The application of market intelligence towards US launch of a European medical device

Abstract

For firms entering new markets there are numerous variables impacting the focus and the scope of the new venture. For foreign companies entering the US biotech space this is even more so. Getting early relevant data is critical towards mission critical decisions and tactics. The firm in focus, Axis Shield, is launching a new point of care device to attract practitioners all over the US. They have been meticulous in getting secondhand data from various surveys and research reports. The focus of this thesis is to assist them in their primary data gathering testing assumptions and dimensions carved out to be instrumental for commercial success. Thus, the main thesis focus is concerned with the identification, structuring, collecting and analysis of these primary data. The company will eventually use both the second hand and the primary data to complete their overall market analysis. Hence, the market survey will give the firm valuable data on which to base their US launch in 2004. Finally, the thesis will give personal insights regarding the complexity of planning and carrying out a marketing study for novel products in an inaccessible market.