case study: entering the brazilian market: build or buy
DESCRIPTION
Visit us on the web: http://www.themarketechgroup.com/?utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+Studies About Us: With offices in North America and Europe, The MarkeTech Group provides a unique combination of extensive marketing research methodology expertise, deep medical technology domain knowledge and value-added strategic marketing consulting to medical technology companies who seek high quality marketing research studies and professional marketing strategy consulting. The MarkeTech Group's team of marketing research and strategy experts take pride in integrating their leading voice of customer (VOC) research expertise and strategic consulting into their clients' marketing and R&D departments to help successfully launch and maintain profitable products in healthcare. The MarkeTech Group, LLC 502 Mace Blvd, Suite 15 Davis, CA 95618 Tele: (+1) 530-792-8400 Fax: (+1) 530-792-8447 The MarkeTech Group, SARL 3, Rue Emile Péhant 44 000 Nantes Tele: +33 (0)2 72 01 00 80 Fax: +33 (0)2 40 48 29 40 Contact Us: http://www.themarketechgroup.com/index.php?page=Contact_TMTG&utm_source=SlideShare&utm_medium=Social+Media&utm_campaign=Case+StudiesTRANSCRIPT
USA502 Mace Blvd, Suite 15Davis, CA 95618United StatesTele: (+1) 530-792-8400
BACKGROUND
CHALLENGE
IMPACT
The Client, a global, publicly-traded healthcare company, needed to make a corporate strategic decision about entering the Brazilian infusion pump market. The Client was considering acquiring a leading Brazilian manufacturer but wanted to first understand if it was better to buy or to enter the market directly with its current product portfolio.
Before making the “build or buy” decision, the Client required a greater understanding of the true market size and attractiveness of the Brazilian infusion pump market. In addition, the Client needed to understand the current competitive landscape and brand perceptions of the leading competitors to better assess the attractiveness of acquiring the local incumbent.
SOLUTIONThe solution was designed around a 3-phase approach. In Phase I, In-Depth Interviews (IDIs) were performed with Hospital Chief Nursing Officers to understand brand preference and utilization of infusion pumps and consumables. In Phase II, large scale Computer Assisted Telephone Interviews (CATI) were conducted to quantify installed base, pricing, and market share of infusion pumps and consumables across the hospital market in Brazil. Phase III consisted of follow-up interviews with Phase II participants to understand the why and the how of survey takers’ responses.
The Client saved tens of millions of dollars by foregoing the acquisition of the local manufacturer based on the findings and recommendations of The MarkeTech Group. While the infusion pump market was found to be attractive, the local incumbent was perceived as having an inferior product portfolio. In addition, the incumbent’s strategy of winning market share with a low pricing strategy did not align with the Client’s own strategy and premium product positioning.
EUROPE / FRANCE3 rue Emile Péhant
44000 NantesFrance
Tel: +33 (0)2 72 01 00 80www.themarketechgroup.com
MARKET
METHODOLOGY MIX
South AmericaEurope
Qualitative ResearchStrategic Consulting
Quantitative
Asia
PROFILECLIENT TYPE
PROJECT CATEGORY
PRODUCT CREATION
LAUNCH PREPARATION
Medical DeviceMedical Imaging
Medical DiagnosticsMedical IT/eHealth
BiotechnologiesPharmaceuticals
Technology AssessmentOpportunity Analysis
Customer and Product RequirementsProduct Concept Testing
Segmentation AnalysisBrand Positioning
Packaging and Materials Testing
Go to Market PlanningPricing
PRODUCT MONITORINGCustomer Satisfaction and Loyalty
Post Launch Acceptance
MARKET RESEARCH AND PLANNINGCustom Market Analysis
Market Mix Analysis
Entering the Brazilian Market: Build or Buy?
TECHNOLOGY GO / NO GO
North America