Abstract…………………………………………………………..1
List of Figures................................................................................4.
List of Tables..................................................................................5
Chapter I Market Background…………………………………6
1.1 What is Diabetes......................................................................6
1.2 The role of SMBG (Self-monitoring Blood Glucose) in Diabetes Treatment.................................................................................8
1.3 SMBG Market Potential in Taiwan.......................................9

Chapter II Launch a Blood Glucose Meter……………………10
2.1 Launch Objectives...............................................................10
2.1.1 Marketing Objective..................................................10
2.1.2 Business Objective.....................................................10
2.2 Market Analysis...................................................................11
2.2.1 Competitions..............................................................11
2.2.2 Channels.....................................................................14
2.2.3 SWOT Analysis..........................................................19
2.3 Marketing Strategy..............................................................20
2.3.1 Market Segmentation................................................20
2.3.2 Market Targeting.......................................................21
2.3.3 Market Positioning....................................................22
2.3.4 Pricing Strategy.........................................................23
2.3.5 Integrated Marketing Plans.....................................27
2.4 Sales Strategy.......................................................................31
2.4.1 Channel Strategy........................................................31
2.4.2 Trade Promotion Plan...............................................33
2.4.3 Sales Person Incentive Program..............................35
Chapter III Financials.................................................................37
3.1 Five Year P&L Estimation..........................................37
3.2 Sales Revenue Estimation...........................................38
3.3 Profitability Estimation...............................................39

Chapter IV Implementation Plans.............................................41
4.1 Challenges on Implementation..................................41
4.2 Launch Timeline.........................................................43

Chapter V Conclusions...............................................................44

References....................................................................................46