| The EUKARE blood glucose meter is a blood glucose monitor that Apple Trade Group Inc. and Shenzhen Radiant Innovation Co., Ltd. plan to introduce to the US market. It is mainly used by diabetes patients to monitor their blood glucose levels at home. Shenzhen Radiant Innovation Co., Ltd. is a joint venture of Taiwan Wu-Ding group. It manufactures electronic blood glucose meters, electronic blood pressure monitors and other medical devices. The author of the thesis is an employee of Apple Trade Group Inc. and is in charge of the research, marketing and implementation of the project. Therefore, the author chose this project as her MBA thesis.The thesis consists of five chapters. The first chapter introduces the background, the research flow, the content and the significance of the project. The second chapter analyzes the internal and external environment of the project from different aspects, including the current US market, government policies, consumer needs, competition and the resources of Apple Trade Group Inc. and Shenzhen Radiant Innovation Co., Ltd. The results are summarized by SWOT tool. Based on the analysis, chapter three proposes the initial marketing strategies of the EUKARE blood glucose meter in the US market, including the selection and position of the target market and the strategies of basic competition. Then in chapter four, the author shows the initial marketing tactics such as products, prices, channels and promotion. It also discusses the possibility of establishing a customer tracking system. Finally, chapter five summarizes the key points of the thesis and discusses the outlook of further research.The research suggests that the initial target market of the EUKARE blood glucose meter is the diabetes patients of the low-income African Americans, Hispanic Americans and Asian Americans in the eastern region of the US. The product can be positioned as"reliable and inexpensive."Different sales strategies are proposed in the thesis."Cost Focus"is selected as the competition strategy. The product strategy is to make simple serialization products, through imitative innovation, to meet the needs of different customers in the target market. The price strategy is to quickly access and enter the target market using low prices and the price combination of meters and test strips. The channel strategy is to integrate the traditional retail/agent channel and modern direct marketing to effectively cover the target market. The promotion strategy involves the promotion to consumers and the promotion to distributors. The promotion to consumers combines the free trials, community social activities, old-for-new services and other strategies. The promotion to distributors includes the sales award, development assistance, business travel and tour. In addition, the thesis suggests establishing a suitable and powerful customer tracking system. This system will effectively manage the existing customers and develop new customers, thus supporting the long-term growth of the business.Because the project is in progress, the research and proposals in this thesis are the preliminary suggestions of the author. With the development of the project, the results of the research and proposals will be more intensified and detailed.The research and proposals in the thesis are useful and practical references for Apple Trade Group Inc. and Shenzhen Radiant Innovation Co., Ltd. to introduce the EUKARE blood glucose meter into the US market. It can also be a valuable reference for similar products to enter the US market. |
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