Marketing Growth Strategy of Baize Plan

Zhe Zhang; Chunyi Zhang; Xinyi Liu; Huirun Pan

Product #:FDC-24026-2X-CE_P

Supplier:School of Management at Fudan University

Discipline:Entrepreneurship, Marketing

Setting:China, 2021

Details:Case (PDF) • 13 pages • 2024-11-09 (Rev: 2024-11-09)

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Shanghai Cell Therapy Group is a prominent player in pharmaceutical industry in China with a robust presence in the cell health business. The increasing public health concerns boost the cell therapy sector, but meanwhile the group is struggling to find a right marketing pathway: whether to prioritize customer acquisition or to concentrate on customer retention. Featuring the group’s journey of customer experience management, the case is designed for courses in brand management, service marketing and entrepreneurship managemen

Learning Objectives

This case can be applied to Marketing Management, Brand Management, and Service Marketing courses for business school students (EMBA, MBA, and senior executive training programs). The teaching objectives of this case are as follows: (1) Understand and apply the 5A framework to understand customer experience management based on the customer journey in the Group’s Cell Health Business. (2) Apply customer lifetime value (CLV) theory to analyze how the Group conducted customer acquisition and retention in its cell health business. (3) Understand marketing growth theories and their applications, and master the pathways for achieving marketing growth for high-tech products entering the marke

Marketing Growth Strategy of Baize Plan

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Learning Objectives