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A Research on the Development Strategy of Wuhan Minben Pharmaceutical

Author: LiZhiNong
Tutor: DuLanYing
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Pharmaceutical sale SWOT analysis Minben Pharmaceutical
CLC: F721;F426.72
Type: Master's thesis
Year: 2011
Downloads: 29
Quote: 0
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Abstract


Wuhan Minben Pharmaceutical Co., Ltd(hereinafter referred to as: Minben Pharmaceutical) is a drugs wholesale company which was found in 2009. At present the company is at the primary stage, facing new development opportunities and market challenges. As the largest local rural drugs wholesale enterprise, it is necessary for Minben Pharmaceutical to review, revise and adjust the company’s development strategy. So the company could adapt to the changes in internal and external environment, seize opportunities, avoid threats, capture the regional markets quickly, then realize the profit maximization, and finally lead itself to the healthy, benign direction.This paper firstly analyses the macro environment with PEST analysis and the industry environment with Five Competitive Forces Model. Then it uses Resources Analysis and Core Competitiveness Model to dissect the internal environment. Based on the analysis above, this paper evaluate Minben Pharmaceutical’s internal and external environment in a quantified and comprehensive way with Elements Evaluation Matrix. Finally, through SWOT analysis the author analyses the company’s strategic choice matching, determines the overall strategy, competitive strategy, functional strategy, and discusses its implementation measures.Through the analysis above, this paper suggests that Minben Pharmaceutical should adopt rapid growth strategy in future development. The company shall give full play to regional advantages, seize opportunities of rural drug two nets construction, basic drugs system and new cooperative medical system reformation. It also needs to broaden the marketing channel, expand coverage, occupy most of the region, and gradually expand market share to peripheral provinces. In order to realize the strategy, Minben Pharmaceutical should take some internal and external measures. Internal measures include integrating departments power, optimizing its asset structure and building up talent reserves. External measures include strengthening brand effect, and taking positive, competitive expansion strategy.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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