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Hydra Diets Case Study

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Hydra Diets Case Study
Country Attractiveness Portfolio & CAGE Analysis for Hydra Diets

CAGE Part 1
Prepared by:
Wilson Yuen
INBS 561
April 11, 2014
Section 1: CAP
I am consulting on behalf of Hydra Diets, a dietary supplements company based in North New Jersey, United States. They are considering to expand their operations to one of these two countries, France and Hungary.
Demographics
Market
Country Name
Population (Millions)
Population that is overweight and obese (Millions)
Sales ($ M USD)
France
65.80
25.14
379
Hungary
9.94
5.03
20
(CIA, 2013) (WHO, 2013) (World Population Statistics, 2013)

For the y-axis, I have decided to use the cross section of the population that is obese and overweight. This was …show more content…
This is usually heavily regulated by the government. If there are more OTC products on the market, then people will have more access to medicines and dietary supplements that do not require a doctor’s prescription. Complemented with a population’s views on self-medication, high access should increase market attractiveness for producers like Hydra Diets. In France, there is a push for increase in generics and self-medication from the French national health insurance agency, Ameli. This could create a renewed incentive from pharmaceutical companies to push out cheaper non-prescription drugs for the masses. French pharmacies have begun to lobby for consumer health in the government to remain competitive in the market. (EM Int’l, 2013) In Hungary, OTC drugs are determined by the open market. Dietary supplements are widely available, but Hungarians usually like to consult pharmacists before they buy. (EM Int’l, 2013) According to the Consumer Healthcare Products Association, OTC medicines are valuable due to the shortage of primary care physicians in the United States. Drug cost savings alone have saved the U.S. healthcare system about $25 billion. (CHPA and Booz and Co., 2012, Page 7) Therefore, in comparison to the United States, the Hungarian government is allowing quite free access to OTC products, more so than their French counterpart. However, they are both moving the right direction in regards to
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