Title page for etd-0627115-152424


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URN etd-0627115-152424
Author Meng-Huan Chiu
Author's Email Address No Public.
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Department EMBA
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Strategic Positioning of Pharmaceutical Company in the Anti-Hyperlipoproteinemic Drugs Market
Date of Defense 2015-05-11
Page Count 63
Keyword
  • SWOT analysis
  • five forces analysis
  • hyperlipidemia drugs
  • strategic positioning
  • Abstract With the booming economy of Taiwan society, per capita income of people has increased, the material standard of living improved. People tend refined eating habits, mostly food intake with high sugar, high fat and high-cholesterol foods. When the 76th year of the Republic Era, the average daily per capita fat supplies surged five times than the 39th years of the Republic Era, sucrose as 2.65 times, 2 times the protein, the heat is 1.46 times; and fat percentage of total calorie intake from the 39th year of the Republic Era to the 69th year of Republic Era, the proportion of 15% had raised to 30%, and the 83th year of Republic Era was 34.5%,it was far more than the Health Promotion Administration, Ministry of Health and Welfare recommended 30% limit. Studies have shown that triglyceride and total cholesterol and coronary heart disease are closely related, high triglycerides are an independent risk factor for coronary heart disease was identified; and by the chronic diseases and high cholesterol which has a very close relationship, which is the formation of various drugs Suppliers want fighting over this market. If there is no clear strategic positioning company, it cannot be bound to stand out in strong competitive pressure in the market.
    This case study company, the use of case studies and interviews, with related policy issues - five forces analysis, SWOT analysis and strategic positioning, to analyze the cases when a company making a series of marketing activities, whether the difference with other competitors, and to further explore how the case company's internal and external resources and from interviews, make a valuable planning and comprehensive strategy to compete positioning from.
    This study found that the various pharmaceutical marketing activity is not much difference, however, came in the strategic positioning of using SWOT tool to collect information in order to bring a competitive advantage for the case company; on the other hand, marketing personnel information obtained from a physician who can be used in the company's SWOT analysis, and finally clarify the strategic positioning itself.
    Advisory Committee
  • Tsai, Hsien-tang - chair
  • Chao-Cheng Chung - co-chair
  • Cher -Min Fong - advisor
  • Zhi-Hong Zeng - advisor
  • Files
  • etd-0627115-152424.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2015-07-27

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