Johnson & Johnson China’s 4P’s marketing mix
The 4P’s marketing mix concept relates to four critical decisions a company need to conclusively consider prior to a new product launch. The four decisions are dependent on four variables namely product, price, place and promotions which project the appropriate course of action towards formulating strategic decisions.
Johnson & Johnson is an American multinational organization operating in more than sixty countries. At present, about 55% of the organization’s business is sourced from the international market. Johnson & Johnson entered the China market 28 years ago. This paper seeks to look into the 4P’s marketing mix concept employed by the organization’s china division.
The China market is distinctively different as cultural values and traditional practices are still dominant factors. Johnson & Johnson is however well positioned to incorporate such factors due to its three-decade long presence in the market and recruited Chinese marketing professionals.
Johnson & Johnson operational processes are geared towards satisfying the pharmaceuticals, consumer healthcare and medical devices and diagnostics market. The org