ANALYSIS FOR MARKETING STRATEGY PLAN OF NANCHANG CITY CHINA POST LOGISTICS COMPANY IN OTC-MEDICINAL MARKET : Study Case: Nanchang City China Post Logistics co.ltd (NCCNPL)
WEI, QIN (2012)
Hämeen ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205148127
https://urn.fi/URN:NBN:fi:amk-201205148127
Tiivistelmä
Nanchang City, China Post Logistics Co ltd (NCCNPL) is a subsidiary of China post group, located in Jiangxi Province. The company established in January 18, 2003. NCCNPL is stated-owned enterprise logistics business collected storage, packaging, distribution, processing, cargo handling, transport and information services in a modern intergraded logistics enterprise. It is a professional logistics company that covers nationwide. The thesis idea is clearly to analyse the marketing strategy plan OTC-medicinal market.
The aim of this thesis is build a developing strategic marketing plan for Nanchang City China Post Logistics Co. Ltd in OTC-medicinal market. The dissertation is composed of 5 sections; they are introduction for study, theoretical framework, methodology for market research, result, and conclusions. In this studying process, the theoretical framework applied analysis for marketing strategy around the whole theorised basic, then go through the marketing planning process, it had been separated between situational analyses and the SWOT analysis. The marketing mix strategies used to deeply describe marketing strategy plan in data result analysis. It will better to help the NCCNPL extend their business and keep long-term cooperation with OTC-medicinal.
The study research methods are qualitative and quantities. The interviews, questionnaires are main data collection techniques during studying process. Also, some secondary sources are from books and articles. The author had interviewed 6 managers, who are working for OTC-medicinal project in case company and OTC-medicinal. The responded data information can clearly understand NCCNPL’s current market situation. On the other hand, it distributed 200 investigations in OTC-medicinal market, and then 120 effective questionnaires have been got, so the response rate was 77% with these data information. And the theoretical aspects serve for development a marketing strategy plan for NCCNPL in OTC-medicinal market. It combined by marketing strategy theory, marketing strategic planning process, and marketing mix strategies in the thesis.
Therefore, the final result is summarising market research and discussing with case company, the development marketing strategy planning based on internal and external situation analyses, also with SWOT analysis. In conclusion, the final marketing plan will forward many new suggestions from partners and customers.
The aim of this thesis is build a developing strategic marketing plan for Nanchang City China Post Logistics Co. Ltd in OTC-medicinal market. The dissertation is composed of 5 sections; they are introduction for study, theoretical framework, methodology for market research, result, and conclusions. In this studying process, the theoretical framework applied analysis for marketing strategy around the whole theorised basic, then go through the marketing planning process, it had been separated between situational analyses and the SWOT analysis. The marketing mix strategies used to deeply describe marketing strategy plan in data result analysis. It will better to help the NCCNPL extend their business and keep long-term cooperation with OTC-medicinal.
The study research methods are qualitative and quantities. The interviews, questionnaires are main data collection techniques during studying process. Also, some secondary sources are from books and articles. The author had interviewed 6 managers, who are working for OTC-medicinal project in case company and OTC-medicinal. The responded data information can clearly understand NCCNPL’s current market situation. On the other hand, it distributed 200 investigations in OTC-medicinal market, and then 120 effective questionnaires have been got, so the response rate was 77% with these data information. And the theoretical aspects serve for development a marketing strategy plan for NCCNPL in OTC-medicinal market. It combined by marketing strategy theory, marketing strategic planning process, and marketing mix strategies in the thesis.
Therefore, the final result is summarising market research and discussing with case company, the development marketing strategy planning based on internal and external situation analyses, also with SWOT analysis. In conclusion, the final marketing plan will forward many new suggestions from partners and customers.