Genicon: a Surgical Strike Into Emerging Markets. Essay

Genicon is a company with 10 years of construe domestic and some real international success , Genicon was successful in USA, but it quickly realized that it would be difficult for them to have sustainable growth, because the health care purchases medical exam equipment through GPOs. And as a flyspeck company it was so hard to obtain a contract from GPOs because their financial structure encourages them to purchase equipment from giants companies.So Genicon decided to go international and capture change magnitude demand there. It became sm solelyest company to sell product to European markets with the assistance of BSI.Genicon was already in over 30 international markets and was looking in point at the rapidly emerging markets Brazil, Russia, India and China as potential impertinently opportunities for growth.So the question facing Genicon where it should go next?I. Case key players/Contributorsa.Gary Haberland,president and yield of GENICON.b.small development team of Genic on.c.MEDICA in Germany large tradeshows for medical devices. d.employee of British Standards Institution(BSI)e.Genicon shareholder.II. task Identificationa.Domestic businessi.Lack of a favorable channel in the US.ii.High talk lines power of buyers through group purchases (GPO) . iii. High regulatory costs.b.International business.i.Sales of medical devices associated with the frame of tenders which have different regulatory than US and its just for short term. ii.Due to GENCIONs limited resources it was hard to decide which country to invest in, depend on 1-Regulation/ Compliance.2-Bargaining power of buyers.III. Suggestionsa. hesitancy Avoidancei. Haberland and his company appear to be strong Uncertainty Avoidance very structure and having conservative investments.Hesitance toward new products in medical devices. ii.Should go with weak UAI and make some risky investments.and to be more than flexible and adaptable to any chaos. b.Short and Long term orientationi.Almost all the contract that Haberland had with the international country are being traditional and sure short term . ii.Try to find international country Long term orientation and sacrifice present for futere. IV. Recommendationa.Should go with Brazil collect to international accepted Fast process, zero tariff. Easy Regulation/ Compliance.