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INTERNATIONAL BUSINESS PROJECT
Medical Mobility Equipments
SUBMITTED BY
BENSON JOSY-Manager Operations-10189615FEBIN RAJU-Manger Marketing And Sales10189410
REKHA NAIR-Manager-R&D-10189160RAASHI KAUSHAL-Manager-HR10189145
SHUBHA RAJU-Manager – Finance 10189790
MEDI CARE MOVABLES PRIVATE LIMITED
Agenda
Corporate StrategyMarketing Plan and External AnalysisOur Product –Feniks Wheel Bed & Wheelchair Strategic Analysis-Internal and ExternalMarketing StrategyOperations PlanMarketing ResearchRisk Reductions StrategiesFinancial PlanAsk and Offer
MEDI CARE MOVABLES PRIVATE LIMITEDMedical Mobility Equipments-“We Care at Your Comfort”
Kesvanahalli, off Sarjapur Road, Bangalore – 560037Tel-080-35367560, 35367561, 9036735895
Vision
Mission
Products
We want to become an international company and to reach and care
1milloin disabled people within 5 years.
Our mission is to care the disabled with international standard movable
equipment but of low cost. We are committing ourselves to sense the
feeling of disabled people.
Medical Mobility Equipments-Feniks-Wheel Bed Feniks-Wheelchair
Management Competency
Benson Josy- Competency in Organizing and coordinating
Febin Raju- Understanding of Market and analytical ability
Rekha Nair- Innovative and creative
Raashi Kaushal- Relationship building & networking
Shubha Raju- Forecasting and analytical ability
Marketing Plan & External Analysis
2010-2011 full exemption on all medical equipments and reduced 7.5% of import duty Increase in aged citizen , desire to lead an active lifestyle There is a Patent Act to support Pharmaceutical Industry Second largest in population and workforce
Key Drivers Of Change
Stability of government is high
43rd position in FDI stock
Labor force put Indonesia on 5th position worldwide
GDP is increasing rapidly from last few years, 2009 - 4.5 and 6.1 Percent in 2008
Low Government participation in health industry and higher presence of privet players FDI invitation by government in the Medical and pharma industry The country exempted import tax duty on technical products and its raw material
Our Product –Feniks Wheel Bed & Wheelchair Wheel chair Wheel bed
Adjustable hand rest Wheel chair as well as bed
facility
Foot rest Toilet cover
Foldable Bucket seat with seat belts
Head rest Adjustable head rest and foot
rest
Square shaped Steel Frame Writing Pad
One year Free service Storage cover
Call alarm
Rear wheel drive
Square shaped steel Frame
One year free service
Marketing Plan & External Analysis
Market Size And Growth
•Medical equipment industry is USD4.5 million
•By 2012 it will increase to USD7 million
•Market is unorganized (10%)
•Old age-5.3% of total Population
•In 2009Paralyzed 63449 and injured 496481
•6,105,477 of the total population is disabled
Competitor Analysis
• Ostrich Mobility- Strong Presence in South
India with Electronic Wheelchairs - Well
established Distribution
• Callidai- A wide range of products in Medical
equipment and Surgical
• Narnag – Market Leader in Maharashtra and
adjacent states
• Surgitech Dealing with imported equipments
from US and Korea Substitutes and Alternatives
• The patients can choose to be in comfortable bed and
can use normal wheelchairs
•Can prefer walking aids like walker’s and walking
sticks
•Can satisfy the need of mobility through vehicles like
cars and customized bikes for disabled.
27%
25%22%
11%
15%
Market Share Of Competitors
OstrichCallidaiNarnagSurgitechOthers
Marketing Plan & External Analysis
Price
Quality
LogisticsFeatures
Product Variety
0
5
10
Radar Plotting
MedicareOstrichCallidai
Five Force Analysis
Expand our product line to corporate office movable equipments
Web site based distribution system for more customization and reduction in intermediary cost
Global Expansion by entering into neighboring countries
Alternative Business Models
Strengths – S1) Strategic alliance with Ostrich2)Extensive distribution with help of ostrich3) Strong R and D department in connection with ostrich4) Low price5) 4 in one feature6) Innovative product7) Made in accordance with Indian standards8) Good financial position
Weaknesses – W
1) Inexperience2) Unknown brand name3) 10 days lead time4) No prior relation with the distributors
Opportunities – O
1) Increase in demand due to increase in number of road accidents, old aged people and paralyzed people.
2) Government allotment of 22000 crores to the medical equipment industry shows the growth of medical industry
3) Growing industry at an average of 7%4) Indian markets are untapped by quality
wheel chairs5) Possibility of backward and forward
integration
SO Strategies
S4,S5,S6,S7 Tries to take advantage of O1 and O4 S2 and S8 tries to take advantage of O3
WO Strategies
O4 can be used to overcome W205 can be used to overcome W3 and W4
Threats ----T1) Threat of new entrants from china which
are much cheaper than ours2) Intense competition
S3,S4,S5,S6 tries to overcome T2S4,S5,S7 tries to overcome T1
Bench mark with competitors Tries to reduce W1 and T1Tries to reduce W2, W4 along with T2
Marketing Plan & External Analysis
TWOS
Marketing StrategiesMarketing Mix
Pricing Competitor based pricing- value based pricing methodWheelbed-45000Wheelchair- 4500
Place Extensive distributions through reputed Medical equipment dealers like –Sothern India Surgicals, Bangalore Surgicals… •Association with Ostrich mobility.
Promotion Trade shows and exhibition, Internet, word of mouth, sales promotion Pamphlet and Posters in Hospitals and Medical stores
Distribution Strategy
Marketing StrategiesSegmentation –Targeting –
Positioning Segmentation Segmented to the
upper middle class and middle class. E.g. Working class people (for their aged parents)
Targeting Targeted to Single Market of Disabled through B2B- Hospitals and old age Homes B2C- Bedridden disabled and aged parents
Positioning Price, Features, Comfort, Independent
FAB Analysis
Features Advantages Benefits
Wheel chair as well as bed facility
High battery life High quality product affordable product
Foldable Multipurpose utility as a wheel chair and a wheel bed
Easy to carry
Bucket seat with seat belts
Option for customization
It can be used in inside and outside the premises
Adjustable head rest and foot rest
Rear wheel drive Ensuring security
Writing Pad Adjustable Toilet cover
Prompt after sale services
Storage space Call alarm One year free service
Light Wight User friendly
Operations Plan Organizational Chart Organizational Structure & ownership
Medi Care Movables is following a flat structure
Administration –Manger Sales & Marketing
Ownership is restricted to its promoters and the venture capitalists in a 50:50 proportion
Promoters itself will be occupying the top managerial roles like Operation , Marketing …
The labor forced include both skilled and unskilled workers.
There will be 7 employees in the assembling unit and 5 Marketing executives .
Operations PlanSuppliers • Domestic Suppliers -
• Seats - Haritha Seats, Banglore• Spare Parts-Gloria Metals• Chase - Escorts Engineers, Kerala• Battery -Amron- SRI Manjunatha
Batteries , Bangalore• International Suppliers
• Wheels, Motor, Control unit - Hospex -Health Co.,Ltd
Raw Materials Logistics • Suppliers own Logistics
Medi Care Movables LTD -Banglore• Recipt and Storage of Raw Materials
• Assembling & Packaging
Finished Product Logistics - Ostrich Mobility Instruments P LTD -Strategic Alliance
Tool Racks
Inventry Storage Rack
Cutting and Welding Unit
Final Assembly Line
Quality Control Unit
Trial And Testing
Production and Assembling Process Logistic and Supply chain of Inventory and finish product
Marker Research
75%
25%
Scope Of Wheelbed According to Doctors
yes no
Patients preference between Manual electronic WheelchairsKerala Karnataka
Name Of Hospitals Patients Preference of wheelchair Name Of Hospitals Patients Preference of wheelchair
Manual Electronic Manual Electronic
Medical Trust 20-30 0-10 St. John’s 40-above 20-30
Specialist 20-30 10-20 Apollo BGS 20-30 10-20
KMC 40-above 10-20 Manippal 30-40 10-20
KVM 10-20 0-10 Fortis 20-30 10-20
1000-10000
10000-20000
20000-30000
30000-40000
40000-50000
50000- above
00.5
11.5
22.5
33.5
44.5
Price Preference of Electronic Wheel Bed
Axis Title
Risk Reduction Strategy
RISKS PRO-ACTIVE RISKS
STRATEGIES
RE-ACTIVE RISKS
STRATEGIES Competitors can imitate
the technology and
design
Building brand equity Market Development
programs
Innovation and Product
development (R&D)
Web site based
distribution and cutting
down margin of
intermediaries Safety issues associated
with the product
Company is providing the
option to insure the
product
Financial PlanUnderlying Assumptions
•Depreciation used is straight line method.
•Increase in number of units every year for 5 years.
•The assembling unit will be on rental basis.
•Unit direct cost will have a slight increase from one year to other having cost per unit as constant.
•Total project duration will be for 5 years.
•Capital generation will be from venture capitalist and management team.
•All finance, HR and other staffs are included in administrative staff.
Expected business risk is 35%. jul
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0
50000
100000
150000
200000
250000
300000
350000
400000
450000
500000
Sales
Sales
Financial Plan Exit and Harvest
Private Sale IPO(Initial Public Offer) Management Buy Out Sale of the business to a private
buyer. sell the company share to the
strategic partner of the business and
continue the business in their
identity.
company have to reduce level
freedom of share holders in
management IPO should announce in prior
because share holders may be very
active in the management with a
reduced level of stake
Company owners can move to
the direct control by reducing share
holding.
Ask and Offer Total initial Investment-40,000,000
Investment proposal between investors and venture capitalists is 50:50
Calculated payback period : 2 years 4 months
Calculated breakeven on 346 units
Feniks Wheelbed
Feniks Wheelbed
Reference
Assocham. (2010, march 23). Medical Equipment Industry To Touch Us$ 7 Bln. By 2012: ASSOCHAMMonday, March 22, 2010. Retrieved may 1, 2010, from pressreleasepoint.com: http://www.pressreleasepoint.com/medical-equipment-industry-touch-us-7-bln-2012-assochammonday-march-22-2010
CENTRAL INTELLIGENCE AGENCY. (2009). Retrieved MAY 2, 2010, from cia.gov: https://www.cia.gov/library/publications/the-world-factbook/geos/bg.html
road accidents . (2010). Retrieved may 1, 2010, from indiastat.com: http://www.indiastat.com/crimeandlaw/6/accidents/35/roadaccidents/17897/stats.aspx
ostrichmobilityinstruments. (n.d.). Retrieved may 1, 2010, from ostrichmobilityinstruments.com: http://www.ostrichmobilityinstruments.com/about-us.html
THANK YOU