Study On The International Marketing Strategy For Contec Medical In Pakistan

The aim of this study is to identify the marketing strategy for Contec medical in Pakistan.The Contec Company is China based which makes medical devices and selling its products to 150 countries all over the world and earning handsome capital.But in Pakistan,the Company needs to promote its business through making best and appropriate strategy which is helpful to achieve its objectives as well as increasing the medical shares in Pakistani markets.The study discusses the marketing strategy especially promotion and enhancing sell of the medical devices.As well as to explore the potential strategy to grab the attention of people in medical devices business.There is not so much work has been done on this topic,So being a research student it is my moral responsibility to add more knowledge in this topic which is related to the medical equipment devices.The five Porters forces,SWOT Analysis,International marketing methodology were used to explore the research investigation.The sample size of the study was 100 respondents,which are clients of Contec medical devices,and doctors who recommend the devices to people.The convenient sampling technique was used to collect the data from respondents using questionnaire.The qualitative and quantitative approach were used for data collection,qualitative approach is used for semi structured interviews which is taken from the doctors and quantitative approach is used for questionnaire or survey which is taken from the clients and user of Contec medical equipment devices.The result of the study revealed that Pakistan is a potential market to sell the medical devices and equipment of Contec Company.Marketing strategies of medical devices for medical markets are very complex and specialized partially as the buyers are not the final users(patients)but the professionals(physicians and hospitals)and also due to the fact that the medical device market is a high competitive place with only few strong players.Contec as any other medical company has to make a lot of afford in order to draw the core buyers? attention and acknowledgement.The physicians acknowledgement is important especially during the new product launch when the physician becomes the “Key opinion leader” of the launched product.It is essential in the highly niche market of the Medical industry where the recommendations by peers plays a crucial role.Contec has no network of doctors supporting their products,however this network can be created and broadened.This is primarily done through participation on congresses and trade shows,providing education for doctors,ensuring excellent service and the personal relationship of the sales representatives with the doctors.Thus leading to more efficient marketing and reaching a wider audience.