Development of appropriate marketing strategies for a pharmaceutical product in China

Pao Yue-kong Library Electronic Theses Database

Development of appropriate marketing strategies for a pharmaceutical product in China

 

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: Dept. of Management
Pages: vi, 36, [64] leaves ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1471878
URI: http://theses.lib.polyu.edu.hk/handle/200/2348
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.

Files in this item

Files Size Format
b14718789.pdf 4.464Mb PDF
Copyright Undertaking
As a bona fide Library user, I declare that:
  1. I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
  2. I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
  3. I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.

     

Quick Search

Browse

More Information