Market Entry Strategy for Biomedical Companies
Choosing the right market entry strategy for DePuy (a division of Johnson and Johnson)
Abhishaik Kumar Reddy
Student ID: 1453562
29 May, 2010
Word count 1520
University of Auckland
Table of Contents 1.0 Introduction1
2.0 Choosing the right market entry strategy 2
2.1 Background 2 2.2 Schools of Thoughts and Key Ideas 3 2.3 Implications for orthopedic medical device companies 4
2.3.1 Identifying a potential market to establish a subsidiary 5 2.4 Conclusion6
3.0 DePuy (a division of Johnson &Johnson)6 3.1 Current Impact6 3.2 Potential Impact7 3.3 Alternative strategic response:7
4.0 Recommended strategic responses7
5.0 Conclusion8
Bibliography 9
Appendix 10
1.0 Introduction:
This report gives an overview on the current global market scenario of orthopedic implants and the potential demand for artificial high flexion knee in the Indian market. It discusses approaches essential to identify a potential market and various strategies required in positioning a firm in targeted country. 2.0 Choosing the right market entry strategy:
2.1 Background:
Market entry strategy is one of the most important element included in the market plan, this often shapes the organizational structure and market positioning of the firm in the targeted country (Gurau, 2004).
Generally, the strategy that is best for a specific competitive situation can be found by analyzing the firm’s resources and expertise. The specific circumstances of the foreign business environment and the strategic objectives of the firm and various factors influencing aspects like profitability, market share and degree of operational control are also analyzed (Gurau, 2004). In general various classical market entry strategies followed by companies while entering foreign markets are exporting; licensing, franchising, wholly owned subsidiaries
Abhishaik Kumar Reddy
Student ID: 1453562
29 May, 2010
Word count 1520
University of Auckland
Table of Contents 1.0 Introduction1
2.0 Choosing the right market entry strategy 2
2.1 Background 2 2.2 Schools of Thoughts and Key Ideas 3 2.3 Implications for orthopedic medical device companies 4
2.3.1 Identifying a potential market to establish a subsidiary 5 2.4 Conclusion6
3.0 DePuy (a division of Johnson &Johnson)6 3.1 Current Impact6 3.2 Potential Impact7 3.3 Alternative strategic response:7
4.0 Recommended strategic responses7
5.0 Conclusion8
Bibliography 9
Appendix 10
1.0 Introduction:
This report gives an overview on the current global market scenario of orthopedic implants and the potential demand for artificial high flexion knee in the Indian market. It discusses approaches essential to identify a potential market and various strategies required in positioning a firm in targeted country. 2.0 Choosing the right market entry strategy:
2.1 Background:
Market entry strategy is one of the most important element included in the market plan, this often shapes the organizational structure and market positioning of the firm in the targeted country (Gurau, 2004).
Generally, the strategy that is best for a specific competitive situation can be found by analyzing the firm’s resources and expertise. The specific circumstances of the foreign business environment and the strategic objectives of the firm and various factors influencing aspects like profitability, market share and degree of operational control are also analyzed (Gurau, 2004). In general various classical market entry strategies followed by companies while entering foreign markets are exporting; licensing, franchising, wholly owned subsidiaries