The Project: "A pan-European Third Party Contractor specialising in the medical equipment and pharmaceutical sectors wanted to review its development strategy in the UK market."

Background

Bomi is an international third party contractor specialising in the medical equipment market providing equipment and consumables to clinics and hospitals. The company had recently set up in the UK through acquisition and wanted to establish how to position the business in the UK market. An extensive market research programme was developed to examine market segmentation and to understand customer service needs. It also looked at future trends in the medical equipment market and provided an effective platform for business growth.

Activities

The task was to carry out a strategic sales review to determine the best method of developing in the UK market. This involved sector market research on market size and trends, reviewing management views and processes, and a telemarketing exercise with potential customers to determine awareness, wants and needs.
Our extensive experience of sales and marketing within third party contracting across Europe was vital for the success of this project.

Outputs

• The exercise was completed within 8 weeks and relied on desk research and working with our customer’s customers to understand real trends in the market-place.
• Workshops with management at a local and international level helped to develop an understanding of the issues across cultural and national barriers.
• The process helped to both differentiate and identify common characteristics in local country markets and the extent to which a common strategy could be applied across country boundaries.

Results

The review identified the changes necessary to develop a successful development strategy in a UK market that was operationally and structurally different from elsewhere in Europe