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MINSI Promotion Plan for2012in Guangdong Market-ABELLO Company

Author: DingMei
Tutor: GongZhen
School: South China University of Technology
Course: Business Administration
Keywords: ALK Desensitization Treatment Sale Promotion Plan
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 123
Quote: 1
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Allergic reaction, which is the body’s abnormal response to one or more substances,including insect sting allergy, food allergy, contact allergy and allergic respiratory diseases.Although the countries strive to control the infectious disease, but it’s frequency ofoccurrence still rise year after year and get more and more attention from each countrygovernment in the world. The World Allergy Organization published the result of allergicdisease epidemiology research on30countries and regions in the world’s first allergic diseasesday, that in these countries,22%of the population of1200000000have immunoglobulin Emediated allergic diseases, such as allergic rhinitis, asthma, conjunctivitis, eczema, foodallergy, drug allergy and anaphylaxis. The rapid growth of the Allergic disease prevalence hasreached the extent of some epidemic.As a global desensitization expert, ALK company dedicated to research and produceallergen products for specific immune treatment, which are popular around the world. Theproducts the company sales in China is the Westminster series, which injection products forimmune therapy. the company will expand the portfolio of the products in mainland market In2012, and plans to introduce allergen diagnostic products and allergy treatment tablets tomainland, which sales well in Europe and the United States, to improve the mainland marketshare.By the analysis of the marketing environment and the development strategy, This papersuggest the promotion plan of desensitization treatment products in Guangdong market infuture2012,according to characteristics and marketing performance of the company’sdesensitization product. Firstly, this paper research on ALK’s marketing history in Guangdong,combined with company’s performance and future strategy, to make clear which marketingmethod to follow in future. Then, this paper suggest the marketing plan for ALK inGuangdong in2012by analysising macroscopically environment,industry environment and itsproduct, by using macroscopically environment analysis model, five model, SWOT method.

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