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

• Main Authors: 鍾雯華, Chung, Wendy
• Language: 英文
• Published: 國立政治大學
• Subjects: 生殖醫學; FSH
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0097933002%22.

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