SQA小组作业2英文浅谈哈药六厂营销环境与策略.docx
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SQA小组作业2英文浅谈哈药六厂营销环境与策略.docx
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SQA小组作业2英文浅谈哈药六厂营销环境与策略
STAGE1:
PLANNING
NAME:
Candidate:
COURSE:
BusinessCultureandStrategy
HANDINDATE:
27th,March
COURSETUTOR:
11
Planning
1.Objectives:
ThisinvestigationaimstofindtheexpansionpossibilityofHarbinPharmaceuticalGroupHoldingCo,LtdSixthPharmFactory(hereinafterreferredtoas"HayaoSixthFactory")outsodevelopedquicklyinthepasttwentyyears.Specificspeak,theaimistofindthePotentialproblemsbyanalysistheinternalandexternalenvironmentthoughtheSWOTanalysis.AndthoughanalysistheirGenericstrategictofindthebetterwaystodeveloptheHayaoSixthFactory.Theyshouldconstantlyadjustinordertomeetongoingissues.Thoughtheinvestigationwecanfindoutthebusinessstrategytouseinthelaterbusiness.
Theextendobjectivesarelistasfollow:
●CollectinformationonexternalcustomerandinternetwhichalwaysgoestobuythemedicineofHayaoSixthFactoryandsurveyininternetbyendofMarch.
●ThroughthedirectinquireandmagazinesandfacetofaceinterviewtoknowthenecessaryinformationandgenericstrategyoftheHayaoSixthFactoryby14th,April.
2.Issuetobeinvestigated
TheproductofHayaoSixthFactoryhasmanypointsalesinHohhot.IwillfocusonthePharmaciesintheSanhandistrict.InordertoanalysisIwillunderstandtheassessmentfromthemainexternalcustomerwhooftenbuystheproduct.SothefirstissueisthemaincustomeroftheHayaoSixthFactory.Throughthequestionnaireswecouldknowthedegreeofsatisfactionoftheserviceandwhichkindofproducttheymostlike.Thiswillhelpseniormangertomakedecisions
SecondinvestigatedissueistoanalysistheenvironmentbytheSWOTandPESTELanalysis.Inthisstage,IwilltofindtheCompetitorsandpossiblethreatsandtosuggestthemanagershowtofacethecompetitorsandpossiblethreats.Iwilltrytousedirectinquiretoachievethisobjective.
Inaddition,thegenericstrategiesofthecompanywillbeanalysis.IpreparetouseInternetandsomecompany’sbooklettogainthistypeofinformationandanalysisthestrategies.
3.WhyIproductthisreport?
Thisreportwillencouragemanagertoknowtheircurrentsituation.Meanwhile,itgivesthemadependingfromtheorieswhichcouldhelpthemmakedecisionsanddefinetheirbusinessstrategy.ThefinalproposeistohelpHayaoSixthFactorybecomestrongerandcompetitive.Sothestrategyisconsideredcrucialissue.Ifcurrentinvestigationisdevelopedsuccess,itwouldbeadoptinotheraddingmedicineFactorytoreduceriskandbringextraprofit.Themanagementlevelwouldbeprovidingsomeinformationfromthisinvestigationaboutdisadvantagesandadvantagesinthefuture’sextending.
4.Sourcesofinformation
Therearetwomainsourcesofinformation:
secondarydataandprimarydata.Secondarydataiscomefromdeskresearchwhichusesexistinginformation,collectedoriginallyforsomeotherpurposeandnowbeingusedasecondtime.
Asusual,wecarriedoutinlibrariesandonline.Thesecondaryresearchcanprovidelargeamountsofinformationconvenientlyandeasily.Butitisnotalwaysrelevantenoughtotheproblemundersomeprimaryresearchisusuallyneededaswell.Primarydataisfromprimaryresearchanditcontainsgroupdiscussions,in-depthinterviews/face-to-facesurveys,questionnairesandsoonPrimaryresearchcanbecategorizedfurtherintoeither:
qualitativeandquantitative.
5.Methodsofcollectinginformation
Thequestionnaireandsurveyswillbeused.Thequestionnaireisbestwaytoreflecttheactualsituationthatcouldcontainthedissatisfiedwiththeserviceattitudeandsomeclaimsaboutthehygieneaspect.Surveysthecustomerwhotrendtobuythemedicine.WhenIcollecttheinformationaboutthecompany,Idecidetousefacetofaceinterview.
Besides,secondaryresearchisthemainwaytocollecttheinformation.IwillassistancefromInternettoobtainthedata.
6.Criterion:
ThemainstandardtoevaluatetheeffectivenessoftheexpansionisSWOTandPESTELanalysis.ThesecondtheoryisgenericstrategieswhichweredescribedbyMichaelPorter.Itisbaseduponthebeliefthatorganizationsexistinastateofequilibriumwhichisaresultofopposingforcesthatconstantlyactupontheorganization.
Timetable:
Objective
Time
Action
Result
1.UnderstandthestandardofGradedunit2
From1,Marchto
4,March
ReadtherequirementofGradedunit2
OutlinethemainpointwhatshouldIdo
3.Finishtheplanningpart
To25,March
Draftupaplanning
Handonitin25,March
4.Collectdataonexternalcustomers
BytheendofMarch
GotoPharmaciesofHayaoSixthFactoryinSanhandistrictandsettingquestionnaires
Obtaintheinformationaboutthecustomer
5.Investigatetheorganizationstructureandmanagementstyle
Until4,April
UsethefacetofaceinterviewabouttheseniormanagerandemployeesoftheHayaoSixthFactoryfromthepointsales.
Gainthe
informationsandproductstrategic.
6.Collectotherinformation
Until21,April
Useinternetandothermagazines
UnderstandthesocialandpoliceaboutHayaoSixthFactory
7.Produceadevelopingsection
Until18,April
Togetherthedataandusetheorytowriteadeveloping
Finishthedevelopingpart
8.Finishedevaluatingpart
To30,April
Reviewtheplanningpartanddevelopingpartthengivetherightevaluation
Becauseofeffectivemethod,handinadvance.
STAGE2:
DEVELOPING
NAME:
HanYiwen
Candidate:
095108504
COURSE:
BusinessCultureandStrategy
Topic:
Analysistheenvironmentandbusinessstrategy
ofHayaoSixthFactory
COURSETUTOR:
DuHaobo
Contentpage
objectives---------------------------------------------------------------------1
introduction------------------------------------------------------------------8
EnvironmentofHayao-----------------------------------------------------8
Analysistheadvantagesanddisadvantagesofexpansion-----------10
S0lvetheproblems--------------------------------------------------------11
Thepossibilitytheexpansion---------------------------------------------13
Summary--------------------------------------------------------------------14
Appendix--------------------------------------------------------------------15
References------------------------------------------------------------------17
Developing
EnvironmentofHayao
1.Introductionofhayao
HarbinPharmaceuticalGroupHoldingCo,LtdSixthPharmFactory(hereinafterreferredtoas"HayaoSixthFactory")isacomprehensivepharmaceuticalcompanywhichmainlyproduceschemicalsandmedicinemanufacturing.AndHealthfoodand"pureinthepure"seriesofsterilepurifiedwater,teabeverageseriesarethesupplemented.
2.Analysistheinternalandexternalenvironment
Firstofall,wewilluseSPELTtoolandSWOTtooltoanalysistheenvironmentoftheHayaoSixthFactory.SPELTanalysisfocusonexternalenvironmenttoreviewtheorganization’swiderenvironmentandhelpcompanytodevelopment.
Social
Asthedevelopmentofsociety,Thereisagrowing emphasison healthand health-oriented,Moreandmorepeopletrytoprotecttheirhealth.Italsogivecompanyanopportunitytoextenttheirbusiness.Accordingtothestatisticaldatathesalesvolumeisraisethe20%morethantenyearsago.ThechangingisanadvantagetoHayaoSixthFactory.
Political
Governmentisakeyconnectionintheextendingprocesses.TheHayaoSixthFactorywouldunderstandthepoliticalwithlinkwiththebook.First,thefightagainstillegalFakeproductsinvolvedlawhaspublishedontheframeworkforthefuturedevelopmentofmedicine.ItregulatedthatillegalFakeproductsdonottosellbecauseitviolatesthe lifeandhealth ofconsumers
Inaddition,TheHayaoSixthFactoryisagovernmentsupportingindustry.Attheendof2006,53percentageofsalesrevenuecomefromthegovernmentorder.
Economic
Thedevelopmentofbusinessislinkedwithlocally,nationallyandinternationallyeconomy.Theworldatpresentistrendtoglobal,notonlyingoodsbutalsoinserves,theTheHayaoSixthFactoryshouldconsiderdevelopinginternationalcompany.Itencourageitextentitsbusinessinthefuture.
OntheotherhandtherearehighinflationratesintheChinawhichTheHayaoSixthFactoryshouldface.Thiscouldleadtotheincreasingatthebuildingcostcontainmaterialsandwages.Theuncertaintyfactorswouldbegreater.Astheresult,muchmorestaffwouldbeinunemploymentsituation.
Legal
Likeallothermedicinefactories,HayaoSixthFactorymustbeobservedthroughrulesandregulationsbygovernment.TheCompetitionlawwaspublishedtousetoregardtothemarket.Meanwhile,thelegalforcesinvolvedinEmploymentpolicywhichhaveadvantagestothecompany.Thecompanyhelpsgovernmenttodealwithmuchofunemployedpeoplethroughthelargeorganizationbusiness.
Technological
Advancedandcomplete productionequipment,inaccordancewith GMP standards,comprehensiveandsystematic reform ofthe comprehensivepreparation workshop,
Soliddosage productionplant andthe beverage integratedproduction workshop,passedthe GMP certificationand relatedacceptance.
ThenwewilluseSWOTtoanalysistheinternalenvironmentandexternalenvironment.Itismethodforassessingorganization’scurrentpositioninordertoplanactionandresourcesappropriately.Itisthefirststageofplanningandhelpsmanagementtofocusonkeyissues.
Strengths
Weaknesses
Internal
·well-knownenterprises
·Advanced managementsystem
·Thegoodqualityofmedicine
·Poorservice
·Lowcustomercare
thetwo capitaloperation failed
Ineffectiveinvestment
Opportunities
Threats
External
·SOEreform·
·Thegovernmentsup
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- 关 键 词:
- SQA 小组 作业 英文 浅谈 哈药六厂 营销 环境 策略