A Study on Channel Management Strategy of Medical Device Industry- A Case Study of Company A.

• Main Author: 蔡婷婷
• Other Authors: Chen, An-Pin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8cr7q7

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 106 === The medical device industry is an industry with a wide variety and wide range of products to offer. Since medical device products need to be in direct contact with human body, they are subject to stringent medical regulations and policies in terms of safety and efficacy. Before made available for commercial sales, medical device products need to be certified or locally licensed. Sometimes even a clinical trial is needed. In response to the diversity of market situation and market needs, many international brands choose indirect selling instead of direct selling as part of their go-to-market business model. This kind of business model not only generates a relationship between foreign manufacturer and distributor in managing inventory, logistics and after sales service, but also shapes a collaborative environment for both parties to work on branding, marketing and international academic exchange. Both foreign manufactures and local distributors have their own resources and constraints. In the face of the competitive environment of the market, it is critical for foreign manufacturers to partner with local distributors in developing timely and effective marketing strategies. Foreign manufactures should be able to offer more support to distributors not only on new product launches, exchange of academic resource and key account management, but also in the field of product and selling skills training to the sales force of distributors, inventory management and even financial result analysis. In cooperation with the local distributors, foreign manufactures are able to understand the market better, develop in-depth relationship with customers and actively execute on the go-to-market strategy. The collaboration between the two parties are believed to improve management performance as well as increase market share of the brand. This research paper has studied company A and explored how foreign manufacturer develop a relationship with local distributor beyond mere supply chain and how they embrace each other as business partners. This paper also discusses how foreign manufacturer can support local distributors both internally and externally through this partnership as well as how local distributors are willing to provide company and market insights to help foreign manufacturer reshape their marketing strategies and jointly manage the market to achieve a win-win situation. It is hoped that this study will help foreign manufacturer in developing an effective channel management strategy.