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A Study on the API Sales Strategy in the International Market

Author: TanYaPing
Tutor: TianZhiLong
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Marketing strategy International market Pharmaceutical API
CLC: F426.72
Type: Master's thesis
Year: 2010
Downloads: 165
Quote: 0
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Abstract


China is one of the API production giant for the world, the huge demand from the international market has stimulated the Chinese API manufacturers into rapid development. Strict regulatory and fierce competition has been confronted with the Chinese producers. Grand Pharmaceutical Company is trying to develop sustainably and to be the NO. 1 in the middle of China in 3 years. This thesis has thought about the API marketing in the international market and the existed problems, trying to find the solution for the API market strategy in the international market. .MS is a very important product for the Grand Pharmaceutical Company, it is a mature product, the price competition is very fierce in the international market. The thesis has applied the STP theory into target market segmenting, market targeting and market positioning. The international market could be divided into regulatory market and non-regulatory market that is traditional market and booming market. This thesis has make an analysis of the marketing strategy in some booing markets such as Brazil and Russia. This thesis has also adopted 4PS theory to make analysis of Product, Price, Place and Promotion. Grand Pharmaceutical Company has a very loose relationship with the end users at present, which should be strengthened afterwards. Few diversified specification has been developed to meet the different customers, some work such as agents selection and agents evaluation has been done, but the work is not comprehensive and forward. The action for band promotion is not enough. The thesis has decided the pharmaceutical API marketing strategy in the international market in the following three years on the basis of market analysis and the company’s ability. The product price should be decided promptly, the brand strategy should be widely adopted in the mature markets. The diversified specification should be set up to meet the customers’demands. The business relationship with the end users should be more and more close than before. To adopt the brand enhancing strategy and increasing the company influence in the international market. I wish that this thesis will be a reference for the company’s international marketing strategy.

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