小厂突破4000万瓶颈（Small factories break through 40 million bottlenecks）.doc

小厂突破4000万瓶颈（Small factories break through 40 million bottlenecks） Moderator: Platycodon grandiflorum Case name: small factory break 40 million bottleneck Credit: Zhang Liwei case Special note: Geng Hongwu (vice president of Beijing pharmaceutical company) With the new medical reform gradually become clear, this year will become small and medium-sized enterprise transformation in medicine, a small pharmaceutical companies try to do this, achieved initial results B company is a small and medium-sized Northeast Pharmaceutical enterprises, enterprises set up 10 years sales have increased steadily, but in the last two years of sales growth dropped significantly, and lower than the industry average growth level, on the scale of 40 million yuan on the stagnant. B company has more than 50 kinds of products, most of them for generic drugs, located in the regional market some products have a certain influence and market share, other products (mostly imitation products) mainly with prescription drugs, OTC products with less investment in the form of the operation of the market, the market influence is small, the number of cooperative agents (there are many nearly 2000 agents), but small and scattered (year Xiaoshouhuikuan reached 500 thousand yuan more than the few agents), and the loss rate is very high. All kinds of products, mode of operation, clinical, OTC, business, conference marketing etc. exist at the same time, even the conflict occurred in the same region market. The main channel in the clinic, because health insurance products, tendering and bidding is not timely due to many threshold limit; OTC, the terminal chain enterprise and part of the high margin forms of cooperation, but because of the lack of terminal maintenance and promotion, there is no corresponding advertising and other reasons of weak sales. In order to break the bottleneck of sales, promote the sustainable development of the enterprise, B enterprise management after careful investigation and reflecti