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Introducing Traditional Chinese Medicine (TCM) in Netherlands: a research project for Eu Yan Sang

W, Desy Natallea (2006) Introducing Traditional Chinese Medicine (TCM) in Netherlands: a research project for Eu Yan Sang. Bachelor thesis, Petra Christian University.

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Abstract

This dissertation presents the introduction of Traditional Chinese Medicine (TCM) that is functioned more as health supplements in Netherlands by determining the best positioning strategy. From the secondary research' result that has been conducted, the market positioning strategy will be emphasized on the key success factors of Eu Yan Sang that are combining the main function of the product as a health supplements with the main advantage of Eu Yan Sang product that are mostly comes from plant origin. From the primary research result the differentiation strategy is the best strategy in entering Dutch market. This report has also been completed with brief marketing strategy and marketing mix in order to support the positioning strategy. However, at some point it might not present adequate information in particular areas such as distribution. This is due to the focus of this research is maore to the consumer and market analysis in Netherlands pharmaceutical industry rather than on the distribution channel.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: TCM, over-the-counter, SWOT analysis, key success factors, medicines evaluation board, positioning, marketing mix
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Admin
Date Deposited: 23 Mar 2011 18:48
Last Modified: 30 Mar 2011 10:53
URI: http://repository.petra.ac.id/id/eprint/7601

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