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The Analysis of Marketing Strategy of Plendil
Fu Geyang, Tian Lijuan
2020 (1):
37-43.
摘要
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Objective To provide marketing strategies suitable for the characteristics of the Chinese market by determining
the strengths, weaknesses, opportunities and challenges of Plendil through SWOT analysis. Methods SWOT
analysis of Plendil shows that the product is well-known with safety, tolerance, excellent performance, and good
brand image. In addition, great market potential, and the gradual improvement of the medical market and the
health insurance system all provide an exciting opportunity for its development. However, weaknesses and threats
still exist, including unsound marketing policy and remuneration incentive system, poor channel control, fierce
market competition, competition from foreign companies and domestic generic drugs, and the intensified state
supervision efforts. Accordingly, our company shall speed up the design of marketing portfolio strategy through
4P theory. Results and Conclusion Establish brand image and ensure high quality products are conducive to
maintaining advantages; Improve sales cost policy and salary incentive system, and strengthen channel control
are conducive to overcoming disadvantages; Actively carrying out academic promotion is conducive to seizing
opportunities; Accelerating product upgrading, formulating reasonable pricing strategies and developing
relationship marketing are conducive to the company to cope with threats and maintain an advantageous position
in the fierce market competition.
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