Khóa luận - Marketing activities in An Chau pharmaceutical joint stock company

TABLE OF CONTENTS
TABLE OF CONTENTS...............................................................................................1 LIST OF ACRONYMS.................................................................................................vi LIST OF TABLES AND FIGURES ...........................................................................vii 1. INTRODUCTION ......................................................................................................1
1.1. Background and cause of this paper: ....................................................................1
1.2. Objective ...............................................................................................................2
1.3. Research questions ................................................................................................3
1.4. Research scope ......................................................................................................4
1.5. Structure of the thesis............................................................................................4
2. LITERATURE REVIEW..........................................................................................5
2.1. Overview about Marketing ...................................................................................5
2.1.1. History of Marketing ......................................................................................5
2.1.2. Definition of Marketing..................................................................................7
2.1.3. The Role of Marketing....................................................................................9
2.1.4. Marketing in pharmaceutical .......................................................................10
2.2. Basic content of Marketing Mix .........................................................................11
2.2.1. Product .........................................................................................................11
2.2.2. Price .............................................................................................................18
2.2.3. Place.............................................................................................................22
2.2.4 Promotion ....................................................................................................24
3. RESEARCH METHOD ..........................................................................................29
3.1. Pharmacy marketing research .............................................................................29
3.2. Research process for thesis .................................................................................29
3.2.1. Recogniance survey......................................................................................29
3.2.2. Questionnaire design ...................................................................................29

3.2.3. Data collection .............................................................................................31
3.2.4. Conducting the results .................................................................................31
4. DISCUSSION AND FINDING ...............................................................................32
4.1. Company background .........................................................................................32
4.1.1. General information.....................................................................................32
4.1.2. Establishment and development process......................................................32
4.1.3. Vision, mission, values .................................................................................33
4.1.4. Organization chart .......................................................................................35
4.1.5. Human resources .........................................................................................36
4.1.6. Production ....................................................................................................37
4.1.7. Monthly financial result ...............................................................................38
4.2. Analyzing marketing activities of An Chau PJSC. .............................................39
4.2.1. Factors affecting the marketing activities in An Chau PJSC .....................39
4.2.2. An Chau PJSC market..................................................................................47
4.2.3. Distribution strategy ....................................................................................47
4.2.4. Price .............................................................................................................50
4.2.5. Product .........................................................................................................53
4.2.6. Promotion and business assistance policy...................................................59
4.3. Pros and cons of An Chau Pharmaceutical Joint Stock Company‘ marketing
environment................................................................................................................63
4.3.1. Strengths.......................................................................................................63
4.3.2. Weaknesses...................................................................................................63
5. SOME SUGGESTIONS FOR THE MARKETING ACTIVITIES OF AN CHAU PJSC .................................................................................................................66
5.1 Objectives and development orientations of the company ..................................66
5.2. Oriented strategies from the SWOT matrix Marketing ......................................67
5.3. Customer feedback about the marketing activities at An Chau PJSC ...............69

5.4. Some supporting solutions for Marketing activities ...........................................70
5.4.1. Improving and developing the market research activities ...........................70
5.4.2. Improving product activities ........................................................................71
5.4.2. Improving pricing activities .........................................................................72
5.4.3 Improving distribution activities ...................................................................74
5.4.4 Improving promotion activities .....................................................................75
5.5. Limitations of the study and suggestions for future work ..................................77
5.6. Contributions of the study ...................................................................................78
REFERENCE .................................................................................................................a