Accessing Physician Consultancy for Routine Medical Cases in Kenya - Report Example

Executive Summary

Consult a Doctor provides a 24/7 access to professional medical consultancy and health services at the convenience of the client, especially for non-emergency situations through phone and secure email contact. Founded in 2007 by Wolf Shlagman, the business has ventured out of the local market in Miami, to nationwide coverage in the United States. The company provides Tele medicine services to individuals through certified primary-care physicians, hence helping to reduce the costs and unnecessary visits to the doctors for routine medical checkups that may be solved through medical advice given over the phone, as well as medical prescriptions.

This report presents a proposal for the company’s entry into the Kenyan market in East Africa, where there is a promising prospective client base due to low medical service accessibility. The report outlines the a description of the services offered by Consult A Doctor, an analysis of the Kenyan market, and an entry strategy based on using local doctors and consultants who have better knowledge of the market and the prevalent non-emergency medical conditions in the country. Additionally, the report presents a competing strategy to bear with the competition provided by private clinics in the country, as well as ensuring compliance with legal and political requirements in a country where the political and legal environment are quite different from the United States. Finally, the report identifies significant local partners such as dominant communication companies in the new market that will play a major role in helping the business penetrate the Kenyan market, given the increasing accessibility to mobile phone communication in Kenya.

Table of Contents

Executive Summary 2

Introduction. 5

Industry and Product5

Barriers to market introduction5

The unique selling point6

Transportation and logistics 7

Product modifications7

Product maintenance8

Country Situation Analysis8

Cultural and Social Considerations8

Economic Considerations9

Political and Legal Considerations9

Rationale9

Target Market and Positioning9

Market-Entry Strategies10

Competitive Analysis10

Analysis of Market Demand10

Marketing Mix11

HR Resources and Organizational Structure11

Manufacturing and/or Distribution11

Financing the Entry Strategy12

Selection of Host-country Partners12

Critical Success Factors12