The Research of Illumina China Competition Strategy in High Throughput DNA Sequencing Market
|School||Shanghai Jiaotong University|
|Keywords||High Throughput Sequencing SWOT Analysis Five Force Analysis Competition Strategy|
DNA sequencing is the key technology in life science research field, it’s broadly used in clinical, forensic, CDC areas. And high throughput sequencing is the one of most important revolutions ,it makes the cost of human sequencing cut down to thousands of dollars from billion dollars. This technology enable the personalized sequencing become possible, undoubtedly the market is so huge and attractive.As a young company, Illumina has become the leader in the high throughput sequencing market. Illumina China has been set up only for few years, how to rapidly grow in such a highly competitive market is a big question facing to the management team of Illumina China, is also the thesis of this paper. This paper deeply analyzed the high throughput sequencing market, including market trend, market opportunities and challenges as well. This paper also analyzed the customer profile, consuming psychology, and spending habit. Using SWOT analysis and five force methodology to get competition intelligence, this paper analyzed the main competitors (Life Technologies, Roche, 3rd sequencers), got the strengthens and weakness of these companies, then summarized the current competition status of Illumina China.Based on these analysis, the author recommended differentiation strategy as the key competition strategy of Illumina China Co, furthermore ,to create the total tactics plan of differentiation strategy, including product differentiation, marketing differentiation, distribution channel differentiation, etc.