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Aikiriza Esther Mutabaruka 2012/HD06/527U Namungalu Laura Faith 2012/HD06/520U

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CASE STUDY INTERNATIONAL MEDICAL GROUP

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What is Industrial Marketing? Industrial Marketing is also known as businesses to business marketing. It is a branch of communication and sales that specialize in producing goods and services to other businesses rather individuals.

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Company Profile In 1996, Dr Ian Clarke set up International Medical centre as a small clinic which has grown into the Organisation International Medical Group. This has International Hospital Kampala, International Medical Centre's which is a network of 17 Clinics throught Uganda and 1 in Juba, IMF an NGO, IHS university, IMG pharmaceutical,IAA healthcare & IDC mainly dealing in Health Care.

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VISION AND MISSION Vision Health Care that meets international standards Our Mission We are committed to improving standards of Health care in Uganda through innovation, applied research, education and community-based services.

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Need for Industrial Marketing It is not easy for a business to sell goods and services to another business that is why there is need to develop special marketing divisions example IAA healthcare marketing for IMG. Service providers also expand to industrial clients to take advantage of more lucrative contracts.

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Main features of the B2B selling process are: Marketing is one-to-one in nature. It is relatively easy for the seller to identify a prospective customer and build a face-to-face relationship. Highly professional and trained people in buying processes are involved. In many cases, two or three decision makers must approve a purchase plan. Often the buying or selling process is complex, and includes many stages (for example, request for proposal, request for tender, selection process, awarding of tender, contract negotiations, and signing of final contract). Selling activities involve long processes of prospecting, qualifying, wooing, making presentations, preparing tenders, developing strategies, and contract negotiations.

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Industrial Marketing Strategies Industrial marketing is an intricate process that occurs at many stages. It can involve a wide variety of marketing strategies, such as: Informational websites with language directed at other businesses Personalized presentations to the management staff of potential clients Product samples to demonstrate confidence in the quality of the product Online videos displaying products and sales staff

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Industrial Marketing Process Identify potential clients Producer or service provider tailors their introduction through face to face networking, online presence (use of websites) Personalised meetings and presentations Constant communication with clients through phone calls or e-mails to nurture relationship After signing of contract, one maintains a good working relationship

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Assessing Market opportunities in industrial Marketing Carry out research i.e. procure & analyze data from external and internal sources to assess market opportunities. Use the data to Analyze market share Market potential for new products as well as existing products

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Market Assessment Industry Factors Market Size Growth Rate Product Life Cycle Price/Performance (Value) Relationship Industry Trends that will effect our target application. Key Players

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Structure and Attractiveness Barriers to entry Threat of new entrants Bargaining power of buyers Bargaining power of suppliers

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Environmental Factors Governmental Regulatory (Agency)UL, CSA, IEC Social Technology International Standards ISO Recycling

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Assessing market Opportunities in Industrial Marketing Contd Determine market characteristics Analyze past sales Develop sales forecast

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Opportunities Among the pioneers in providing Health insurance to Ugandans There are very few Health Insurance providers They have a big hospital and 17 clinics spread throught the country The government policy of promoting Health insurance policies The quality care, patient safety and customer satisfaction. A well qualified and experienced marketing team

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Competitor Analysis Specific to Target Market Primary Competitors Material and supplier share analysis Resource Focus and Commitment View of market Response to competitive inroads

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Marketing Communications Target Audience -Buying Influencers Message by influencer Media Selection Form Internet Direct Sales

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Observation According to IAA healthcare manager Herbert Mukoza most of the clients are on health insurance paid by the companies they work for They also receive clients with complicated ailments that cannot be handled in small clinics IAA-Resolution health Partnership has increased the scope and depth of IAA medical cover encompassing EA region A complete International Diagnostic Centre, the first of its kind in Uganda

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Financial Considerations Product/Technology Development Intellectual Property Manufacturing/distribution Market Development Product Introduction Commercialization

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Recommendations Need to educate people on the advantages of Health Insurance and how it works Need to come up with well designed information websites about their products Make tailor made packages that suite each individual KYC Get a proper system of handling feedback from customers

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Recommendation Actions to develop the product further. Actions to develop the market Action Plan with timetables and objectives for each step

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References MARKETING INDUSTRIAL PROJECT-RELATED SERVICES INTERNATIONALLY: A MULTI- LINGUAL LITERATURE REVIEW Type: Chapter Item Author(s): Maria Anne Skaates, Bernard Cova Source: Advances in International Marketing, Volume: 15, 2005Aaker, D. A., McLoughlin, D. (2010). Strategic Market Management Global Perspectives. West Sussex: John Wiley & Sons Ltd.Advances in International MarketingVolume: 15 ^"Market Analysis". NeMBA. Retrieved 3 August 2012"Market Analysis" Clements L W (2001), MLM-Statistics-To Help you Better Understand the Network Marketing Industry, Network Press. Clothier P (1997), Multi-level Marketing: A Practical Guide to Successful Network Marketing, Kogan Page, 2nd Edition, USA..Coughlan A T and Grayson K (1998), Network Marketing Organisations: Compensation Plans, Retail Network Growth, and Profitability, International Journal of Research in Marketing, Vol. 15, pp. 401- 426. Dykema R (1999), Multilevel Marketing (MLM): True Opportunity or False Promises? A Conversation with Robert Fitzpatrick, Colorados Holistic Journal (January/February), pp. 13-17.