction to the basic situation of the business.Firstly,the PEST is employed to assess the external environment,and the result shows that it is confronted with both opportunities and threats.Secondly,Porter’s Five Forces analysis models is used to analysis the industry competition environment,and it concludes that the business faces a harsh competitive environment.Then,through the analysis of internal resources and capabilities,it shows that T Company’s core competitiveness lies in strong marketing and service capabilities,high-quality financial resources,and a good brand reputation.Next,four combination strategies are summarized and refined using the SWOT analysis model,and a differentiated competition strategy is selected based on T Company’s strategic objectives.Implementation strategies are proposed from four aspects: products,brands,marketing,and services.Finally,a competitive strategy implementation guarantee plan is proposed from five aspects: marketing services,funding,human resources,systems,and information security.It is our wish that this study can assist T Company’s medical equipment import agent business in surmounting obstacles,augmenting business profits,and enhancing core competitiveness,while also furnishing guidance for other similar businesses,particularly small and medium-sized enterprises,to devise and execute competitive tactics.