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| 研究生： |
鍾雯華 Chung, Wendy |
|---|---|
| 論文名稱： |
生殖醫學藥物產品G之業務策略分析─M企業在台灣個案分析 Business strategy analysis of FSH Product G - case study of M company in Taiwan |
| 指導教授： |
吳文傑
Wu, Jack |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2011 |
| 畢業學年度： | 99 |
| 語文別： | 英文 |
| 論文頁數： | 49 |
| 中文關鍵詞： | 生殖醫學 |
| 外文關鍵詞： | FSH |
| 相關次數： | 點閱：160 下載：0 |
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The case study provides an analysis of the business strategy and advantages of Company M, a German-based pharmaceutical company and current leader in Taiwan’s reproductive health treatment market. This study reviews how Company M’s follicle-stimulating hormone (FSH) Product G has been able to maintain a leading position in the market despite declining birth rate in Taiwan; the important role of (FSH), an essential hormone in the treatment of infertility; and the study of Company M, the leading pharmaceutical company in the treatment of infertility in the world and in Taiwan. Two major strategies are to establish superior Key Account Management and education programs to further strengthen market leadership position of Product G and further educate public about correct reproductive health treatment. A longer-term strategy is to increase the total Taiwan fertility market through support of Taiwan fertility society and industry to lobby for government funding for IVF subsidy
CH1 Introduction 1
CH2 M Company Profile 2
2.1 Company Background 2
2.2 Business Scope 5
2.3 M Company in Taiwan 8
CH3 Reproductive Health treatment overview 14
3.1 Fertility overview and causes of infertility 14
3.2 Reproductive health treatments 15
Follicle-stimulating hormone (FSH) – Product G 22
CH4 Market Overview 24
4.1 Taiwan reproductive health market overview 24
4.2 Key competitors in the market 27
CH5 Business strategy of M Company Fertility business 31
5.1 Global strategy 31
5.2 Local strategy 34
5.2.1 MS Taiwan Fertility business strategy 35
5.2.2 Product G Sales in Taiwan 36
5.2.3 Product positioning 38
5.3 Recent innovative local projects and practices 40
5.3.1 Fertility society and Fertility Hotline sponsorship 40
5.3.2 Establishing leadership through active industry participation 41
5.4 Competitive Advantage 42
CH6 Conclusion and Recommendation 45
Reference 49
【1】 The Merck Group, www.merck.de
【2】 Merck Serono S.A., www.merckserono.com
【3】 Fertility, www.fertility.com
【4】 Wikipedia, http://en.wikipedia.org
【5】 Merck & Co., www.merck.com
【6】 Ferring Pharmaceuticals, www.ferring.com
【7】 Institut Biochimique SA, www.ibsa.com
【8】 Department of Household Registration Affairs, MOI., www.ris.gov.tw
【9】 Index Mundi, http://www.indexmundi.com
【10】 Drugs.com, www.drugs.com/
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