나이지리아의 의약품산업에 진출하기 위한 국제마케팅 전략
분야
사회과학 > 정치/외교학
저자
심재현 ( Jae Hyun Shim ) , 정영규 ( Young Kyu Jeong )
발행기관
한국중동학회
간행물정보
한국중동학회논총 2013년, 제33권 제3호, 195~221페이지(총27페이지)
파일형식
27900755.pdf [무료 PDF 뷰어 다운로드]
  • ※ 본 자료는 참고용 논문으로 수정 및 텍스트 복사가 되지 않습니다.
  • 구매가격
    6,700원
    적립금
    201원 (구매자료 3% 적립)
    이메일 발송  스크랩 하기
    자료 다운로드  네이버 로그인
    영문초록
    The purpose of this study is to systematically analyze marketing strategy of firm level aimed at strengthening competitiveness of South Korea`s pharmaceutical medicine industry in order to enter the pharmaceutical medicine industry of Nigerian market with 150,000 million people. The marketing strategies to enter the Nigerian pharmaceutical medicine industry are as follows: First, product strategy is WHO-standard quality of medical products, selection of Korean-style company name reminiscent of the Korean Wave image, addition of product line items through line filling strategy and upward stretch strategy. Second, price strategy should be low-priced in the short-term, while middle-and high-priced in the mid-and long-term plan. This, clearly, can be shifted by stages after securing competitiveness with product image positioning through steady promotion activities. Third, distribution strategy of first mover is to make inroads through trustworthy Nigerian importers. Companies with previous experiences can supply products to large hospitals and medical product-related organizations or directly supplying raw materials to manufacturers, as well as using a previous method. Fourth, promotion strategy is to promote South Korean products to consumers through personal networks after selecting capable local importers because the promotion activities by advertisements or specialized magazines are not fully developed in Nigeria. We hope that the results of this study would contribute to using as a way of analyzing marketing strategy to make inroads into Nigeria`s pharmaceutical medicine industry.
    사업자등록번호 220-87-87785 대표.신현웅 주소.서울시 서초구 방배로10길 18, 402호 대표전화.070-8809-9397
    개인정보책임자.박정아 통신판매업신고번호 제2017-서울서초-1765호 이메일 help@reportshop.co.kr
    copyright (c) 2009 happynlife. steel All reserved.