Endo Indonesia marketing strategy

ENDO INDONESIA

By Fajar A. Dzikrullah

PROBLEM

• Sales IDR 10 B/month

CHALENGE

• Sales year to date (22-10-13)

IDR 11.7 B

STRENGTHS• High-end Product, High Quality, Lots of Features

at Low Price• Trusted Manufacturer Warranty• Life Time After Sales Service• 1 year spare part and warranty• Product availability

WEAKNESSES• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Outside Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product

OPPORTUNITIES

• Huge Market• Growing Market• A lot of New, Untapped and Unknown Potential

Customers

THREAT

• Other Competitor

OLD STRATEGY

STRENGTHS WEAKNESSESOPPORTUNITY

• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product

2. PARTNERS1. BUSINESS AS USUAL

• High-end Product, High Quality, Lots of Features

at Low Price• Trusted Manufacturer Warranty• Life Time After Sales Service• 1 year spare part and warranty• Product availability

• Huge Market• Growing Market• A lot of New, Untapped and

Unknown Potential Customers

OUR PARTNER SHORTCOMING• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product

NEW STRATEGY

STRENGTHS WEAKNESSESOPPORTUNITY

• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product

2. PARTNERS1. BUSINESS AS USUAL

3. ALLIANCE

POTENTIAL ALLIANCE• DRUG MANUFACTURER PRINCIPAL• KALBE• SANBE• PHAROS• ETC

ALLIANCE STRENGTHS

• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product

WHAT WE HAVE TO OFFER TO OUR ALLY• A new GUN for their Marketing Troops:

A hi-tech, new and sophisticated medical gadget to grab their client attention

A new gun at 50% off

• Their brand/product names on our machine?• Their brand/product names on our machines print out?

POTENTIAL PRODUCT

• TONTARRA LAPAROSCOPY• CHISON i3• ANESTHESIA MACHINE• BENEVIEW T8• ECG PC BASED/ECG 3 CHANEL• ESU• FETAL MONITOR CADENCE II• MIR SPIRODOC• MINDRAY DP 10• VIDEOSCOPE