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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/31345


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/31345


    Title: 血糖監測系統上市計畫書
    Business plan for launching a glucose monitoring system in Taiwan
    Authors: 林公堯
    Lin, Terry
    Contributors: 吳文傑
    Wu, Jack
    林公堯
    Lin, Terry
    Keywords: 血糖監測系統
    Date: 2008
    Issue Date: 2009-09-14 09:50:09 (UTC+8)
    Abstract: 血糖監測系統上市計畫書
    This new product will target on those insulin patients who requires more frequent of SMBG. We will be positioning this product as high accuracy with least interference tool to help insulin patients adjust their daily insulin dosages for better treatment results. The meter price will be between NTD3,500~3,900 at consumer price and NTD2,000 for retailer price. As for test trip price, a box of 50 test strips will be NTD900~1,000 at consumer price and NTD 800 for retailer price. We estimate a 5% market share will be gained in 2009 year and estimate 15% share in the 2013. This launch will generate NTD 25 million sales revenue in 2009 and expected to reach NTD100 million revenue in 2013.

    Since this product is to focus on insulin patients, strong recommendations from HCPs such as Endocrinologists and Diabetes Educators will be our winning strategy. Moreover, partnership with insulin companies will also accelerate product penetration among insulin patients.
    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
    Reference: http://www.diabetes.org/ (American Diabetes Association)
    http://www.diabeteseducator.org/ (American Association of Diabetes Educators)
    http://www.tade.org.tw/ (Taiwan Association of Diabetes Educators)
    http://www.lifescan.com/ (Lifescan Inc.)
    http://www.accu-chek.com/ (Roche Accu-Chek website)
    http://www.abbottdiabetescare.com/ (Abbott Diabetes Care website)
    http://www.bayerdiabetes.com/ (Bayer Diabetes Care website)
    http://www.taidoc.com.tw/ (Taidoc Inc.)
    http://www.apexbio.com.tw/ (Apex Biotechnology Corp.)
    http://www.wellcare.com.tw/ (Wellcare Health Care Supply Inc.)
    http://www.medfirst.com.tw/ (Medfirst Health Care Service Inc.)
    http://www.bhp.doh.gov.tw/ (Bureau of Health Promotion, Department of Health,R.O.C.)
    http://www.doh.gov.tw/ (Department of Health, R.O.C.)
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    95933019
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095933019
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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