Abstract In the course of human medical history, if there¡¦s a drug that encompasses historic position and future possibilities, it is without a doubt, the aspirin. In the past ten years, new researches related to aspirin developed and opened new area and usages for this wonder drug. Treatments for newly diagnosed disease are also being expanded with new aspirin researches. Usage of medicine against infection can be traced back to 1500. Ebers Papyrus suggested the practice of using dried leaves to treat rheumatism pains and fight against infection through the salicylic acid effect. Later, it was discovered that salicylic acid from the tree bark contains medical value. This was how salicylic acid was obtained until a German named Herman Klobe discovered attaining salicylic acid chemically. Salicylic acid can assist in resisting rheumatism, which was confirmed in a clinical research in 1876. In Germany, 1887, while working in Bayer¡¦s paramedical factory, Felix Hoffman wanted to improve the terrible smell of salicylic acid, so his father, with rheumatism can better take the medicine. He added Acteyl to salicylic acid, which produced acetylsalicylic acid. With animal research, Heinrich Dressler found that this drug has the function of relieving pain and rheumatism. He named this drug aspirin and introduced it to the mass market. The Aspirin as we know today was born. Due to a long history of aspirin use, it¡¦s confirmed that except high dosage uses on children or teenagers suffering from chicken-pox or the flu, aspirin is a safe drug for adults. Clinical tests in the medical field has proven using 100grams of aspirin daily can contain Thromboxane A2 It¡¦s concentration will not affect cyclo system Endothelin cell COX-1. It also does not have any anti-infection effect, so it is safe to take along with other anti-infection drugs, to safely prevent strokes and heart attacks. This research make use of the 4P analysis to do all-round analysis at Aspirin 100 primary prevention And use its framework to simulate the strategy Afterward it use new management though to simulate the strategy "the blue ocean strategy" the analysis tool and framework of Aspirin 100. This research hope the result can make.

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

This Diploma Thesis deals with problems of marketing strategy proposal for the company ZDT spol. s.r.o. – Agriculture and transport machinery Ltd. A marketing strategy proposal based on theoretical knowledge, analysis of the company’s current condition and questionnaire survey is introduced. This proposal should lead to strengthening our position on domestic market, gaining new market outlet and as a result of this to higher sales and profits.