The Role of Health Medical Services - Assignment Example

Marketing- Becton Dickinson: Proposal Q Who are the main players of HMC? What role do they play? What is each player’s main concern? The key players of the HMC or Health Medical Stan Delaney Vice President financial services, Phil Robinson Administrator Financial Services, Judi Koski , Joanne Wilson Purchasing Manager. As these people decide over the purchase of the required needles and syringes, form the market. Their intension is to get the possible discount as they seem to have some financial set back. The distributors are the key players of HMC, as they play the intermediary role in organizing the marketing of hypodermic products through the sales representatives of the linked companies. The Group purchases an organization that works as the distributor demands for discount prices for its buyers through the sales representatives and organizes a smooth level of maintaining the marketing organization Due to this reason HMC was expecting formal proposal from BDD with in 10days of time. So that they could get the possible discount for 15% and remain as threaten to BDD’s competitor Terumo Corporation. Right from the beginning HMC would like to be with BDD’s products .Since they have concentrated on Hypodermic products they buy them through APG group. So they demanded a discount price to buy the products for their hospitals. This was the main concern of the key players, to get discount or concession for the products which they buy through APG groups. Since BDD’s key players such as the regional sales managers had conversation with a sales representative regarding the necessity of the discount intended by HMC and the suggestion of the idea to have a direct marketing without the intervention of the groups. The key players such as Wilson , The purchasing manager was also ready to purchase from BDD , though they were influenced in terms of discount by the competitor Treumo corporation or cost saving purchase. The key players’s main concern is to get profit while purchasing the hypodermic products, previously they were purchasing through APG ,an intermediate group, but the key players would like to have a direct marketing with BDD companies. The role of the key players is to organize the purchase as easily as possible, and to support BDD companies than its competitor Treumo corporation. Q.2 Who are the main players of BDD? What role do they play? What is each players’ main concern? The key players of BDD are Territory sales representatives such as Kmetz, [who announces the latest demands in the market for their products. And whose main concern is found out to be getting a decent concession for HMC], Vice President Marketing, Sales and Research and development. District manager, Bhimji director of corporate service product development is of the view that the distributors like APG groups are the main concerns of the sales improvement and providing a discount would count for a strong trust between the distributor and the buyers, so the concept of discount seemed to be of less effective. The regional sales managers also have a key role to play in maintaining the multi-divisional agreement [which is focused on the successful marketing and profit of the distribution of the hypodermic products], organizing account profiles, account planning sessions; it has all the key roles in maintaining the loss and gain of the key account. The supply chain management {SCM} proposed by the CEO of the BDD is yet another key player transporting information regarding the product to the distributors and the end users there by promoting the level of marketing. SCM serves both the internal and external groups. The SCM group with the help of the sales representatives and sales managers promote the plan and development process. The purpose of the multi-divisional of the key players was mainly to achieve competitive advantage for BD through superior customer service, even the value added services was intended to improve the advantages of the sales percentage. A new post was included Corporate Director of the sales , with the intension to enhance coordination form the corporate, and the concern of the corporate directors would be maintain the key accounts of the multi –divisional efforts. On the whole the key players’ main concern revolve around the development of the multi-divisional agreement with the group distributors , each player concentrating on implementing strategic ideas to promote the rate of sales in the marketing side, as well as looking into the competitive side to ,maintain a level among other companies. Q.3.Is there Marketing Oppurtunity? Marketing is possible through the multi-divisional program proposed by the CEO of BDD , as the GPO play a very important role in organizing and distributing the sale of the products, This multidivisional approach for marketing and accounts will enhance the value based sales of the products and it will promote the uses and validity of the products among the customers and end users. And the key account program will also have a good effect for the marketing by providing an intensive distribution network and corporate accounts management to cope up with the competitor. More over the proposals will encourage the distributors to get profit as well a grand recognition among the competing companies, through the distributors HMC will have more opportunities for marketing .And finally the key account proposal is found to be an effective resource to attract the distributors and the group organizations under a successful marketing. But these depends upon the sales men who is yet another key player for the BDD as well as HMC . It was Kmetz who was requesting a discount price for HMC from BDD’s officials, so as to get a prolonged sales report for the company and to withstand in the market. His intention was that if the directors of the BDD could permit for a discount through the APG group , which acts as the distributor of BDD’s products. As a result the proposal for multi-divisional agreement was started, so that HMC could manage its financial instability. Q. Can BDD win the business? With the advent of the Supply Chain Management group to promote the better service to their customers, involving other activities such as transporting information and materials to the customers , and the value added program, and the electronic link program proposed by Bhimji seem to show more chances of winning business, the concern of all the programs is to get the vendors a saving amount during every purchase. More over the role of the RSM has to be considered in this regard; the RSMs should organize and implement the plans proposed by the officials in an effective way The multi-divisional agreement and the key account planning system needed to be reviewed carefully among the customers as though some of the people found out to be great one still have the rules to be cleared by the RSMs. While this goes on one direction the severe budget deterioration faced by the HMC has to be considered by the BDD group so as to get them discount. They seem to have taken more time to concentrate on this matter, though the multi-divisional plans run side by side. Q. Recommendations and suggestions? One thing would be that though the BDD group seems to concentrate on several strategic plans they fail in one aspect that they do not react immediately, as the sales is concerned with the essential hypodermic products, required for hospitals. They know very well that HMC so far had been purchasing the syringes and needles of BDD productions through distributors. But as they have turned their purchase towards the hypodermic products and moreover they suffer financially they demand discount form the company that supplies in majority. Keeping in mind the fact that HMC was a long term customer BDD could have given the reduction or discount immediately that was requested through the sales representative. And moreover the HMC requested to take time for 10 days to continue with the proceedings , in this respect BDD seemed to have reacted a bit slow, though their plans to implement a multi-divisional organization in sales and accounts. The identification of key accounts seems to be of good use for the customers like HMC who suffer under a competitive pressure. The lead of RSMs appointed by the BDD group works very well, as they could suggest what is urgently required for their customers and what is rejected by their customers. Their report system will have a effective result.. Managing key accounts sounds good for customers like HMC, as in future also they could tackle the situation if they meet any financial crisis. Read More