The Competition Analysis of Dental Implant Manufactured in Taiwan - A Case Study of Company A
|關鍵字:||醫療器材;基礎資源;商業模式;策略規劃;人工牙根;Medical Devices;Resource Based Theory;Strategic Planning;Dental Impant|
Abstract With the problem of low birth rate getting worse, it has been raised up to become the issue of homeland security in Taiwan and then it came with the serious problem of population aging causing by the postwar baby boom entering to the elderly population of which issue is not allowed to ignore. By the change of social structure, with the advancement of medical technology at present, it ensures the human life to sustain. How to maintain the life quality and the health of physiology and psychology is the critical foundation and demands of the development of medical devices. Missing teeth is relevantly influential to the physical health and the social life, although implant logy expenses are not reimbursed by any of health insurance; the majority of patients would accept it as the primary therapy by consideration of aesthetics, higher incomes and better education level. Due to the strong demands of implant ology therapy, it urges the market growth rate up to 2 digits every year and the analyst foresees the implant industry staying in a blue ocean in the next 5 to 10 years. This case study is mainly to investigate Company A on how they take good use of its strength and resources which have been accumulated by the 20-year-OEM experience in the Class III invasive endo surgical devices. They have been successfully developed implant system best fit for Asians’ Alveolar bones by means of its unique R&D capability under OBM strategy to penetrate the market. Most of medical device manufacturers in Taiwan produce low-mid end Class I or II medical devices with less value added benefit, however Company A analyzes and integrates it’s core competence and strength and determines to put in Class III products with higher complexity, risk and clinical demand as its branded product. In addition to internal factors, this case is to investigate how to create an innovative business model in response to the change of external environment. This thesis adopts Case Study for the research method through the direct observation and physical decision making by the author who is employed by Company A positioned as a senior Marketing and Sales Executive Manager. Under thorough research and investigation, hopefully it provides the decision making mode of value added, sizable marketed products and an innovative business model for those who would like to enter this field. Besides, this case provides a good reference of how to encounter high competition and threats coming from external environment by use of own superior resources. Keywords：Medical Devices, Resource Based Theory, Strategic Planning, Dental Implant.