Research on Global Configuration Strategy of the Cardiac Catheters Firm in Taiwan
Date Issued
2007
Date
2007
Author(s)
Lin, Kenneth C. L.
DOI
zh-TW
Abstract
The research and development of cardiac catheters is catching the spotlight of current global medical device industry. Given the huge growing business opportunity of global cardiac catheters market, there does remain great room for Taiwan to explore the market potential.
Context of the thesis centers on the research of entrance barrier of cardiac catheters industry regulations, the value-chain model of cardiac catheter products, comparison of value-chain models between the case company and mainstream/ non-mainstream competitors, SWOT analysis of case company and the case company’s globalization strategy. It hopes to construct out a feasibal globalization strategy eventually for the case campany.
This research discovers that medical device industry is highly regulation oriented. Each stage of the product life cycle is subject to relevant strict regulations which make the industry characteristics particularly different from other ones. The value chain analysis of cardiac catheters industry shows that clinical trial and pre-market review pose to be two quite important links. Compared with non-mainstream competitors, the case company has overwhelming competitive advantages except in pricing. Whereas in comparison with mainstream competitors, the case company performs especially well in manufacturing KPI thanks to better evaluation results in customerization and delivery. The case company’s competition edges in customerization and delivery provide it with good opportunity to quickly penetrate the emerging markets. Globalization strastegy of the case company is similar to mainstream competitors, i.e., international strategy which management of main value-chain activities like R&D, manufacturing, global marketing and branding are centralized and highly controlled at parent company’s headquarters. While partial transnational strategy is also adopted in its manufacturing value-chain activity, the case company has demonstrated much higher flexibility in market participation strategy compared to mainstream competitors.
Having built up strong brand name and good reputation in emerging markets, the case company finds it easier to make brand extention and shorten time-to-market in the regions. Furthermore continuous visitings paid to distributors, agents and dealers in each local country market provide the case company with in-depth information about establishment and operation of its global distribution channels. This in turn leads to efficient integration of resources and strategies between the case company and its cooperative partners and creates great synergy beyond imagination.
Subjects
全球化
策略
心導管
醫療器材
價值鏈
SWOT分析
Globalization
Strategy
Cardiac catheter
Medical device
Value chain
SWOT analysis
Type
other
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