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Recognizing Influential Macro Environmental Factors in Home Medical Equipments Industry and Proposing Domestic Guideline for Successful Marketing Strategy and Marketing Mix Planning

Tourani, Nazanin | 2009

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 40059 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manouchehr
  7. Abstract:
  8. Diabetes is one of the most prevalent chronic diseases. Blood glucose control provides diabetics with the opportunity to keep their normal lifestyle, being a productive resource in the society, while ignoring to do so impose a huge cost to the society. Hence, it is of vital importance to find an appropriate approach to control and prevent the subsequent complications of diabetes. One of the most effective approaches is self monitoring of blood glucose (SMBG), which is now available through the commitment of a number of medical equipment companies to introduce SMBG products to the market. Some of the noted companies appointed Iran medical equipment market as a target for their market penetration strategies. It is noteworthy to mention that diabetes prevalence in Iran is relatively high, with a considerable growth potential. Commercial development of SMBG equipments in Iran market, however, faces important challenges due to Iran market special features. Nonetheless, there has been no history of research study in this regard. Lack of domestic studies results in the unavailability of customized approaches for SMBG products introduction to and development in Iran market. This in turn leads to the ineffectiveness of the related institutions’ attempts to the improvement of diabetics’ life in Iran. This research is an explorative study aims to proposing domestic guideline for successful marketing strategy and marketing mix planning through the study and analysis of macro-environment of the home medical equipments industry. To do so, I first analyze the macro-environment of the medical equipment industry and recognize the most influential factors of the environment. Then I would survey the most successful companies of the industry in Iran market to extract their marketing strategies and marketing plans. Finally, based on the results of the plans and strategies, and also based on the performance of the companies, I draw conclusion about the most effective and most successful marketing strategies and marketing plans of the industry for Iran market. To complete the proposed guideline, I would analyze the modifications which are made to these plans as a response to the influential macro-environmental factors of the industry in Iran market to provide domestic approach to the special aspects of this market.
  9. Keywords:
  10. Marketing Strategy ; Effective Factor ; Marketing Planning Process ; Macro Environment ; Glucometer Home Medical Devices

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