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Marketing Management PDF

   

Added on  2020-10-05

19 Pages5680 Words453 Views
MarketingHealthcare and Research
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Marketing Management
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Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................2BODY..............................................................................................................................................21) Background of the industry including market positioning and unique selling proposition ofBaxter India Pvt Ltd....................................................................................................................22) Marketing audit, outline overall market attractiveness and analysis of market growth.........53) Competitor analysis................................................................................................................74) New marketing mix actions to achieve gaps between the company’spresent marketing strategy and external environment.............................................................11CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................14APPENDIX ...................................................................................................................................16
Marketing Management PDF_2

EXECUTIVE SUMMARYIn this report there is discussion about use of Baxter India Pvt Ltd company which is oneof the leading medical company. Baxter India Pvt Ltd is the company whose parent company isBaxter India Pvt Ltd International, situated in USA. There are various competitors which affectbusiness operations. There are elements which has to be undertaken while operating business.There are Renal, Medication delivery and Bio Science through which they are doing business.Companies such as Abbott, Troikaa and Neon which are effective for performing businessactivities. In this report there is discussion about marketing fix factors affecting due to externalforces. Baxter India Pvt Ltd company wants to have business relations with government banks,so they must try to reduce their cost. 1
Marketing Management PDF_3

INTRODUCTIONBusiness has some goals and objectives for which they work. These days scope ofmarketing department is wider as association. According to Ardley, 2011 ''Marketing is thedepartment which deals which society, they help to tell about growth of business sales.''Marketing management means to planning, organising and directing marketing activities. Thereare internal as well as external factors which affect business which must be considered to expandbusiness. Marketing manager is responsible for growth of sales in the market and when there isalternation in product then it must be communicated to consumer properly. There are manyworkers which engage marketing activity hence there is requirement of proper guidance, so theycan achieve targets in better way. This report is based on Baxter India Pvt. Ltd. which is one ofthe biggest health care organisation. Its headquarter is in Gurgaon, India. In this report, there isdiscussion about Anesthesia division of Baxter India Pvt Ltd. They have good quantitymedicines which is acceptable worldwide. In this report there is discussion about background ofcompany and its market positioning, competitors, marketing mix with external environment. BODY1) Background of the industry including market positioning and unique selling proposition ofBaxter India Pvt LtdBACKGROUND OF INDUSTRYBaxter India Pvt Ltd is related to medicine industry, which serve society in case ofsuffering. It is essential that quality of product and services must be up to the mark whichprovides satisfaction to society. In this industry, there is distribution of medicines, medicalequipments, to hospitals and nursing homes. There are various insurance also which help clientto be secured in future. BACKGROUND OF BAXTER INDIA PVT LTDBaxter India Pvt Ltd company is a biopharmaceutical company, which talks about changein plans and policies and this is effective in India because there is increase in demand ofmedicines. According to Baker and Saren, eds., 2016 ''This company was set in India in 1996, itsparent organisation is Baxter International situated in USA.'' This company entered in Indiathrough emerging Asia. This association operates in India through Singapore head quarter inAsia Pacific. In India this company deals in core three areas- Renal, Medication delivery, Bio-science. This company has staff of 300 workers and annual revenue of INR 900 Crore.2
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