Medical Equipments in France

8/9/2019 Medical Equipments in France

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Mission

Marketing in a CrossCultural Context

International Expansion of NormandieEndo Technology

Presented By:Damien ALCAINA, Amardeep SINGH, Anne-Sophie TEXIER


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Contents

Introduction

Market Research

Marketing Strategy

Marketing Mix

Recommendations Conclusion


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Introduction

THE COMPANY:

Medical devices Exists in several European

Countries

Dominant Cleaning devices

THE PRODUCTS COMPETITION:

Gastroenterology: +++ Proctology: +Cleaning Devices: -

Niche marketHighest revenues

OUR MISSION:New Foreign Markets Expansion

Product promotion

Medica 2010


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Marketing Research

SWOT

PORTER

PEST

Country Selection

Mode of Entry


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SWOT

Strengths- Made in France

- Leader on the French Market

- Innovative product

- Production quality monitoring

Weaknesses- Sullied reputation after the purchasing of OdonTechnology

- Easily copy able products (no patented)

- Lack of staff (sales force)

- Lack of innovation

- Stock management

Opportunity- Growth markets in Europe and USA

- Sales force

- Ageing population

- Niche market with limited competitors

- Web site visibility

Threats- Strong competition from Organized players

(Pentax, Olympus,)- Govt. health care participation falling

- Dependence on suppliers

- Environmental issues (single use plastic)

- Compatibility of international technicalstandards


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PORTER Five Forces

0

1

2

3

4

5

Bargaining power of

Customers

Competitive rivalry

within an industry

Threat of new entrantsThreat of substitute

products

Bargaining power of

suppliers


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PEST Analysis

Political Stability European guideline

93/42/EEC aboutmedical devices

Technological Full equiped in new

technology Research programms

Economical Rich and stable

economies

Medical devices marketin growth for the future

Social

High quality health caresystem

Ageing population


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Country Selection

Macro Level research :

Population Potential number of endoscopies (Comparison with France ratio)

Size of the market :Medical devices

Life expectancy

Health expenditure per capita


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Mode of Entry

Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

Export

Motive

Geographica

lly suitablemarkets

Long term

profitsMarketexpansion

North

Americasales growth

African

and otheremergingmarkets

Consolida-

tion

MarketSelection

Italy, Spain,Netherlands

Austria,Sweden

Canada, USA Maghreb Global

Entry Mode Distributors(Italy: salesrep)

LocalDistributors

Exclusivesalesrepresentative

Local Offices Diversifica-tion ofproduction


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Marketing Strategy

Segmentation

Positioning

Short termObjectives

Long term Objectives


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Segmentation & Positioning

SEGMENTATION :

y 5 countries

y Distributors

y End users: Clinics, hospitals,

POSI

TI

ONNI

NGy Cost efficiency

y Fast-cleaning

y Highly valuable product (safer

product)

Production

LocalDistributors

GPO

End Users

Procurement Department of

health centers

Or


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Marketing Mix

Product

Price

Place

Promotion


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Product

Company Website

Packaging: optimize efficiency Metal notch to support the Product box

Replace notice with stickers behind the box

Language adaption

Made in France


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Price

237,5

37,5

250

50

250

80

0

50

100

150

200

250

Option 1 Option 2 Option 3

NET

Dealer

40 0

35 0

37 0

167,50

25 0

30 0

35 0

0

5 0

1 0 0

1 5 0

2 0 0

2 5 0

3 0 0

3 5 0

4 0 0

4 5 0

D C Co s t D C Se l l i n g Pr i ce N E T Br us he s A Br us he s B Br us he s

25 0

167,50

37 0

35 0

40 0

30 0

35 0

0

5 0

1 0 0

1 5 0

2 0 0

2 5 0

3 0 0

3 5 0

4 0 0

4 5 0

D C Co s t D C Se l l i n g Pr i ce N E T Br us he s A Br us he s B Br us he s

O p t i o n 1

O p t i o n 2

O p t i o n 3

3 PRICING STRATEGIES:

Same Price

High Price: Revenue Sharing Higher Price: Dealer Incentive


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Place

Distributors channel in the5 countries

Experience and goodrelationship with present

partners

Financial and stafflimitations

Expertise of localdistributors knowing themarket


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Promotion

VALUE ADDITION- No damage toEndoscope

- Ergonomicallydesigned

PRODUCTEFFICIENCY

- 94% residualremoved in one go

- Single passagecleaning

COST EFFICIENCY- Very Economical

- Saves process time


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Recommendations

Communication

Product

Pricing Strategy

Market Selection

Administration


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Conclusion

Potential toInternationalize

Competition & Productpatents

Efficient communication-Key to success

Presence at Medica2010


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Questions ?


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PEST Analysis5 countries


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PEST Italy

PoliticalDifference in Powers at National, Regional and Local Levels

Corruption

Ranked second best healthcare system in the wordby the World Health Organization

Foreign companies are charged on the turnovermade in Italy

Convention for the Avoidance of Double Taxation

between France andI

taly

TechnologicalReinforcement of the scientifical base of thecountry

Large industrial research programms

Public-private sector partnership in the researchprogramms : Objetive of 2,5% of the GDP in 2010

EconomicalPublic debt : 105,8% of GDP, Growth rate -1%

Small Business based economy

GDP forecasting of 3% per year for the mdicaldevices market until 2013

Valuation of the market in value in 2013 : 11billions dollars

Strong rgional contrasts between the north and

south of the country

SocialAgeing population, Population of 70-74 years old isSuperior than 0-4 years old

Demographic Growth rate : 0,04 %Public service : tradition

Prevention policies in the healthcare area

Good awareness of people to health

Source: Datamonitor, Country Analysis Report, May 2009


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PEST Spain

PoliticalUniversal Healthcare system : For all catgories ofpeople (spanish, aliens, tourists, illgal immigrants)

Ranked 7 best healthcare system of the world by theWord Health Organization

Decentralised healthcare system : 3 levels (National :Health Minitry, Autonom communities, local)

European guideline 93/42/EEC about medical devices

Convention for the Avoidance of Double Taxation

between France and Spain

TechnologicalSpain spends 1% of its GDP in searching anddveloppement (France : 2,13%) ; Objective is

2% by 2010

INGENIO 2010 programm : Policies in terms ofsearching in the private sector.

Private-public sector partnership

EconomicalGrowth : 0,9 % (2008)

Public debt : 40,7% of GDP (2008)

Inflation : 4,1 % (2008)

The Dutch banking sector experienced a turbulentyear in 2008

GDP forecasting of 2,1% per year for the mdicaldevices market until 2013

SocialAgeing population : 18 % of population is aged bymore than 65 years

Spain spent 7,9% of GDP for its healthcare system.European average is 9% :

The objective for 2009-2010 is 8,1%

Good awareness of the population to health issues



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PEST Austria

PoliticalStable macroeconomic policies - Successfulexecution of pension and healthcare reforms

Long-term financial sustainability of the pensionsystem

Austrias improving trade relations with the EUs

Reduced financial disincentives for people whocontinue to work at an older age than usual.

ESI= Rank 10, Parliamentary democracy, 62%Austrians lack confidence in EU

TechnologicalR&D = 2.45% of its GDP, to be upped to 3% in 2010

46.7% R&D by Private Enterprises, 37.4% by ForeignSupport

Austria attracts foreign investors with its lowcorporate tax rate

Robust manufacturing sector

98% Austrian Companies use the internet.

EconomicalStrong Employment Growth, Deficit down to 0.4%of GDP

Top three importers: Germany ,45.5%, Italy7.1%;Switzerland5%

Top three Export partners: Germany, 29.8%; Italy8.8%; US4.9%

Medical healthcare is under the state control, GovtRevenues up 7.1% in 2006-07

SocialHigh quality of Life, Low unemployment

Population aged over 65 to double by 2050

Major medical events, over 264 hospitals

Healthcare expenditure $3763 Per Capita



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PEST Netherlands

PoliticalDisagreement amongst coalition partners

Positive Government policies on social welfare

Free-market system for the last two decades

increased level of terrorist threat

Decreased public spending in the face of an economic

slowdown

TechnologicalThe Netherlands in general has a high innovationcapability

Netherlands has attained a highly moderntelecommunications backbone

The Entrepreneurial class has not shown bigachievements

EconomicalBy the end of 2008, the Dutch economy hadentered recession

Presence of strong export, tourism, constructionand logistics sectors in the country

Governments stimulus package

The Dutch banking sector experienced a turbulentyear in 2008

The employment situation is expected to worsen in2009

SocialMost generous countries in terms of coverage andbenefit levels to the disabled and senior citizens in

the entire EU (1 Million get benefits)Population aged 65 or over will rise from 14.4% to16.2%

Working on Care. Under this initiative, thegovernment plans to increase job opportunities inthe healthcare and social welfare markets.

Healthcare expenditure was 9.9% of GDP



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PEST Sweden

PoliticalDemocracy with a Stable Govt.

Reduction of the populations dependence onsocial benefits

Corporate tax rate has been reduced from 28% to26.3% in 2009

To spend $3.6 billion to boost employment

Awaiting Pension and Retirement reforms

TechnologicalPrivate Sector responsible for 70% R&D andinnovation

Vey High internet and mobile penetration

Highly developed technology intensive industry

The Swedish government plans to be a completelyoil-free economy by 2020,

EconomicalEconomy Substantially affected by recession of2008

Govt. finances healthy, budget surplus 2.8%

Openness to foreign Investments

High Corporate tax rates

Cuts in employers' social security contribution

SocialHDI= 6th on 177 countries

Model universal social security system

Life Expectancy 80.7 Years, positive social climatefor women

Healthcare expenditure $3289 Per Capita

80% of the workforce belong to labour unions


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Medical Equipments in France

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