醫療保健產業之消費品事業拆分策略分析—以嬌生集團為例

Abstract

近年來醫療保健產業及快速消費品產業皆愈發競爭，而產業內許多醫療保健集團之消費保健品事業體開始拆分為獨立分公司，本研究將以嬌生集團為研究對象，旨在透過深入研究嬌生集團拆分消費品事業為獨立公司 KENVUE 之拆分策略，了解其運籌邏輯，並探討醫療保健業拆分消費品部門之策略意涵。

首先將通過產業分析工具（如：五力分析）分析醫療保健業及快速消費品產業，掌握產業之競爭趨勢，進一步頗析醫療保健集團之消費品事業面臨的挑戰與機會，並聚焦在個案研究對象嬌生集團與 KENVUE ，分析其拆分策略。接著針對拆分後之 KENVUE 公司可能面臨之策略議題包含「品牌經營之挑戰與機會」與「組織變革及企業文化落實子公司之挑戰」分析並提出行動建議。最後，本研究根據研究發現與結論，結合產業及市場趨勢，給予 KENVUE 未來發展的建議。

In recent years, the healthcare and fast-moving consumer goods industries have become increasingly competitive. Many multinational healthcare enterprise groups have begun to spin off their consumer healthcare businesses into independent subsidiaries. This study will focus on the Johnson & Johnson Group, aiming to understand the logic and rationale behind its decision to spin off its consumer healthcare business into an independent company, KENVUE. It will also explore the strategic implications of the healthcare industry's decision to separate its consumer health business. The study will begin by analyzing the healthcare and fast-moving consumer goods industries using industry analysis tools such as Porter's Five Forces analysis to understand industry trends and further analyze the challenges and opportunities faced by healthcare enterprise groups. The study will then focus on Johnson & Johnson and KENVUE to analyze their spin-off strategy. Next, the study will analyze the strategic issues that KENVUE may face after separation, including challenges and opportunities in brand management and the implementation of corporate culture and organizational change in the subsidiary. The study will conclude by offering recommendations for KENVUE's future development based on research findings, conclusions, and industry and market trends.