Shanghai Medical: Market Analysis

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Shanghai Medical Introduction The senior management team of Shanghai Medical has to make an important decision about which market to allocate resources to in the next step of international expansion for their successful business. After a review of Shanghai Medical’s own capabilities and two selected markets, a decision will be made about which market to choose. Strengths Shanghai Medical’s dedication to customer relationship management is arguably the company’s biggest strength, presenting a competitive advantage for the company. Many other strengths contribute to this key strength, such as their use of IT to keep customers informed about orders and a personal salesperson allocated to each buyer. Moreover Shanghai Medical generates customer satisfaction regarding the product itself by utilising custom design capabilities and creating high quality goods through commitment to quality control. People present an asset for Shanghai Medical, as they attract many experienced and talented employees, and furthermore low employee turnover indicates that employee retention is a strength for the company. Weaknesses While Shanghai Medical may offer competitive prices, they are unable to offer the lowest prices and therefore may not be able to attract price-sensitive customers. Furthermore, while their technology is reasonably current, it is not cutting edge and consequently they may be missing out on improved product quality or more efficient manufacturing processes. Opportunities: Japan The forecasted population aged 65 and over in 2015 for Japan is a significant 30% (Euromonitor, 2002). With its ageing population, Japan will need to focus more of its resources on health care expenditure, which is estimated to increase from $289,359million in 2002 to $361,016million in 2014. Furthermore, Japan have almost four times more hospital beds per 1000 people, and 2.5

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