| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 91 === Abstract
The biotechnology industry is an industry that uses applied science and bioengineering to employ living organisms or parts of organisms to make or modify products. Although there are many websites, databases, and research instruments focused on this field, the information given is still incomplete.
Therefore, in this research report we will find that Taiwan’s Biotechnology Industry has certain characteristics: it is going through its developing period, it has long research & development cycles, faces many government rules and regulations, has a complex value chain, is technique intensive, innovation oriented, has low energy dependence, high add-value, etc.
After analyzing the literature and data from the case company, the results of the research indicate that:
1. Product: There is high threat from substitutes, so the case company should emphasize its differences from other products, make product level enlargements, create more extensions to their products, recheck its product positioning in the market to reduce threat.
2. Price: The case company should refer to the market price when deciding on a product price; they should take a more active approach in their pricing strategy. Moreover, they should take into consideration the whole operation system when deciding on a price by evaluating each product’s break-even-point.
3. Place: The case company uses traditional methods of transporting its products, so it should enlarge its logistic channels, to make the products more popular and easier to buy. They should use a vertical marketing system to reduce the relocation of resources, and reinforce the sales techniques of its salesmen.
4.Promotion: The case company uses direct marketing so they know their customers’ needs, but they have limited customer resources. The company should increase its product publicity, and improve its promotion strategy and public relationship to draw in more potential customers.
Key words: Biotechnology Industry; marketing theory; five force analysis;4P analysis
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