Branding of pharmaceuticals in China : a case study of aspirin | |
| Author | Wang, Jiping |
| Call Number | AIT RSPR no. SM-98-43 |
| Subject(s) | Aspirin--China Pharmaceutical industry--China Brand name products--China |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business and Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | This research examined the branding issues of Aspirin in China. At first, the research examined the competitive environment of Chinese pharmaceutical market that Bayer compete in. Then, the research examined the customers' perception and criteria towards Aspirin brands, the evaluation of Buyer performance and the SWOT analyze of the competitors. The gaps between the customers perception and Bayer's performance as well as the gaps between the competitors' and Bayer's performance could be found. The suggestion of successful branding in Chinese market is in the last part of this research. |
| Year | 1998 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Bechter, Clemens; |
| Examination Committee(s) | Speece, Mark ;Swierczek, Fredric William; |
| Scholarship Donor(s) | AIT Partial Scholarship ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1998 |