Analysis for Marketing Strategy Plan of Pharmaceutical Company : Case: Jiangxi Chenxi Pharmaceutical Company
Li, Ying (2013)
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2013
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2013120419829
http://urn.fi/URN:NBN:fi:amk-2013120419829
Tiivistelmä
The objective of this thesis is to design a marketing strategy plan for Jiangxi Chenxin Pharmaceutical Company in the medicinal market. The ideal outcome of this thesis is to design a marketing strategy plan to help the case company become a successful manufactory and strengthen the brand image.
Qualitative and quantitative research methods are used in this dissertation research. A single case study is utilized as a research technique. A questionnaire and the interview are the major information sources of the empirical data for the research.
The theoretical framework aims to find knowledge for compiling the main elements of the marketing strategy plan in this thesis. An internal analysis, PESTLE analysis and SWOT analysis are also presented in this thesis.
The result of the thesis is design a marketing strategy plan for the Jiangxi Chenxin Pharmaceutical Company. This marketing strategy plan is based on the internal and external analyses of the case company.
Qualitative and quantitative research methods are used in this dissertation research. A single case study is utilized as a research technique. A questionnaire and the interview are the major information sources of the empirical data for the research.
The theoretical framework aims to find knowledge for compiling the main elements of the marketing strategy plan in this thesis. An internal analysis, PESTLE analysis and SWOT analysis are also presented in this thesis.
The result of the thesis is design a marketing strategy plan for the Jiangxi Chenxin Pharmaceutical Company. This marketing strategy plan is based on the internal and external analyses of the case company.