MARKETING ANALYSIS FOR BEIJING TONGRENTANG GROUP CO. LTD.
Jiang, Yutong (2015)
Jiang, Yutong
Savonia-ammattikorkeakoulu
2015
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505137866
https://urn.fi/URN:NBN:fi:amk-201505137866
Tiivistelmä
BEIJING TONGRENTANG GROUP CO.LTD is a legally registered enterprise, with independent legal personality of a comprehensive Traditional Chinese Medicine(TCM) enterprise management. The main business is TCM production and sales, pharmaceutical research and development, import and export trade of Chinese medicinal materials and cooperating with hospitals of TCM to build special clinics.
The objective of the study was exploring how to enlarge the market of BEIJING TONGRENTANG GROUP CO.LTD. to improve the development of the enterprise. The main things in research process were based on the case of the enterprise to analyze the market competitiveness and market environment of TCM to enlarge the market of the enterprise.
The theoretical part of the thesis report refers to some contents, including external and internal marketing environment, the SWOT analysis of market situation, methods of enlarging the market of the company. All of the contents are premised on the case of the company.
The empirical research of the thesis report is divided into two parts, which are qualitative research and quantitative research. The qualitative research was an interview of a sales manager of the company by Skype conversation and e-mail communication. The quantitative research was based on the questionnaire for customers who enter the store of TONGRENTANG to buy products or services in TONGRENTANG stores.
From the conclusion of the thesis, the researcher presents that challenges and opportunities are coexisting on the future development of the company. In the end, three suggestions are given for development of the company in the future.
The objective of the study was exploring how to enlarge the market of BEIJING TONGRENTANG GROUP CO.LTD. to improve the development of the enterprise. The main things in research process were based on the case of the enterprise to analyze the market competitiveness and market environment of TCM to enlarge the market of the enterprise.
The theoretical part of the thesis report refers to some contents, including external and internal marketing environment, the SWOT analysis of market situation, methods of enlarging the market of the company. All of the contents are premised on the case of the company.
The empirical research of the thesis report is divided into two parts, which are qualitative research and quantitative research. The qualitative research was an interview of a sales manager of the company by Skype conversation and e-mail communication. The quantitative research was based on the questionnaire for customers who enter the store of TONGRENTANG to buy products or services in TONGRENTANG stores.
From the conclusion of the thesis, the researcher presents that challenges and opportunities are coexisting on the future development of the company. In the end, three suggestions are given for development of the company in the future.