Asian Journal Of Social Pharmacy

Abstract: Objective To provide marketing strategies suitable for the characteristics of the Chinese market by determining the strengths, weaknesses, opportunities and challenges of Plendil through SWOT analysis. Methods SWOT analysis of Plendil shows that the product is well-known with safety, tolerance, excellent performance, and good brand image. In addition, great market potential, and the gradual improvement of the medical market and the health insurance system all provide an exciting opportunity for its development. However, weaknesses and threats still exist, including unsound marketing policy and remuneration incentive system, poor channel control, fierce market competition, competition from foreign companies and domestic generic drugs, and the intensified state supervision efforts. Accordingly, our company shall speed up the design of marketing portfolio strategy through 4P theory. Results and Conclusion Establish brand image and ensure high quality products are conducive to maintaining advantages; Improve sales cost policy and salary incentive system, and strengthen channel control are conducive to overcoming disadvantages; Actively carrying out academic promotion is conducive to seizing opportunities; Accelerating product upgrading, formulating reasonable pricing strategies and developing relationship marketing are conducive to the company to cope with threats and maintain an advantageous position in the fierce market competition.

Key words: Plendil, SWOT analysis, 4P theory, marketing strategy