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Strategy Research of Qingdao YB Bio Engineering Co.Ltd. Marketing

Author: TianMing
Tutor: TangLiang
School: Northwestern University
Course: Business Administration
Keywords: Qingdao YB veterinary biological product technology marketing strategy
CLC:
Type: Master's thesis
Year: 2014
Downloads: 5
Quote: 0
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Abstract


In the rapid development of biotechnology today, new veterinary biological products technology enterprises have emerged. As other industries, veterinary biological products technology enterprises mostly are existing marketing mode relatively backward, single sales channels, low market share and so on.Facing the enormous pressure on business survival, The veterinary biological products enterprises are facing practical problems that how to accurate analysis and prediction the internal and external environment of veterinary biological products industry, recognizing their own strengths and weaknesses, how to made the more competitive marketing strategy formulation, realizing the healthy and rapid development of enterprises. Qingdao YB Bioengineering Co., Ltd. as a new veterinary biological products technology company, is also facing the same problems in the enterprise marketing strategy formulation and implementation.Basing on the operation status of Qingdao YB company, the management and the knowledge of marketing as the theoretical basis, using SWOT and PEST as the analysis tool, this thesis analysis the external market environment, current situation of industry competition, marketing present situation and its own advantages and other aspects, to find out the problems and shortcomings of QingdaoYebio company in marketing management.Through the market segmentation, selection and positioning of Qingdao YB company’s target market, research on the target marketing strategy and market positioning strategy, using4PS marketing strategy combination, from the aspects of product, price, channel and sales promotion and so on, a series of scientific marketing strategies are making for Qingdao YB company, and some measures are putting forward to guarantee the implementation of the marketing strategy.The results of this study are respected to provide theoretical support for marketing and development of Qingdao YB company, to improve their market share, to increase product sales which also can provide suggestions of system science as the enterprise marketing of veterinary drugs in china.

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