Title: Marketing Strategy of Aolida Pharmaceutical Group
Author: Xie Xinchang
Advisor: Dr. Zhang Li
Degree: International Business Management
Major: Master of Business Administration
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2566 (2023)
Published: The 15th National and International Academic Conference “Creating Shared-Value and innovation for sustainability” (pp.978-987). คลิก PDF
Abstract
With the continuous development of the market economy, Pharmaceutical Group’s competition is also gradually intensified, by changing the marketing strategy to reflect their advantages as an effective way to increase Pharmaceutical Group’s visibility.
This study took Aolida Pharmaceutical Group as the subject of study and the objectives of the study were: 1) to analyze the current marketing situation of Aolida Pharmaceutical Group based on SWOT analysis; 2) to analyze the market segmentation, target market, and market positioning of Aolida Pharmaceutical Group; 3) to analyze the 4Ps strategy of Aolida Pharmaceutical Group.
This study used the documentary research to explore the marketing strategy of Aolida Pharmaceutical Group based on the 4Ps theory, STP theory, and SWOT analysis and analysed the marketing environment, market positioning, and 4Ps marketing strategy of Aolida Pharmaceutical Group.
This study found that:1) Based on SWOT Analysis, Aolida Pharmaceutical Group faces marketing challenges and opportunities. The company should focus on product portfolio, brand management, and marketing network, including strengthening brand promotion and exploring new areas like geriatric healthcare; 2) Based on STP Analysis, Aolida Pharmaceutical Group focuses on developing specialized pharmaceutical products based on different disease areas and consumer characteristics, selecting key target markets, emphasizing branding through market segmentation and positioning, and caring for patient health to build long-term customer relationships and achieve sustainable growth; 3) Based on the 4Ps Theory, Aolida Pharmaceutical Group focues on product quality and innovation, reasonable pricing, expansion of diversified sales channels as well as strengthening brand building and digital marketing. Through these strategies, it can improve the competitiveness of products, expand market share, and build good relationships with consumers, laying the foundation for sustainable development.
Keywords: Pharmaceutical Group, Marketing Strategy, SWOT Analysis, STP Theory, 4Ps Theory
Marketing Strategy of Aolida Pharmaceutical Group
6417195071 Xie Xinchang 2566 (2023) Marketing Strategy of Aolida Pharmaceutical Group สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management