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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/38429


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/38429


    Title: 實驗室自動化系統導入檢驗試劑市場之評估及作法
    Introduce laboratory automation system into Taiwan IVD (in vitro diagnostics) market
    Authors: 邱禎祥
    Chiu, Jack
    Contributors: 何小台
    Ho, Chester
    邱禎祥
    Chiu, Jack
    Keywords: 自動化系統
    Date: 2009
    Issue Date: 2010-06-15 16:24:53 (UTC+8)
    Abstract: 實驗室自動化系統導入檢驗試劑市場之評估及作法
    Hospital laboratories in Taiwan are confronted by the cost and quality challenges as the overall healthcarec environments are getting more rigorous. Introducing automation solution to the laboratory is one of the best ways to lower costs and improve quality of laboratory operation. Siemens Healthcare Diagnostics (SHD) is planning to launch Laboratory Automation System (LAS) in Taiwan market to address customer demand. Moreover SHD can further extend the business coverage by the lab integration while pursing automation.
    SHD identified non-public medical centers as LAS target market by considering the relative bigger market share and more flexible procurement process. As the prospects are limited at around 20 hospitals, the sales and promotion strategy will be on project based to custom-made our solution to individual hospital. SHD will not treat LAS product line as a revenue generator. Instead the LAS product is the integration tool for SHD to further extend the business in the lab. SHD will maintain current distribution channel and corporately promote the new product along with the exclusive distributor. However SHD intends to invest more on marketing and sales headcount in the middle term to ensure high customer satisfaction among these VIP accounts.
    The sales goal of this new product launch is to achieve one unit LAS installation in the first year and two units in year 2 to 5 in a row. CAGR of this new product line will be at 44.15% during the first 5 years.
    1 Company Overview………………………………………………………1
    1.1 Description………………………………………………………………..1
    1.2 Image Objectives…………………...……………………...……….……..2
    1.3 SWOT Analysis……………………………………………………….…..3
    1.4 The Future……………………………….………………………….……..7
    2 The Market………………………………………………..………………8
    2.1 Description…………………………………..………………….....………8
    2.1.1 Introduction of IVD Market………………………………………….……8
    2.1.2 Taiwan IVD Market Status……………………………….………………10
    2.1.3 Trend of Laboratory Automation…………………………………………11
    2.2 Market Segmentation………………..………………………...…………12
    2.2.1 Target Market…………………………………………..…………………12
    2.2.2 Segment Size………………………………………………………...……13
    2.3 Prospects………………………………………………….………………14
    2.3.1 Objectives…………………………………………………………………14
    2.3.2 Decision Making…………………………….……………………………15
    2.4 Competition………………………………………………….………...…16
    3 Marketing Strategy…………………………………………..……..……19
    3.1 Products / Services…………………………………..………………...…19
    3.1.1 Introduction of the Laboratory Workflow……...………………...………19
    3.1.2 Products/Service Details………………….………………………………21
    3.1.3 Value………………………………………………………………………26
    3.1.4 Brands……………………………………………………………….……27
    3.2 Pricing Strategy…………………………………………………………...28
    3.3 Distribution Strategy……………………………………………..…….…28
    3.4 Sales/Promotion Strategy…………………………………………………28
    3.5 Support…………………………………………………………...….……29
    4 Organization…………………………………………………………...…31
    4.1 Objectives………………………………………………………………...31
    4.2 Organization Factors……………………………………………………..31
    4.3 Personnel Plan for Laboratory Automation System Launch…………......32
    4.3.1 Marketing…………………………………………….…………………...32
    4.3.2 Business Development…………………………….……………………...33
    5 Financial Projection………………………………………………………34
    5.1 Marketing Expense………………………………………………………..34
    5.1.1 Year One Marketing Expense………………………………………......…34
    5.1.2 Year One Marketing Expense………………………………………..……36
    5.1.3 Five Year Marketing Expense………………………………………….…37
    5.2 Sales Expense………………………………………………………..……38
    5.2.1 Year One Sales Expense………………………………..…………………38
    5.2.2 Year Two Sales Expense…………………………………………….……39
    5.2.3 Five Year Sales Expense………………………………….…………....…40
    5.3 Sales Revenue………………………………………………….….…..….41
    5.3.1 Year One Sales Revenue…………………………………..……….…..…41
    5.3.2 Year Two Sales Revenue…………………………………..…………...…42
    5.3.3 Five Year sales Revenue………………………………….................……43
    6 Charts……………………………………………………………….……44
    6.1 Revenue per Sales Person, Year One………………………………….…44
    6.2 Revenue per Sales Person, Year Two……………………………….……44
    6.3 Revenue per Sales Person, Five Year……………………………….……45
    6.4 Revenue vs Marketing Expense…………………………………….……45
    6.5 Revenue vs Sales Expense………………………………………….……46
    6.6 Revenue vs Marketing & Sales Expense…………………………...……46
    7 Reference…………………………………………………………...……47
    Reference: 1. Reference.
    【1】 Hickey D. (2007). Full service diagnostics. The coming convergence of imaging, informatics and in vitro diagnostics. Executive War College; Miami, FL: May 10, 2007.
    【2】 American Society for Clinical Laboratory Science (2005). Value of clinical laboratory services in health care. Retrieved January 6, 2010, from the World Wide Web: http://www.ascls.org/position/ValueCLS.asp
    【3】 Lab Tests Online (2008). Where lab tests are performed: in a hospital. Retrieved January 6, 2010, from the World Wide Web: www.labtestsonline.org/lab/labtypes-4.html.
    【4】 Clearstate Pte. Ltd (2008). Gateway market tracker: The gateway database. Retrieved January 5, 2010, from the World Wide Web: http://clearstate.net/gateway/
    【5】 行政院衛生署 (民97年). 表62醫院醫檢人員數─按評鑑等級別及權屬別分. 民99年1月7日，取自： http://www.doh.gov.tw/CHT2006/DisplayStatisticFile.aspx?d=72418
    【6】 College of American Pathologists (2009). Accreditation and Laboratory Improvement. Retrieved January 5, 2010, from the World Wide Web: http://www.cap.org/apps/cap.portal?_nfpb=true&_pageLabel=accreditation
    【7】 行政院衛生署中央建康保險局 (2009). 維持健康保險財務平衡的支付制:您瞭解總額支付制度嗎? 民99年1月7日，取自：http://www.nhi.gov.tw/webdata/webdata.asp?menu=6&menu_id=168&webdata_id=1080&WD_ID=
    【8】 WASHINGTON G-2 REPORTS (2004). UBS Survey Says Beckman Leads in Automation. Diagnostic Testing & Technology Report. Retrieved January 6, 2010, from the World Wide Web: http://www.g2reports.com/issues/DTTR/2004_10/
    Description: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    94933009
    98
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094933009
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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