SQA∽樽饕英文_淺談哈藥六廠營銷環(huán)境與策略

1、stage 1: planningname:candidate:course: business culture and strategyhand in date: 27th, marchcourse tutor:planning1. objectives:this investigation aims to find the expansion possibility of harbin pharmaceutical group holding co, ltd sixth pharm factory (hereinafter referred to as nhayao sixth facto

2、ry”)out so developed quickly in the past twenty years. specific speak, the aim is to find the potential problems by analysis the internal and external environment though the swot analysis. and though analysis their generic strategic to find the better ways to develop the hayao sixth factory. they sh

3、ould constantly adjust in order to meet ongoing issues. though the investigation we can find out the business strategy to use in the later business.the extend objectives are list as follow: collect information on external customer and internet which always goes to buy the medicine of hayao sixth fac

4、tory and survey in internet by end of march. through the direct inquire and magazines and face to face interview to know the necessary information and generic strategy of the hayao sixth factory by 14th, april.2. issue to be investigatedthe product of hayao sixth factory has many point sales in hohh

5、ot. i will focus on the pharmacies in the sanhan district. in order to analysis i will understand the assessment from the main external customer who often buys the product. so the first issue is the main customer of the hayao sixth factory. through the questionnaires we could know the degree of sati

6、sfaction of the service and which kind of product they most like this will help senior manger to make decisionssecond investigated issue is to analysis the environment by the swot and pestel analysis. in this stage, i will to find the competitors and possible threats and to suggest the managers how

7、to face the competitors and possible threats. i will try to use direct inquire to achieve this objective.in addition, the generic strategies of the company will be analysis. i prepare to use internet and some company booklet to gain this type of information and analysis the strategies.3. why i produ

8、ct this report?this report will encourage manager to know their current situation. meanwhile, it gives them a depending from theories which could help them make decisions and define their business strategy. the final propose is to help hayao sixth factory become stronger and competitive. so the stra

9、tegy is considered crucial issue. if current investigation is developed success, it would be adopt in other adding medicine factory to reduce risk and bring extra profit. the management level would be providing some information from this investigation about disadvantages and advantages in the future

10、 extending.4. sources of informationthere are two main sources of information: secondary data and primary data. secondary data is come from desk research which uses existing information, collected originally for some other purpose and now being used a second time.as usual, we carried out in librarie

11、s and online. the secondary research can provide large amounts of information conveniently and easily- but it is not always relevant enough to the problem under some primary research is usually needed as well. primary data is from primary research and it contains group discussions, in-depth intervie

12、ws/face-to-face surveys, questionnaires and so on primary research can be categorized further into either: qualitative and quantitative5. methods of collecting informationthe questionnaire and surveys will be used. the questionnaire is best way to reflect the actual situation that could contain the

13、dissatisfied with the service attitude and some claims about the hygiene aspect. surveys the customer who trend to buy the medicine. when i collect the information about the company, i decide to use face to face interviewbesides, secondary research is the main way to collect the information. i will

14、assistance from internet to obtain the data.6. criterion:the main standard to evaluate the effectiveness of the expansion is swot and pestel analysis. the second theory is generic strategies which were described bymichael porter. it is based upon the belief that organizations exist in a state of equ

15、ilibrium which is a result of opposing forces that constantly act upon the organization.timetable:objectivetimeactionresult1 .understand the standard of graded unit 2from 1,march to4, marchread the requirementof graded unit 2outline the mainpoint what should 1do3.finish the planning partto 25, march

16、draft up a planninghand on it in25,marchcollect data on external customersby the end ofmarchgo to pharmacies of hayao sixth factory in sanhan district and setting questionnairesobtain the information about the customer5.investigate the organization structure and management styleuntil 4, apriluse the

17、 face to face interview about the senior manager and employees of the hayao sixth factory from the point sales.gain the informations and product strategic6.collect otherinformationuntil 21, apriluse internet and othermagazinesunderstand the social and police about hayao sixth factory7.produce adevel

18、oping sectionuntil 18, apriltogether the data and use theory to write a developingfinish the developing part8.finished evaluating partto 30, aprilreview the planning part and developing part then give the right evaluationbecause of effective method, hand in advance.stage 2: developingname: han yiwen

19、candidate: 095108504course: business culture and strategytopic: analysis the environment and business strategy of hayao sixth factorycourse tutor: du haoboobjectives 1introduction 8environment of hayao8analysis the advantages and disadvantages of expansion10solve the problems11the possibility the ex

20、pansion13summary 14appendix- 15references17developingenvironment of hayao1 introduction of hayaoharbin pharmaceutical group holding co, ltd sixth pharm factory (hereinafter referred to as nhayao sixth factoryh) is a comprehensive pharmaceutical company which mainly produces chemicals and medicine ma

21、nufacturing. and health food and "pure in the pure h series of sterile purified water, tea beverage series are the supplemented.2. analysis the internal and external environmentfirst of all, we will use spelt tool and swot tool to analysis the environment of the hayao sixth factory. spelt analy

22、sis focus on external environment to review theorganization wider environment and help company to development.socialas the development of society, there is a growing emphasis on health and health-oriented, more and more people try to protect their health. it also give company an opportunity to exten

23、t their business. according to the statistical data the sales volume is raise the 20% more than ten years ago. the changing is an advantage to hayao sixth factory.politicalgovernment is a key connection in the extending processes. the hayao sixth factory would understand the political with link with

24、 the book. first, the fight against illegal fake products involved law has published on the framework for the future development of medicine. it regulated that illegal fake products do not to sell because it violates the life and health of consumersin addition, the hayao sixth factory is a governmen

25、t supporting industry. at the end of 2006, 53percentage of sales revenue come from the government order.economicthe development of business is linked with locally, nationally and internationally economy. the world at present is trend to global, not only in goods but also in serves, the the hayao six

26、th factory should consider developing international company. it encourage it extent its business in the future.on the other hand there are high inflation rates in the china which the hayao sixth factory should face. this could lead to the increasing at the building cost contain materials and wages.

27、theuncertainty factors would be greater. as the result, much more staff would be in unemployment situation.legallike all other medicine factories, hayao sixth factory must be observed through rules and regulations by government. the competition law was published to use to regard to the market. meanw

28、hile, the legal forces involved in employment policy which have advantages to the company. the company helps government to deal with much of unemployed people through the large organization business.technologicaladvanced and complete production equipment, in accordance with gmp standards, comprehens

29、ive and systematic reform of the comprehensive preparation workshop,soliddosage productionplant andthe beverage integratedproduction workshop, passed the gmp certification and related acceptance.then we will use swot to analysis the internal environment and externalenvironmeih. it is method for asse

30、ssing organization current position in order to planaction and resources appropriately. it is the first stage of planning and helpsmanagement to focus on key issues.strengthsweaknessesinternalwell-known enterprisesadvanced management systemthe good quality of medicinepoor servicelow customer carethe

31、 two capital operation failedineffective investmentopportunitiesthreatsexternalsoe reform-the government supportsadvertisementthe media questioned about the time ofreform ofstate-owned capital structure national health care reformother medicine factoriesfrom above table, we could see clearly that th

32、e strengths are less than weaknesses. meanwhile both strengths and weaknesses are used for identify internal factors. but opportunities and threats are used for assessing external environment.the influenceadvantages:in the last 20 years, the developments of intangible assets of harbin pharmaceutical

33、 liu chan experienced by the product brand to brand and improve the process; our factory has consistently adhered to the basis of brand, through continuous training and shaping the well-known products, and gradually transition to nurture and shaping the well-known enterprises. at present, our produc

34、t mix and market share appear in number of high, very popular with users of products, by stimulating business.economic development has played a significant role in promoting. being a government supports industry, government develops northeast economy brings opportunities to hayao.consumer word of mo

35、uth is our honor, over the years, hayao liu chang was awarded the hprovince customer satisfaction enterprise hcredible enterprise "anct harmonious cities most people rely on corporate brand value” and many other awards. today's hayao liu chang, the motherland is facing increasingly strong p

36、ace with the times, to serve human health as their responsibility, develop a good product, engaged in public welfare after years of market development, has many consumers trust the star product, a number of famous brands.through continuous technological innovation, investment and development of inno

37、vative technology, hayao liu chang has built a comprehensive preparation workshop andsolid preparationworkshop,andall passedthe gmp authentication. whether the equipment workshopimported equipment or the appropriate level of domestic equipment are the most advanced equipment, from the beginning to t

38、he selection of installed strictly according to gmp requirements, to meet the requirements of production technology to meet the needs of product quality, and conducive to the production operation, easy maintenance ,washable and daily maintenance.disadvantages:harbin pharmaceutical group before the c

39、apital increases, through the two financing, but was unsuccessful, which also involves the sensitive issue of loss of state assets. on its investment before the media called it ncapital investment that is only in the level of capital investment, not to participate or help their business operations.

40、the media do not agree with this investment, this investment that the development of the enterprise itself will not play much role.the media tend to lack of understanding of foreign investment. china flat most of the media had a large number of overseas pharmaceutical companies to invest overseas an

41、d has extensive understanding of the fact that lack of medical resources.as we invested in the section one most of people dissatisfaction with the service of hayao sixth factory. they claims that they always need to wait and the salesman usually not good at introduce the product.the company has the

42、traditional organization structure that difficult to feedback information quickly. the manager and staff lack of communication, the flat organization should be considered that good to listen to the advice from employee.the threats main come from competito匚 first of all, the unknown medicine accordin

43、g to low price have some market share, in particular the low income groups prefer to chose this type of medicine. if the hayao sixth factory's main customer trend to buy unknown medicine, the selling number would decrease. other competitor could be internet medicine store; this type of e-trade i

44、s become very popular in the modern time may be they could not have very large size of room but the selling channel is wide enough. meanwhile, the reform of the health care system makes the fees that people to the hospital being down. so hayao sixth factory should develop the market of hospital medi

45、cine.solve the problems:as the medias progress, the advertisement is becoming a new marketing way that hayao sixth factory should involve in. this type of advertisement could contain some new information about the hayao sixth factory such as a famous man go to hayao sixth factory suggest the product

46、. secondly,as the development of internet, the more broad market will bring more opportunities to the hayao sixth factory. it could consider the hayao sixth factory and give more people a choice to know about hayao sixth factory through the internet. this method both advantage to extend the business

47、 and add competition advantages. meanwhile, the location would help company extend its young people market, the good transport encourage company sale much more product.for the development of new products and ensure the grade and quality, hayao liu chang also financed the construction of a technology

48、 development center, the introduction of advanced research and testing equipment.depending on the poor service, the customer care is being a low level. the company mission statement is difficult to operate. hayao sixth factory should build a system for monitoring customer service. they should usuall

49、y inquire customer detailed. these questions would base on the types of product. they should develop a system of service level agreements.depend on the threats, the company should cut down the cost of product, at the same time the company should improve the quality. moreover, the company could devel

50、op a new market into the hospital.business strategyas consumer demand continues to divide, to newcomer brands, market segments may be wise to do, also prove that the road broken down can really take the part of the brand success of enterprises, and it is with harbin pharmaceutical liu chang this str

51、ategy the core point of hayao is sub-achievements of the brand, great brand for synthetic crudecoarse aggregate of the hrough,9 is the corresponding segments of the "small蔦 the crude product is a single or a product line to conquer the world, as long as the ultimate. hayao sixth factory makes t

52、heir product to main types: children's series, adult series, calcium iron series, and the health care series.the possibility the expansionfirst of all, the expansion of business should have a reasonable organization structures that means the effective feedback should be finished. but the hayao w

53、as considered to lack of these issues, such as they lack of communication methods, the company magazines and newspaper need to publish. in the meetings the staff trend to avoid discuses with their colleagues and their managers. the director should flow from top to the base which terms operator. in t

54、his processes, the information could appeared differences with the primary ideas, the wider authority encourage manager to adopt the changing markets and help company development. the manager level is lack of communication with the staffs, if the staff has some new ideas it hard to flow into the man

55、agement level. so the employees seldom give some suggestion to the customer. as the result, the employee trend no pay attention to the development of company.in addition, new product development manager strategic planhayao should go to research, develop new products. new product development during t

56、he different strategies adopted by the project before the new product development to develop a project from the overall strategic plan, this plan includes generating strategies, selectthe strategy, thestrategic argument third aspects of the content. strategy is to go looking for produce, mining or e

57、ven create a macro that could achieve the project approach, the purpose is to find and form the overall strategy to complete the projectselect the strategy is to identify what, from the already produce, and numerous projects to find the best strategy and best approach, which is actually a quweicunzh

58、en, qucuqujing process. selection strategy usuallyrequires aclear selectioncriterion before, including the use of the strategy of economic, technical feasibility, resource requirements, risk level and so on. in order to avoid too subjective or biased selection process should be completed by the project team together, so that team members in accordance with predetermined selection criteria, to compare different strategies to seehow many people think that the team one of strategic another strategy is superior, then counted