A Study on the Co-opetition Strategies in the Self-paid HPV Vaccine Market in Taiwan
| Autor: | Shih-Li Su, 蘇十力 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Human Papillomavirus (HPV)-induced cervical cancer is the second most common cancer for women worldwide, and HPV is also the major cause of genital warts, anal and penile cancer. These diseases have brought a heavy burden to patients, families, and the society. MSD launched the first HPV vaccine, Gardasil, in 2006 and followed by GSK, which launched Cervarix in 2008. Despite these new launches, the overall HPV vaccine market in Taiwan had been declining from more than 300 million NTD in 2008 to 190 million in 2011. The purpose of the present study is to analyze the reasons underlying the market decline and explore the co-opetition strategy that could be undertaken by from the major players for sustainable operations. By taking qualitative, case-based approach, we attempt to submit workable strategic proposal with theoretical supports. First, we overlook the HPV vaccine market in Taiwan by using five-force framework and in-depth interviews. Analytical results show that the cut-throat competition of two major players, the market acceptance of vaccine products, the characteristics of vaccine products, and the tender system of government purchase on vaccine products are four major reasons which cause the market to shrink. Next, we analyzed the existing strategies of these two major players. It indicates that the problem of the shrinking market and declining profits cannot be resolved if companies continue to use current pricing strategies. As a result, taking the analytical concept of value net, we develop a set of co-opetition strategy with six elements: to cooperate with insurance companies, to develop the corporation benefits, to strengthen the attitude and adoption behavior of prevention healthcare, DTC and differential marketing strategy, to localize manufacturing alliance, and to cooperate with competitor. Finally, we provide several successful initiatives held in Hong Kong and Korea in order to build benchmarks for local companies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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