A pharmaceutical glass packaging products company was newly established in 2003, has strong production technology and high level of research and development, annual production capacity of various low boron silicon glass injection injection bottles of 300 million production capacity, now can be produced 1ML——Introduction of various borosilicate glass-controlled injection bottles, low-borosilicate glass-controlled oral liquid bottles, screw-mouth glass control bottles, various concave and convex bottles, and shaped bottles, and other glass bottles of special specifications in various sizes within 30ML. Its products are mainly applicable to the dressing of biological agents, blood products, powder injections and other cosmetics. At present, the company has nearly 100 employees, 90% of which are skilled workers, more than 20 engineering and technical personnel and full-time quality inspectors. It is one of the largest companies in the industry. The company is China Pharmaceutical Packaging Association and The member unit of the Provincial Pharmaceutical Packaging Association of the People's Republic of China passed the registration package for pharmaceutical packaging materials and containers of the People's Republic of China (low-borosilicate glass-controlled injection bottle) earlier. Because the company’s employees are “opposite†in composition (most of the production and technical personnel are dug from competitors, marketing and management staff are under the old boss’s former boss), resulting in lack of coordination between departments, internal management Confusion, at the same time, in the marketing process, the lack of scientific investigation and methods, staff morale is not high, leading to stagnant product sales. So how does the company break through in marketing?
Second, the company SWOT analysis
Through in-depth contact and interviews, and from the analysis of the industry and the status quo, the author believes that the company has many advantages and disadvantages and faces many opportunities and threats.
Its advantages (S) are mainly reflected in:
â— The management team of the previous years has the ability to innovate and execute effectively (provided that the high quality of the employees and the team are cohesive)
â— At the development stage, companies are still relatively “pre-yearâ€, with no burden and burden, and they are lightly loaded with mature technology production staff and technicians.
â— High product quality, competitive price/performance ratio
â— The company's development potential and space is large
Of course, there are some disadvantages (W), mainly:
â— Inadequate coordination and cooperation among departments
â— Insufficient creativity and innovation of employees and lack of passion
â— The organization is not sound enough and the division of responsibilities is not very clear
As the current market is facing huge uncertainties, such as the increase in the use of different types of vaccines (including for animals and poultry), this increases the opportunities for Company A in the current environment. The opportunities for the main (O) are:
â— The potential market capacity will increase, with huge room for development
â—Has extension space to other categories
â—Advantages of later development in foreign trade
The threat (T) is mainly reflected in:
â— Competition from domestic counterparts
â— Competition from the international
Third, analysis of marketing strategy
â–² Analyzed from the industry competition, near company A, there are several pharmaceutical packaging companies with similar scale and strength. As a competitor in the same region, it is necessary to cultivate a good competitive relationship. At present, there are at least 20 domestic counterparts and the competition is fierce. However, the demand for products is less elastic. Therefore, we think that there should be great achievements in public relations. How to make good use of pharmaceutical packaging associations and leveraging on China Pharmaceutical Packaging Association should be An effective way to increase self and promote sales.
▲ Because the company's products are directly facing industrial enterprise customers, production must be coordinated with marketing. Therefore, a corresponding coordination mechanism should be established to effectively feedback marketing information and use it to guide production. This requires marketers to have good insights. The customer's inventory, market status, etc. to effectively judge the future sales of the product, at the same time need a scientific and reasonable plan, according to historical conditions and market conditions to determine the best-selling model and quantity and further used to guide the procurement and inventory, which requires on the one hand The implementation of systematic management, on the other hand, requires a very high quality of personnel, and therefore requires systematic training and operation. From the perspective of the current marketing model, as a company directly facing industrial customers, the mode of market development is different from that of end products. However, in the process of market development, STP is also required for strategic analysis. The target customers of the product are subdivided. The simple division can have the following results: According to the different types of customers, they can be divided into private pharmaceutical companies, joint venture pharmaceutical companies, and state-owned pharmaceutical companies; they are divided according to the size and value of customers. There are small pharmaceutical companies, medium-sized pharmaceutical companies, and large pharmaceutical companies. For different types of customers, different approaches should be taken to develop and maintain them. For private pharmaceutical companies, they are concerned about the cost-effectiveness of products and pay special attention to prices. Marketers may be able to effectively carry out the process of market development. A joint-venture pharmaceutical company may impose stringent product quality requirements and require more rigorous after-sales services. Therefore, the company’s image and product reputation should be addressed. For state-owned pharmaceutical companies, the entry threshold may be high, and public relations may be needed. Requires integration of resources and use of all available relationships for PR.
▲In the whole process of marketing, on the one hand, we must build a product sales and display center, mainly to visualize and vividly display the company’s products (which can put all products in one area and divide the area), and use the sales and display center as a set. Experience, training of new employees, sales display, etc. On the other hand, it is necessary to adopt a large customer marketing strategy, target potential and current customers with valuable and potential, establish one-to-one relationships with large customers, lock large target customers, and complement and customize their production and complementarity. Products, gradually nurture and form large customers' reliance on company products and barriers to transfer. In the marketing team, it is necessary to focus on the following issues: first, relying on overpowering people; second, changing the sales staff's customer resources from personal feelings to corporate feelings; and thirdly, systematic management of customers. Form a well-ordered marketing team and have a combat effectiveness. Therefore, in the cultivation of the marketing team, we should consider the long-term and long-term considerations to create an eagle-like individual and an geese-like team. In order to form a scientific and scientific division of labor throughout the team, the right people will be put in suitable positions according to their different abilities and qualities, and complementary teams and talent teams will be formed. Markets are opened up to collect market information; some people are used for system management of internal relations and customer relationships; some are used to develop new markets and maintain customer relationships. In terms of the quality and skills of marketing personnel, training and career planning should be strengthened. On the one hand, it should be able to dynamically advance with the times, and it should be able to naturally use concepts and marketing techniques. On the other hand, it is mainly to prevent marketing. The loss of personnel brings huge losses to the company.
▲ For marketers, a suitable compensation system needs to be established. For the current model (fixed wages plus deductions, travel on their own), the enthusiasm and creativity of marketers are seriously hampered and improvement is needed. Combined with the current stage of the company, we believe that the ratio of fixed wages and commissions should be reduced, subsidies should be given for business trips (only reimbursement of vehicle travel expenses), and marketers should be motivated to develop new customers instead of merely maintaining customers. Of course, there should be corresponding controls on the marketing staff’s outings, such as the registration system for outbound records, the pre-declaration system, etc., and the control over the process and results.
In short, considering long-term development strategies, “specializationâ€, “strongâ€, and “bigger†are the strategic choices for future development. If you choose to specialize, you must make further improvements in equipment and product quality, and lock in potential. Large customers, shaping the brand effect of companies and products, become professional manufacturers of medical glass packaging products in the industry; if they are bigger, then they need to adopt strategies such as mergers and acquisitions, mergers and acquisitions, expand their production lines, expand their scale, and become Asian economies of scale. The first goal is to move forward. In the long-term, the integration and listing of the group is a trend, and it is a ladder for the rapid development of the second undertaking. Therefore, for future development and listing, consideration should be given to the gradual normalization of management to lay the foundation for future development, including the future. The design of CIS, integrated marketing communications, and external publicity.
Since the key to management is not only in the system, but also in effective implementation, it should be strengthened in terms of execution and control, and different measures should be taken to effectively manage before, during, and after the control, so as to create centripetal force throughout the company and promote Enterprises are growing and developing rapidly within the current favorable time. If the current problems in production are caused by historical reasons, attention should be given to the following aspects: First, to break the inherent status quo and system, we should begin to cultivate new people, especially new people in core positions. The cultivation and introduction of newcomers can effectively break the “impasseâ€. Second, the quality of production technicians and the sense of competition can be brought to the forefront of technical personnel or production backbones to compare products with their counterparts. Identify gaps and aspects that should be improved. Third, balance performance evaluations with comparisons among peers, and have reasonable scientific basis and standards, especially in terms of quotas. At the same time, due to the customer's overhaul of the equipment, it may cause the product to have a short off-season. At this time, it should be produced scientifically. In the case of idle production capacity, the “flexibility†of the production design can be considered for single processing or special production. product.
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