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Research of Marketing Strategy of Roche Pharmaceutical Company

Author: WangYanBin
Tutor: JingFengJie
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: marketing strategy specialized academic promotion Roche Pharmaceutical Company
CLC: F426.72
Type: Master's thesis
Year: 2011
Downloads: 389
Quote: 1
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Abstract


Pharmaceutical marketing is a very special marketing,a branch of modern marketing. Many Pharmaceutical companies have developed and growed up in the past twenty years In China. As The Chinese Medical Reform Policy acted a depth-development in 2011, pharmaceutical companies must made marketing strategy adaptation in this new situation, to achieve sustained and healthy development. As The Chinese Medical Reform Policy have been issued, pharmaceutical industry have occurred major changes in the field of production, sales and distribution. The traditional marketing strategy have to change, from money sales marketing strategy to academic promotion marketing strategy and from relationship marketing strategy to knowledge marketing strategy.This thesis begins by explaining basic marketing theory, such as the modern marketing, marketing management, then describes the domestic pharmaceutical market environment and marketing methods and strategies used by most pharmaceutical companies in China. Using marketing analysis tools, such as PEST analysis, SWOT analysis tools, the strengths, weaknesses, opportunities and threats of Roche Company’s marketing strategy occurred in this stage haved been detail analysis. The Roche Company’s marketing strategy have been further evaluated from market segmentation, market positioning and product life-cycle perspectives. The result of evaluation is that specialized academic promotion strategy used by Roche in China is a unique and effective marketing strategy. The company’s customer relationship management system (CRM System) working closely with this effective marketing strategy, the good communication platform of the three partiers between the company, employees and customers is Bullied. In practice, this marketing method achieved good results, becoming one of the mainstream marketing methods.Finally, for the practical problems encountered in China, some suggestions is provided combining with China’s unique market environment, from the aspects of such as new product development strategy, sales channel management, co-ordination between marketing and sales departments, academic and market-oriented strategies and promotion of the company brand. This thesis discussed how the marketing theory is implemented in practice in the well-known multinational foreign-funded enterprises. It’s hoped that this thesis may provide some help for the development of Roche’s marketing and development of Chinese pharmaceutical manufacturers.

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