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Business Sales Strategy - Report Example

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This paper aims to examine three geographic market prospects for MH Co. The selection criteria is based on the size of the market relative to the world's total global industry for technical aids, a sub-market under the health care equipment and supplies market…
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Business Sales Strategy
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Download file to see previous pages In order to more effectively select countries where the company will expand its operations, the process has to be strategic. From a global marketing viewpoint, this can be done by looking at the overall market, the global market and determining the most profitable market where the company can capitalize on the opportunity.
There are other ways to segment the global market and determine how the countries will be selected, but the most fundamental is to segment according to the size of the market because this has an effect on the profitability of operations. The table above illustrates the data gathered from Data Monitors Health Care Equipment & Supplies Industry Profiles for respective countries which are all published on May 2009 (DataMonitor 2009). The largest geographic markets in the world include the following: UK, Canada, China, Japan, Germany and France—aside from the United States. Therefore, in order to measure the sub-market for the technical aid category, the revenues in 2008 in the respective countries are multiplied by the percentage breakdown of sales for technical aids. The results show that the top three countries in terms of market size for the technical aids include Japan with US$4.66 billion, China with US$2.15 billion, and Germany, with US$1.87 billion. These are the three countries that comprise the company's main selection in terms of segment size.
Aside from these data, according to OECD, Europe and Japan has a larger aging population than the US (Pearson 2009, 3). Because Germany has the largest percentage of share in Europes total market for health care equipment and supplies (Germany, DataMonitor 2009), as well as Japan having the largest percentage of share in Southeast Asias total market for health care equipment and supplies, with China following it (China, DataMonitor 2009), these three markets are the best prospects for MH Co. ...Download file to see next pagesRead More
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