Abstract The purpose of this study is to find the relationship between PAOD (Peripheral Arterial Occlusive Disease) and the major human diseases based on various statistics and literatures. The findings will facilitate the promotion of PAOD instrument at district clinics and hospitals where health and hygiene lessons are taught, these lessons will instruct people the idea of ¡¥prevention is better than cure¡¦ and ¡¥early discover early cure¡¦ on PAOD. Through analysis of data collected from hospital questionnaires to find an effective marketing strategy of universal installation of PAOD instrument which will make it more popular and convenient to screen potential PAOD patients and to realize the idea of ¡¥early discover early cure¡¦. Another approach of this study will focus on marketing strategy and corporate wide management strategy, the methods applied such as: 1. STP (Segmentation, Targeting, Positioning) marketing strategy 2. 4P (Product¡BPrice¡BPlace¡BPromote) theory, definition, features, advantages and disadvantages. 3. 4C (Customer benefit¡BCost to customer¡BConvenience¡BCommunication) theory, definition, features, advantages and disadvantages. 4. The comparisons and crossed applications of 4P and 4C theory. 5. Vertical integration strategy. Through the above methods and the analysis of PAOD questionnaires, it decides a marketing strategy and execution approach. Besides, according to the current industry environment and health insurance system, this paper gives practical advices to company ¡¥A¡¦ facing exit strategy. In an era of extremely competitive of free market, how to customize products, to differentiate services, to increase the customer loyalty and to buildup good brand image are the cores of competition to a company. Based on the result of this study, it purposes company ¡¥A¡¦ the short, medium and long term running plan individually. The core of the best marketing strategy always considers the highest guideline ¡¥the needs and benefits of customers¡¦. For a company, besides its profits consideration for continuous operation, how to step into a virtuous cycle which constantly puts the benefits of customers (such as hospitals, clinics, and patients) as its first priority is the major topic of sustainability and differentiation. Key words: PAOD¡ASTP marketing strategy¡A4P theory¡A4C theory¡Avertical integration

This bachelor thesis gives insight to the reader on the 4P theory’s role in a company’s social media marketing. This is a multiple case study where the authors investigated how these two companies apply 4P theory in their social media marketing. Furthermore. social media has appeared through the era of digitalization which has become a tremendous phenomenon in a company’s marketing strategies. Therefore, there is a high competition among companies in order to attract customers through their social media platforms such as Facebook, Instagram, Twitter. In this thesis it is investigated of how companies applies the 4P theory in their social media. The research question of this thesis is as follows: How does a company apply 4P in its social media platforms? In order to answer the research question of this thesis, the authors have used existing theories on digitalization, the new 4P’s and the traditional 4P’s as well as empirical data in the form of semi structured interviews. The results showed that the 4P theory has an enormous role in these companies’ marketing in social media.