Endo Indonesia marketing strategy
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Transcript of Endo Indonesia marketing strategy
ENDO INDONESIA
By Fajar A. Dzikrullah
PROBLEM
• Sales IDR 10 B/month
CHALENGE
• Sales year to date (22-10-13)
IDR 11.7 B
STRENGTHS• High-end Product, High Quality, Lots of Features
at Low Price• Trusted Manufacturer Warranty• Life Time After Sales Service• 1 year spare part and warranty• Product availability
WEAKNESSES• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Outside Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product
OPPORTUNITIES
• Huge Market• Growing Market• A lot of New, Untapped and Unknown Potential
Customers
THREAT
• Other Competitor
OLD STRATEGY
STRENGTHS WEAKNESSESOPPORTUNITY
• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product
2. PARTNERS1. BUSINESS AS USUAL
• High-end Product, High Quality, Lots of Features
at Low Price• Trusted Manufacturer Warranty• Life Time After Sales Service• 1 year spare part and warranty• Product availability
• Huge Market• Growing Market• A lot of New, Untapped and
Unknown Potential Customers
OUR PARTNER SHORTCOMING• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product
NEW STRATEGY
STRENGTHS WEAKNESSESOPPORTUNITY
• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product
2. PARTNERS1. BUSINESS AS USUAL
3. ALLIANCE
POTENTIAL ALLIANCE• DRUG MANUFACTURER PRINCIPAL• KALBE• SANBE• PHAROS• ETC
ALLIANCE STRENGTHS
• Low Market Research and Knowledge• Low End User Relationship• Low Market Penetration• Blocked by Hospital Tender Barrier• Low Marketing Staff Quantity• Some Unfamiliar Brand Product
WHAT WE HAVE TO OFFER TO OUR ALLY• A new GUN for their Marketing Troops:
A hi-tech, new and sophisticated medical gadget to grab their client attention
A new gun at 50% off
• Their brand/product names on our machine?• Their brand/product names on our machines print out?
POTENTIAL PRODUCT
• TONTARRA LAPAROSCOPY• CHISON i3• ANESTHESIA MACHINE• BENEVIEW T8• ECG PC BASED/ECG 3 CHANEL• ESU• FETAL MONITOR CADENCE II• MIR SPIRODOC• MINDRAY DP 10• VIDEOSCOPE