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題名 血糖監測系統上市計畫書
Business plan for launching a glucose monitoring system in Taiwan
作者 林公堯
Lin, Terry
貢獻者 吳文傑
Wu, Jack
林公堯
Lin, Terry
關鍵詞 血糖監測系統
日期 2008
上傳時間 14-九月-2009 09:50:09 (UTC+8)
摘要 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
參考文獻 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.)
描述 碩士
國立政治大學
國際經營管理碩士班(IMBA)
95933019
97
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0095933019
資料類型 thesis
dc.contributor.advisor 吳文傑zh_TW
dc.contributor.advisor Wu, Jacken_US
dc.contributor.author (作者) 林公堯zh_TW
dc.contributor.author (作者) Lin, Terryen_US
dc.creator (作者) 林公堯zh_TW
dc.creator (作者) Lin, Terryen_US
dc.date (日期) 2008en_US
dc.date.accessioned 14-九月-2009 09:50:09 (UTC+8)-
dc.date.available 14-九月-2009 09:50:09 (UTC+8)-
dc.date.issued (上傳時間) 14-九月-2009 09:50:09 (UTC+8)-
dc.identifier (其他 識別碼) G0095933019en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/31345-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理碩士班(IMBA)zh_TW
dc.description (描述) 95933019zh_TW
dc.description (描述) 97zh_TW
dc.description.abstract (摘要) 血糖監測系統上市計畫書zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.abstract (摘要) 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		-
dc.description.tableofcontents 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		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0095933019en_US
dc.subject (關鍵詞) 血糖監測系統zh_TW
dc.title (題名) 血糖監測系統上市計畫書zh_TW
dc.title (題名) Business plan for launching a glucose monitoring system in Taiwanen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) http://www.diabetes.org/ (American Diabetes Association)zh_TW
dc.relation.reference (參考文獻) http://www.diabeteseducator.org/ (American Association of Diabetes Educators)zh_TW
dc.relation.reference (參考文獻) http://www.tade.org.tw/ (Taiwan Association of Diabetes Educators)zh_TW
dc.relation.reference (參考文獻) http://www.lifescan.com/ (Lifescan Inc.)zh_TW
dc.relation.reference (參考文獻) http://www.accu-chek.com/ (Roche Accu-Chek website)zh_TW
dc.relation.reference (參考文獻) http://www.abbottdiabetescare.com/ (Abbott Diabetes Care website)zh_TW
dc.relation.reference (參考文獻) http://www.bayerdiabetes.com/ (Bayer Diabetes Care website)zh_TW
dc.relation.reference (參考文獻) http://www.taidoc.com.tw/ (Taidoc Inc.)zh_TW
dc.relation.reference (參考文獻) http://www.apexbio.com.tw/ (Apex Biotechnology Corp.)zh_TW
dc.relation.reference (參考文獻) http://www.wellcare.com.tw/ (Wellcare Health Care Supply Inc.)zh_TW
dc.relation.reference (參考文獻) http://www.medfirst.com.tw/ (Medfirst Health Care Service Inc.)zh_TW
dc.relation.reference (參考文獻) http://www.bhp.doh.gov.tw/ (Bureau of Health Promotion, Department of Health,R.O.C.)zh_TW
dc.relation.reference (參考文獻) http://www.doh.gov.tw/ (Department of Health, R.O.C.)zh_TW