| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 101 === Biotechnology is the “star industry” in 21st century. And Bio-pharmaceutical is one of the most important programs that developed countries have put a lot of effort into it. Taiwanese government has been implementing “Diamond action plan” presently to improve Taiwan competitiveness in global market.
Along with the change of human’s lifestyle and diet habits, some diseases of civilization such as cardiopathy, hypertension, apoplexy occurred and were regarded as serious diseases. According to the report from Development Center for Biotechnology in 2011, cardiovascular drugs (Antidyslipidemics, Antihypertensives, and thrombosis drugs) were ranked in global Top 20 drugs and Pfizer’s Lipitor was no. 1. Nearly 20 million American had Antilipidemic drugs regularly.
In this study, we used analytical methods to conduct a case study of Company C who has produced Antidyslipidemics as API manufacturer in Taiwan. In recent years, although the sales of this company has gradually increased and matured, it still has to face enormous pressure due to the changing circumstances in the industry and numerous competitors in global market.
This study firstly examines and arranges the relevant literature of strategy, of pharmaceutical industry, and market situation as secondary data. The framework of this study is by using Michael Porter’s diamond model to analyze the industry, STP (Segment, Target and Position) strategies and Ansoff Matrix to develop the marketing strategy for Antidyslipidemics of the case company. Via realizing the internal and external environment of the company, it is helpful to find out the competitive edge of the case company. Then this study explored the strength, weakness, and future management strategies of the company, so as to furnish the companies and academics with resource materials.
After case study analysis, the successful key factors of the case company are：Unique synthesis & biotech technology； Strong R&D team for CRO (Contract Research Organization)；Over 10 years of cGMP manufacturing experience；Passed the inspections by the authorities of US, EU, and Japan and ect.；A branded API manufacturer in Taiwan；The marketing network throughout US, EU, Japan and other countries. However, the difficulties of current tactics are：Insufficient production capacity and space；High quality but high production costs；Insufficient profit-making ability.
From research aimed at Company C, we have gleaned six suggestions for functional improvement：（1）Program the GMP inspections for all products；（2）Implement economies of scale on schedule；（3）Strategic alliance to enhance R&D technology；（4） Focus on high-tech and small batch size manufacturing processes for new drugs to become the distinguishing feature；（5）Specialize in Paragraph IV market to strive for high-profit margin；（6） Build good relationship with the customers.
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