| Author: | Ho, Wing-yi Makie |
| Title: | Development of appropriate marketing strategies for a pharmaceutical product in China |
| Degree: | M.B.A. |
| Year: | 1999 |
| Subject: | Pharmaceutical industry -- China Drugs -- China -- Marketing Hong Kong Polytechnic University -- Dissertations |
| Department: | Department of Management |
| Pages: | vi, 36, [64] leaves ; 30 cm |
| Language: | English |
| Abstract: | The pharmaceutical industry is one of the fastest growing industries in China. With the help of modern technology and advanced R&D, most of the global enterprises have similar capabilities to develop advanced pharmaceutical products. It is becoming increasingly difficult for a company to gain an competitive advantage or enjoy competitive differentiation by simply depending on its product strengths and characteristics. "Being competitive" will only be achieved with the identification of effective and meaningful marketing strategies for a product. In this study, importance-performance analysis, a technique which has been previously used in many different industries, was employed to help developing appropriate marketing strategies for a pharmaceutical product in China. A dimension of competition was included as an modification of the traditional importance-performance analysis. Critical steps involved: (1). Identify target customers; (2). Identify salient attributes; (3). Identify competitors properly by focusing on direct as opposed to secondary competitors; (4). Collect survey data; (5). Calculate importance-performance scores and finally, (6). Develop appropriate strategies. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b14718789.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 4.36 MB | Adobe PDF | View/Open |
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