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A Research of HBV Reagent Competitive Strategy of Roche Diagnostics Company

Author: XiaoJianPing
Tutor: XiongJianGen
School: Southwest Jiaotong University
Course: Business Administration
Keywords: Roche HBV detection Critical Success Factors Competitive Strategy SWOT analysis
CLC: F272.3
Type: Master's thesis
Year: 2008
Downloads: 232
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Abstract

Roche Diagnostics is one of two business units of the Roche Group, headquartered in Basel, Switzerland, is the world dedicated to the research in the field of diagnostic and one of the leading position in the healthcare group. As a supplier of innovative products and services on the early detection, prevention, diagnosis and treatment of disease. In August 2000, Roche Diagnostics (Shanghai) Co., Ltd. as a wholly foreign-owned company in Shanghai Waigaoqiao Free Trade Zone was established to carry out operations in mainland China. Since its inception rapid business growth, growing scale, a few years has become a market leader in in vitro diagnostic. The company is headquartered in Shanghai, set up offices in Beijing, Shanghai, Guangzhou, Shenyang, Xi'an, Wuhan and Chengdu. Roche Diagnostics through eight years of market development, Roche Diagnostics has reached sales of 1 billion yuan per year, occupies 30% market share of the Chinese market, China IVD (in vitro diagnostics). In order to allow Roche to sustainable development in China, and to ensure that the market leader, must develop of HBV detection reagents in China to promote. Thus the author is trying through the competitive strategy of the company's market research, to guide the company make full use of their own advantages, seize market opportunities and avoid market risks, adjust business strategy. Author on the basis of in-depth investigation into the status quo of the entire national HBV testing industry market, the use of Porter's five competitive forces model analysis of the industry structure in the target market. Using the scoring method to determine the critical success factors of the industry, a detailed analysis of the internal resources of Roche in the IVD industry has marketing capabilities and market position, and Roche Diagnostics, and analysis of major competitors, and then using the SWOT analysis Roche Diagnostics relative to the opportunities and threats in the competitors' strengths and weaknesses and target the market environment, the eventual adoption of the general theory of competitive strategy of Roche Diagnostics in China should be taken to market competitive strategy: the participation of the first stage of a product differentiation strategy some high-end competition in the market. The second stage, the overall cost leadership strategy involved in the the entire HBV industry market competition. Paper through the use of the theory of marketing and market competitive strategy, combined with the actual situation of the entire status of HBV industry market and Roche, studies phased market competition strategy, and the strategy proposed by the implementation of the recommendations and the implementation of process control and evaluation, so that competitive strategy has discussed the feasibility.

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