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Business Assignment范文-医疗保健业务中的营销策略。本文是一篇留学生Business Assignment写作范文，主要内容是讲述由两位医药供应市场专家组成的健康公司即将进入成熟的医疗保健市场。改善消化系统，补充营养是个人、专业人士和其他人的共同需求。研究表明，美国有2.62亿螺旋藻用户，70%的人口食用螺旋藻。 Assignment范文中提到我们的竞争对手埃尔肯是螺旋藻的领导者，拥有39%的全球市场份额。亚军是东台市螺旋藻生物工程有限公司，拥有25%的全球市场。在美国市场，东台市有限公司是市场领导者。为了在这种营销环境中获得市场份额，我们必须充分集中精力瞄准特定的细分市场，这些细分市场的功能可以为每个消费者带来有价值的利益。下面就一起来看一下这篇Business Assignment范文的具体内容。
Current Marketing Strategy 当前营销策略 Health, organized by two entrepreneurs who are expert in medicine supply market, is about to enter the mature health care market. Improve digest system, supplement nutrients are common need for personal, professional, and other people. Research shows that the United States has 262millions spirulina subscribers, and 70 percent of the populations consume spirulina. Our competitors, Elken is the spirulina leader, with 39 percent of the global market.The runner up is – Dongtai City Spirulina Bio Engeering Co., Ltd, with 25percent of the global market.In the U.S. market, – Dongtai City Spirulina Bio Engeering Co. Ltd. is the market leader. In order to gain market share in this marketing environment, we must fully concentrate to target specific market segments with features that can deliver benefits valued to each consumers. Market Description 市场描述 Health’s market consists of consumer and business user who have strong awareness of health for health caring or living with the high standard life. Specific market segments being targeted during the launching phase which is include professional, organization, students, businessman, and medical users. Table below show how the Health addressed the needs of targeted consumer and business segments. 健康市场由消费者和企业用户组成，他们对健康有强烈的保健意识或过着高标准的生活。在推出阶段瞄准的特定细分市场包括专业、组织、学生、商人和医疗用户。下表显示了卫生部如何满足目标消费者和业务部门的需求。 Consumers can select a suitable product among models based on several different health care product, including species from Elken, DongTai City, King Dnarmsa and other variation. Health licenses an organic species because it bring more benefits to human body and enhance our immune system. Tablet and powder are popular spirulina options. Health is equipping organic, providing more nutrients, and more convenient to digest. This will allowed users to absorb nutrients at the simple way just from eating tablet of spirulina. Researching technology of spirulina costs are increasing as the capabilities of spirulina are increasing too, and it makes value-priced product more attract to consumers and business users with traditional way to gain all of the nutrients that body need. 消费者可以根据几种不同的保健产品在型号中选择合适的产品，包括埃尔肯、东泰城、德纳姆萨国王和其他变体。健康是有机物种的许可证，因为它给人体带来了更多的好处，并增强了我们的免疫系统。片剂和粉末是受欢迎的螺旋藻选择。健康是有机的，提供更多的营养，更方便消化。这将允许使用者以简单的方式吸收营养，只需吃一片螺旋藻。随着螺旋藻能力的提高，螺旋藻的研究成本也在增加，这使得价格合理的产品更能吸引消费者和商业用户，以传统的方式获得身体所需的所有营养。
Product review 产品报告 Our main product, the Health Spirulina, it offers benefited features with organic species:我们的主要产品，健康螺旋藻，它提供了有机物种的有益功能： Have total assurance of quality – all sic major processes are certified and recognized.全面保证质量——所有sic主要工艺都经过认证和认可。 Develop the spirulina to consist of forty eight nutrients that body really need, however body can’t manufacture those nutrients.将螺旋藻培养成由身体真正需要的四十八种营养物质组成，然而身体无法制造这些营养物质。 Harvested Health spirulina undergo a high-tech-spray-dry process.收获的健康螺旋藻经过高科技喷雾干燥处理。 Health Spirulina’s powder form are pressed into tablet form.健康螺旋藻的粉末形式被压制成片剂形式。 Health Spirulina tablets are inserted into food-grade plastic containers before distribution.健康螺旋藻片在分发前插入食品级塑料容器中。 It contains high amount of carotenoids like beta carotene and yellow xanthophyll which consist of antioxidant properties.它含有大量的类胡萝卜素，如β-胡萝卜素和黄色叶黄素，具有抗氧化特性。 It also contains chlorophyll, fatty, nucleic acids, lipids, iron, magnesium and trace minerals and is easier to absorb than iron supplements它还含有叶绿素、脂肪、核酸、脂质、铁、镁和微量矿物质，比铁补充剂更容易吸收 It also an anti-aging food, which is concentrated nutrient value, and can be easily digested, it also loaded with antioxidants.它也是一种抗衰老食品，营养价值集中，而且易于消化，还富含抗氧化剂。 Proves eating beta carotene rich vegetables and fruits given us cancer prevention.证明吃富含β-胡萝卜素的蔬菜和水果可以预防癌症。 Achieved CERES organic certified, GMP food certification, Golden Award by Taiwan health Food Society, Certified Halal by Malaysia Islamic Development Apartment, Approved by Drug Control Authority, and Certified JHFA by Japan Health Food Association.获得CERES有机认证、GMP食品认证、台湾保健食品协会金奖、马来西亚伊斯兰发展公寓清真认证、药品监督管理局批准、日本保健食品协会JHFA认证。 First-years sales revenues are forecasted to be $75million. In the second year, we plan to introduce a new product Health Spirulina A, also with organic species, as a higher nutrients spirulina offering the following standard features:第一年的销售收入预计为7500万美元。在第二年，我们计划推出一种新产品Health Spirulina a，也含有有机物种，作为一种营养更高的螺旋藻，提供以下标准功能： Contains 52 nutrients which are innovate from our strong R&B team.含有52种营养成分，来自我们强大的研发团队的创新。 More suitable for the people who allergy to iodine.更适合对碘过敏的人。 More convenient and creative packaging.更方便、更有创意的包装。 Competitive Review 竞争报告 The appearance of organic spirulina, including the Elken Spirulina, has increased competitive pressure. The Competition in specialize health care product for nutrients supplement, such as Taiwan Chlorella Manufacturing Company, King Dnarmsa Spirulina International Inc, Dongtai City Spirulina Bio Engeering Co. Ltd., Green Health Ltd, Ningbo Green-Health Pharmaceutical Co. Ltd, is major factor. Key competitors include the following: 有机螺旋藻的出现，包括埃尔肯螺旋藻，增加了竞争压力。主要因素是台湾小球藻制造公司、King Dnarmsa Spirulina International Inc、东台市螺旋藻生物工程有限公司、Green health Ltd、宁波Green Hearth Pharmaceutical Co.，Ltd等营养补充剂专用保健品的竞争。主要竞争对手包括： Taiwan Chlorella Manufacturing Company (TCMC) was established in 1964. TCMC is the world’s largest and oldest Chlorella producer. The Chlorella is not so easy to be digested or absorbed even it contain higher nutrients than spirulina. It sell a bottle of chlorella (600 tablet) with $158. 台湾小球藻制造公司成立于1964年。TCMC是世界上最大、历史最悠久的小球藻生产商。小球藻不太容易被消化或吸收，即使它含有比螺旋藻更高的营养成分。它卖一瓶小球藻（600片），售价158美元。 Ningbo Green-Health Pharmaceutical Co., Ltd is a leading Manufacturer of food and drugs with CGMP and American NSF Certificates. They have great advantage in developing, manufacturing and marketing of Herb medicines, Botanic Extracts, Bulk Drugs of Pharmaceutical Chemicals, Preparations and Nutritional Supplements. The Company spend a lot of funds in research and the company try to innovate their product. However, the innovation less function. The company still produce spirulina with the old technology machine and it involve the spirulina is not too pure. Spirulina has stayed in the market for long moment.it sell a bottle of spirulina (500 tablet) with $165. 宁波绿色健康药业有限公司是一家拥有CGMP和美国NSF认证的领先食品和药品制造商。它们在中草药、植物提取物、药用化学品原料药、制剂和营养补充剂的开发、生产和销售方面具有巨大优势。该公司在研究上投入了大量资金，并试图创新他们的产品。然而，创新的作用较少。该公司仍然使用旧的技术机器生产螺旋藻，而且所涉及的螺旋藻不是太纯。螺旋藻已经在市场上呆了很长一段时间。一瓶螺旋藻（500片）售价165美元。 Elken Sdn Bhd as one of the leading selling companies in Malaysia, Elken has become a sterling example of a home grown success. It has also established a stronghold in six countries in the Asia Pacific region, namely Hong Kong, India, Thailand, Indonesia, Brunei and Singapore. The company achieve many international award. The company really emphasize on the quality of the spirulina. Therefore, they harvest the spirulina from their own cultivation pool, and it ensure quality and pure of the spirulina.It sell a bottle of spirulina(500 tablet) with $168. Elken Sdn Bhd作为马来西亚领先的销售公司之一，Elken已成为本土成功的典范。它还在亚太地区的六个国家建立了据点，即香港、印度、泰国、印度尼西亚、文莱和新加坡。公司获得多项国际大奖。这家公司非常重视螺旋藻的质量。因此，他们从自己的养殖池中收获螺旋藻，确保了螺旋藻的质量和纯度。一瓶螺旋藻（500片）售价168美元。
Strength, Weakness, Opportunities, and Threat Analysis 优势、劣势、机遇和威胁分析 Health acquired several strengths on which to build, but our fatal weakness is lack of brand recognition. Not only that, we have our major opportunity is the damand for health care product that deliver value benefits. We also face the threat of competition from consumer drug manufacturer such as pricing pressure. Below show summarizes Health’s strength, weakness, opportunities, and threats. 健康获得了几个优势，但我们的致命弱点是缺乏品牌知名度。不仅如此，我们的主要机会是提供价值效益的医疗保健产品。我们还面临着来自消费类药品制造商的竞争威胁，如价格压力。下面的节目总结了健康的优势、劣势、机遇和威胁。 Strengths 优势 Spirulina can build on three important strengths:螺旋藻可以建立在三个重要的优势之上： 1. Pure cultivation. Pure environment really play important roles in super food. Due to that, pure cultivation can ensure the best quality of the spirulina, and make sure consumer are really safe to eat the nutrients super food. 纯培养技术。纯净的环境在超级食品中扮演着重要的角色。正因为如此，纯养殖才能确保螺旋藻的最佳品质，并确保消费者真正安全地食用营养丰富的超级食品。 2. Strong R & D team. Keep improve or innovate or product always better than the previous product. We will higher the nutrients value and decrease the allergy problem to whom allergic to iodine. 强大的研发团队。不断改进或创新，或者产品总是比以前的产品更好。我们将提高营养价值，减少对碘过敏的人的过敏问题。 Weakness 劣势 By waiting to enter the spirulina market as a newcomer, Health has learned anything from others competitors. Nonetheless, we still have several weaknesses. 通过等待作为一个新人进入螺旋藻市场，Health从其他竞争对手那里学到了什么。尽管如此，我们仍然有几个弱点。 1. Lack of brand recognition. Health was a new company that does not have image, however other competitor already is old company and have strong brand recognition. We will handle this problem, we must keep aggressive promotion so that, the customer will only remember our company. 缺乏品牌知名度。健康是一家没有形象的新公司，但其他竞争对手已经是老公司，有很强的品牌认知度。我们会处理这个问题，我们必须保持积极的促销，这样，客户才会记住我们的公司。 2. Drug sensitive. People who are allergic or sensitive to iodine should avoid taking the supplement. Besides that, seaweed or seafood may also want to avoid taking spirulina. 药物敏感。对碘过敏或敏感的人应该避免服用这种补充剂。除此之外，海藻或海鲜也可能希望避免服用螺旋藻。 Opportunities 机会 Health have the following advantage opportunities:健康具有以下优势机会： Cost-efficient improve. Good improve is available at a lower cost than before. Thus, Health can use advanced features at a value-added price to get a reasonable profits. 提高成本效益。可以以比以前更低的成本获得良好的改进。因此，健康可以以增值的价格使用先进的功能来获得合理的利润。 Increasing demand for health care product or super food. The market for health care product are increasing rapidly as the world development growing fast. People are too concentrate on their work and they might omit their health. We produce spirulina to enhance awareness of their health capabilities to more emphasize on health. 对保健品或超级食品的需求不断增加。随着世界经济的快速发展，保健品市场也在快速增长。人们过于专注于工作，可能会忽视健康。我们生产螺旋藻是为了提高人们对其健康能力的认识，更加强调健康。 Threats 威胁 We are facing two threats with the beginning phase of the Spirulina.随着螺旋藻的出现，我们面临着两个威胁。 1. Increasing competition.竞争加剧 2. The pressure of pricing.定价压力
Objectives 目标 We have created various objectives for early stage of market entry.我们为进入市场的早期阶段制定了各种目标。 Our first objectives is during the Health Spirulina first year on the market, we are aiming volume of 300,000 bottle for unit sales. Our Second objectives is in the next year, we are able to sell a combined total of one million units of our two product. 我们的第一个目标是在健康螺旋藻上市的第一年，我们的目标是单位销售额达到30万瓶。 我们的第二个目标是在明年，我们能够总共销售100万台我们的两种产品。 Issue 问题 During the product launching phase, our major issue is to build up a well-known brand name. We will put many efforts in marketing to make sure that we can make a creative, memorable and distinctive brand image. Furthermore, we will keep collecting marketing data so we can manage our marketing strategy as soon as possible. 在产品推出阶段，我们的主要问题是建立一个知名品牌。我们将在市场营销方面做出许多努力，以确保我们能够塑造一个富有创意、令人难忘和与众不同的品牌形象。此外，我们将不断收集营销数据，以便尽快管理我们的营销策略。 Marketing strategy 营销策略 Health’s marketing strategy is depends on product differentiation with a powerful positioning. We set our primary market target is middle to upper income experts who need rich nutrients tablet to bring improvement their health status and convenient to guarantee them strong in spirit. After that, our secondary school consumer target is students who want a universal method to ensure their well-done performance in school or else. These segment can be categorize demographically by age (13-25). 健康的营销策略是依靠产品差异化和强大的定位。我们设定的主要市场目标是中高收入专家，他们需要丰富的营养片来改善他们的健康状况，并方便他们，以保证他们精神健康。在那之后，我们的中学消费者目标是那些想要一种通用方法来确保他们在学校或其他方面表现出色的学生。这些部分可以按年龄（13-25岁）进行人口统计学分类。 Our primary business target is mid to large-sized organization that want to help their workers to gain superior welfare and to ensure them always in good mood to fight or work for company. This segments including companies with more than $25millions in annual revenue and more than 50 employees. Not only that, we are also aiming other business target such as entrepreneurs and small business owners as well as medical users this especially suitable for who want to keep their body health from spending too much time on calculating the nutrients that still lack of. 我们的主要业务目标是中大型组织，希望帮助他们的员工获得优越的福利，并确保他们始终有良好的心情为公司奋斗或工作。这一细分市场包括年收入超过2500万美元、员工超过50人的公司。不仅如此，我们还瞄准了其他商业目标，如企业家、小企业主以及医疗用户，这尤其适合那些希望保持身体健康的人，以免花太多时间计算仍然缺乏的营养素。 Product Strategy 产品战略 The Health Spirulina, will be sold with shown certificate of world safety food approval. We will introduce a more highly nutrients and innovative new species of spirulina-advance (Health spirulina A) in the next few years. Creating the Health brand is a part of our product strategy. In order to let consume recognize our brand, the product will be displayed with brand name and the logo and its packaging and with our introductory marketing campaign, the product can be reinforced by its prominence. Our product is belonging to consumer product which are the product is originally for personal consumption. Our product under convenience product that are daily usage and the customer usually buys frequently. We also have created creative and safety packing than our competitor. Test marketing is one of our product strategy too. Thus, we will spread out our testimony product to the market and let them have a try whether it are well acceptable by them or not. Our company is the new company so there are a lot of preparation we need to consider. As we are in introduction part, we need to hire a great amount of people or worker. Besides that, we need to do a research whether our product are really super safe to the public. Other than that, we also need to spend a lot of fund to buy the machine and innovate the product. 健康螺旋藻，将在出售时出示世界安全食品批准证书。我们将在未来几年推出一种营养丰富、创新的螺旋藻新品种。创建健康品牌是我们产品战略的一部分。为了让消费者认可我们的品牌，产品将展示品牌名称、标志及其包装，通过我们的介绍性营销活动，产品可以通过其突出性来加强。我们的产品属于消费品，而消费品本来就是供个人消费的。我们的产品是日常使用的方便产品，客户通常经常购买。我们还创造了比竞争对手更具创造性和安全性的包装。测试营销也是我们的产品策略之一。因此，我们将把我们的证词产品推广到市场上，让他们尝试一下，无论他们是否能接受。我们公司是一家新公司，所以我们需要考虑很多准备工作。由于我们在介绍部分，我们需要雇佣大量的人员或工人。除此之外，我们还需要研究我们的产品对公众是否真的超级安全。除此之外，我们还需要花费大量资金来购买机器和创新产品。 Pricing strategy 定价策略 Health Spirulina will be launched at $210 wholesale /$239 retail price per unit. We are expected to make a lower the price of the initial product when we expand the product line by launching the Health Spirulina A, wholesale price will be 225 per unit. According to major pricing strategies, cost-based pricing are more suitable to Health Spirulina. We will setting the prices according on the cost for every process that the product went through and plus a fair rate of return for return and risk. We might adds a mark-up to the cost of the product and it eventually will make a great deal of profits to our company. One of the cost is fixed cost which is include high rate interest from bank, executive salaries to workers. Variable cost include safety uses packaging and also the spirulina cultivation fee. In addition, we are selecting market-penetration as our pricing strategies. Due to the market-pricing strategies, we set a low price for three months as we want to penetrate the market as soon as possible and then attract deeply to a large number of buyers. Thus, most of the consumer can try our product, and they might continue to select our product if they are satisfying to our good quality product. If we didn’t set a low initial price, then just less people will try our product, so the sales of our product are not so good. It means we create the value to the customer, however, we are not capturing the value from them. We are planned to raise up the price after three months in order to help the company make huge markup in the future. 健康螺旋藻将以每单位210美元的批发价/239美元的零售价推出。当我们通过推出健康螺旋藻a来扩大产品线时，预计我们将降低初始产品的价格，批发价格将为每台225英镑。根据主要的定价策略，成本定价更适合健康螺旋藻。我们将根据产品经过的每个过程的成本，加上公平的回报率和风险来制定价格。我们可能会增加产品的成本，最终会为我们公司带来大量利润。其中一项成本是固定成本，包括银行的高利率、高管工资和员工工资。可变成本包括安全使用包装和螺旋藻培养费。此外，我们正在选择市场渗透作为我们的定价策略。由于市场定价策略，我们设定了三个月的低价，因为我们希望尽快渗透市场，然后吸引大量买家。因此，大多数消费者可以尝试我们的产品，如果他们对我们的优质产品感到满意，他们可能会继续选择我们的产品。如果我们没有设定一个低的初始价格，那么尝试我们产品的人就会更少，所以我们产品的销量就不那么好。这意味着我们为客户创造价值，但我们并没有从他们那里获得价值。我们计划在三个月后提高价格，以帮助公司在未来大幅提价。 Promotion Strategy 推广策略 Business firm always use advertisement to promote their product, so do to Health Sdn Bhd. We will create an attracting advertisement of spirulina and express the function that provided in spirulina. The advertisement have divided into two types, one is paper form which use to distribute to public and the other is video form which are used to play in television. Our company will also spread our product advertisement by the roadside, then most of the pedestrian can see and know about us. We will try to create creative TV and radio advertisement in order to make our product be well known or popular. Advertisement will show the super value of the spirulina and how it maintain people health in current busy world. In addition, Health Sdn Bhd will also organize a superior promotion for public to know this best product ever in the world. We will sell spirulina with 30%discount to the public at the first 3 month to let public more understanding on this product. Due to this, more public will know about our product as our promotion ongoing. They will be more confident to purchase our product compare to our competitor product it is just because our product really are the best product and have achieved many international certificate. In addition, we can be a sponsor and donate some funds to some non-profit organizer (school, orphanage) as charity. Then the society will know more about us. We are not only focus on our business, but also concern to the society. Undeniably, it is our product honour and it is the proof to show to public our product is safe to eat. 商业公司总是用广告来宣传他们的产品，健康私人有限公司也是如此。我们将制作一个吸引人的螺旋藻广告，并表达螺旋藻所提供的功能。广告分为两种类型，一种是用于向公众发布的纸质形式，另一种是在电视上播放的视频形式。我们公司还将在路边传播我们的产品广告，让大多数行人都能看到和了解我们。我们将努力创造富有创意的电视和广播广告，以使我们的产品广为人知或受欢迎。广告将展示螺旋藻的超级价值，以及它如何在当今繁忙的世界中保持人们的健康。此外，Health Sdn Bhd还将组织一次高级促销活动，让公众了解这款世界上最好的产品。我们将在头3个月以30%的折扣向公众出售螺旋藻，让公众更多地了解该产品。因此，随着我们的促销活动的进行，更多的公众将了解我们的产品。与我们的竞争对手产品相比，他们将更有信心购买我们的产品，因为我们的产品确实是最好的产品，并获得了许多国际证书。此外，我们还可以作为赞助商，将一些资金捐赠给一些非营利组织（学校、孤儿院）作为慈善机构。这样社会就会更加了解我们。我们不仅专注于我们的业务，而且关注社会。不可否认，这是我们的产品荣誉，也是向公众证明我们的产品可以安全食用的证据。 Place Strategy 渠道策略 Our strategy is selective placing, marketing Health Spirulina through popular pharmacy and online retailer. During the beginning phase, we will add distrbutor partners until we have coverage in all major market. In support of our distributor partners, they will be given demonstration products and detail specification hand-out by Health. Then, we will manage some special payments terms for retailers that place volume order. We also have provided the best delivery service to each consumer who have purchased more than 2000 tablet. Otherwise, we will charge much fees on the delivery product. In addition, we will distribute our product to retailer. Then, they will help to gather and distribute information. Besides that, they may also help us to promote our product when our new product new to the market. However, our delivery service is in good standard and ensure the product get destroyed or else. 我们的策略是选择性投放，通过受欢迎的药店和在线零售商营销健康螺旋藻。在开始阶段，我们将增加分销商合作伙伴，直到我们覆盖所有主要市场。为了支持我们的分销商合作伙伴，他们将获得Health分发的演示产品和详细规范。然后，我们将为下批量订单的零售商管理一些特殊付款条款。我们还为每一位购买了2000多台平板电脑的消费者提供了最好的送货服务。否则，我们将对交付产品收取大量费用。此外，我们将把我们的产品分销给零售商。然后，他们将帮助收集和分发信息。除此之外，当我们的新产品投放市场时，他们还可以帮助我们推广我们的产品。然而，我们的交付服务是在良好的标准，并确保产品被销毁或其他。本站提供各国各专业Assignment写作指导服务，如有需要可咨询本平台。 |
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