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Two. SWOT question analysis

Strength/superiority weaknesses opportunities threats
It is relatively early that Boston enters the Chinese market, the kind of the products is more complete, the price is relatively low, the products are sold directly to households of high qualitily, personnel dispose little, can't well arouse the enthusiasm of doctor to a certain extent, with communication of doctor being so can products fine wide application at selling system little. Market occupy share to be slightly little to contact chance offered to exchange more with domestic and international expert, the supporting dynamics of international meeting is great
Cook, it is relatively early that Cordis enters the Chinese market, there are more new product categories, it is taller that new product quality gets everybody's approval correctly retail trader's price is made more to domestic meetings, there are one's own leading brands
Bard, it is that the large area acts as agent that EV3 distributes the mode, market supporting dynamics relatively heavy, market share increase continuously, market share is it enter Chinese market to be relatively late to increase continuously, products form a complete set the wholly, product quality general, enter some doctor report support is it roll over case of section price medium-sized to have in the body in people most
Biotronik has already been approved by several large hospitals tentatively The products are single
Others
The cheap products are single, it is very low that there is no price that characteristic gives to the agent

Three. Marketing goal
Goal market: It is estimated that distributes and spreads all over all parts of the country within the year, capture the grey area beyond the yellow:

The market share of over one hundred strength common iliac artery blood vessel supports is predicted

Make a reservation: Boston, cordis, metronic is all brands with all fronts products, over one hundred strength the unable with contending it,not in goal of us in and bard, braun, ev3 waits for and succeeds in the competitions of these rivals.
Fix the price: Avoid price dispute in agent, put in service, quality, deliver, technological ability and can produce new factor of value while being other especially, products and service not offered to the rival.
Distribute: The sales representative makes the order according to the trend of product market and stock state, it is the most valuable service to that the distributor offers then stamped and signed by the customer. Think, one is it spoil producer so next to the skin agent of service, have how much courage leave you drop others' arms into to enjoy.

Four. Marketing strategy
1. We is it participate in Shenyang city get involved the scientific seminar the seventh the whole country held will it be July 12 2006 to plan, 500 when the time comes is it can should get involved to 600 authority of field present to radiate. This meeting is run once every two years, its strong influence power can expand the popularity of our products, accelerate paces that we march into the Chinese market.
2. In order to remove the agent's worry, we have made relevant clauses too, for example if the agent is unwilling to continue cooperation, can send back goods according to the original price.
3. Our slogan is " It takes 80% of the time and energy to study how to meet 20% of the large hospitals' demands " ,We require the sales manager with the regular visit circuit, go to visit the regular customer on a regular day and set time every week. If our company did in meeting the added value demand of the hospital very outstanding, paying attention to it to the professor's investment in human relation even more at the same time, then the hospital will produce very strong dependence to our products, the degree of difficulty that the rival wants to imitate and substitute us becomes great. Even our rival's bid is lower, but the hospital may be afraid whether it will be delivered in time; How is product quality; It influences channel operation to wait to strengthen with linking up the cost of new producer.
4. Propose letting the authority be a spokesman, establish our brand image.

直销Direct Marketing
人员配置Personnel configuration
在某种程度上To some extent
积极性Positivity
销售体系Marketing system
市场占有分额Market segmentation
区域代理 Regional agent

2. Analysis of SWOT question

SWOT = Strength/superiority Weaknesses Opportunities Threats.
Boston entered Chinese market relatively early whose products are full-scale with relatively low price, high qualitily. When it took up Direct Marketing needing less personnel configuration, to some extent, it couldn't arouse the positivity of the doctors and the communication with the doctors are scarcely. So it could not expanded its products broadly in its marketing system, and share less Market segmentation. However, it has many communication chances with inner and foreign experts, won broad supporting in national conferences.

Cook and Cordis Companies also entered Chinese market early and with full-scale products, and the qualitys of their new products were accepted by the people. However, its price to Distribution Marketplaces was high and were in for many national conferences，they had their own brand.

Bard, EV3 distribution marketing mode is a big regional agent with strong marketing suporting. Its market segmentation increased gradually. However, it entered Chinese market relatively late with no full-scall products, additionally the quality was just so so.

Currently, several cases were reproted by the doctors that brackets broken in patients' bodys. However, its price in middling class.

Biotronik pramarily won the acceptance of several big hospitals with relatively single products.

Others

The price is cheap, and the products are single without their charaters. The price given to the agents is very low.

3. Marketing goals
Target market: It is estimated that its distribution agents will spread to all around China, ocuppied the areas indicated by grey color, that is to say, the remains of the yellow areas.

Prediction of market share of "百多力髂" Artery Vessel Bracket

Marketting position:
Boston, cordis, metronic are all brands with full-scale products, "百多力" can not compete with them, so our target is winning in the competition with bard,braun,ev3 et al.
Price fixing: Avoiding price competing with our agents, stressing on the factors of service, quality, consignment, technology and other factors which could bring new values, and providing particular products and services.

Distribution Marketing: The marketing representatives make the order according to the product marketing trend, then let our clients sealing and signing which is the most valuable service we provided to our agents. Think over, an agent oftenly enjoys this service provided by the manufacturer, how many bravity has he leaving you to others?

4. Marketing strategy

1. We is it participate in Shenyang city get involved the scientific seminar the seventh the whole country held will it be July 12 2006 to plan, 500 when the time comes is it can should get involved to 600 authority of field present to radiate. This meeting is run once every two years, its strong influence power can expand the popularity of our products, accelerate paces that we march into the Chinese market.

2. In order to remove the agent's worry, we have made relevant clauses too, for example if the agent is unwilling to continue cooperation, can send back goods according to the original price.

3. Our slogan is " It takes 80% of the time and energy to study how to meet 20% of the large hospitals' demands " ,We require the sales manager with the regular visit circuit, go to visit the regular customer on a regular day and set time every week. If our company did in meeting the added value demand of the hospital very outstanding, paying attention to it to the professor's investment in human relation even more at the same time, then the hospital will produce very strong dependence to our products, the degree of difficulty that the rival wants to imitate and substitute us becomes great. Even our rival's bid is lower, but the hospital may be afraid whether it will be delivered in time; How is product quality; It influences channel operation to wait to strengthen with linking up the cost of new producer.

4. Propose letting the authority be a spokesman, establish our brand image.