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External Defibrillator Market – India
August 2014
2
Executive Summary
Market
Drivers &
Challenges
Competition
The external defibrillator market in India is expected to grow at an impressive CAGR of xi% over
2012-18e in volume-terms, and x2% in value-terms
Market is segmented into monophasic, biphasic and AED models with each exhibiting different
rates of growth
Biphasic models are currently replacing the monophasic models in the market and AEDs have
significant growth potential
Drivers:
 High rate of cardiovascular diseases
 Increasing number of health facilities
 Changing demographics
 Over-the-counter status for AEDs
 Increasing disposable income
 Growing awareness
Challenges:
 Lack of standard regulatory structure
and government initiatives
 Weak manufacturing base
Major Players
Company 1 Company 2 Company 3 Company 4
Company 5 Company 6 Company 7 Company 8
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
3
•Macroeconomic Indicators
•Introduction
•Market Overview
•EXIM
•Drivers & Challenges
•Competitive Landscape
•Strategic Recommendations
•Appendix
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
4
Economic Indicators (1/3)
11
12
13
14
15
INR tn
Q4
c4
b4
a4
Q3
c3
b3
a3
Q2
d2
c2
b2
a2
Q1
d1
c1
b1
a1
2013-14 2012-13 2011-12 2010-11
GDP at Factor Cost: Quarterly
Inflation Rate: Monthly
-2
-1
0
1
2
%
Sep 2013 - Oct 2013
p
-t
Oct 2013 - Nov 2013 Aug 2013 - Sep 2013 Jul 2013 - Aug 2013
q
r
Nov 2013 - Dec 2013
s
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
5
External defibrillator market is poised to grow in the coming
years with emphasis on biphasic models and AEDs
External Defibrillator Market – Overview
• Evolution of cardiac devices has opened new vistas in India’s healthcare industry
• Defibrillator market in India is growing due to the developments in emergency services and the setting up of new
trauma care centers across the country
• Market for defibrillators is highly influenced by the adoption of new technologies, demands for quality medical care,
and integration of patient monitors
 Advanced defibrillators function as multi-parameter monitors, with 12-lead ECG acquisition and transmission capabilities; combining
monitoring with diagnostics measurements, vital signs trending, and resuscitation therapies
• Growing target base of consumers and innovation and improvement in technology will boost sales and the market is
expected to exhibit steady growth in future
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
0
2,000
4,000
6,000
8,000
10,000
a1
c1
2013
b1
d1
2014e 2012
Nos.
+x1%
2018e
h1
2017e
g1
2016e
f1
2015e
0
500
1,000
1,500
2,000
2,500
2015e
f2
2016e
g2
2017e
h2
2018e
+x2%
INR mn
d2
2014e
c2
2013
b2
2012
a2
Market Size: Volume-Wise (2012-2018e) Market Size: Value-Wise (2012-2018e)
6
Increasing exports of domestically manufactured products
and the resultant higher profits for domestic players…
• Export of defibrillators has increased considerably
between FY 2011 and FY 2013, but has been low in
the first 3 quarters of FY 2014
• Products have been mostly exported to Region A
• In the first 9 months of FY 2014, exports have been
low to Country 1 which constituted over a1% of the
export market in the previous fiscal
Exports – Overview
Export of Defibrillators
Export (Region Wise: 2013-14; Apr - Dec)
b2%
a2%
c2%
g2%
d2%
i2%
f2%
h2%
Export (Region Wise: 2012-13)
f1%
c1%
b1%
d1%
a1%
Country 2
Country 3
Country 4
Others
Country 1 Country 5
Country 1
Country 8
Country 4
Country 6
Country 9
Others
Country 7
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
219.0
43.4
0.7
2.8
9.0
0.5
0
50
100
150
200
250
0
2
4
6
8
10
2010-11 2013-14
Apr - Dec
2012-13
39.2
2011-12
‘000 units INR mn Value Volume
7
Drivers & Challenges – Summary
Drivers
High rate of cardiovascular diseases
Increasing number of health facilities
Changing demographics
Over-the-counter status for AEDs
Increasing disposable income
Growing awareness
Challenges
Lack of standard regulatory structure
and government initiatives
Weak manufacturing base
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
8
Porter’s Five Forces Analysis
Competitive Rivalry

Bargaining Power of Suppliers

Bargaining Power of Buyers

Threat of Substitutes

Threat of New Entrants

Impact

Impact

Impact

Impact

Impact

EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
9
Key Ratios of Top 3 Companies – Operational Basis (FY 2013) (1/3)
Competitive Benchmarking (2/5)
-15
-10
-5
0
5
10
-b1
%
a3
b2
Company 1
a2
Company 2 Company 3
-a1
b3
Operating Margin Net Margin
• Company 3 recorded operating margin of a3%, higher than both Company 1 which recorded operating margin of -a1%
and Company 2 which recorded operating margin of a2%
• Company 2 recorded the highest net margin of b2%, higher than Company 3 which recorded a net margin of b3% and
Company 1 which recorded a net margin of -b1%
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
10
Key People
Products and Services
Company Information Offices and Centres – India
Category Products/Services
Health
Bankcard and
Technology
Name Designation
Person 1 Chairman and Managing Director
Person 2 Whole Time Director
Person 3 Director
Person 4 Chief Executive Officer
Corporate Address
Tel No.
Website
Year of Incorporation
Ticker Symbol
Stock Exchange
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Public: Domestic Company – Company 1
(1/4)
Head Office
11
Financial Snapshot Key Ratios
Financial Summary
• Company incurred a net loss of INR XX mn in FY 20XX, as compared to net
profit of INR Y mn in FY 20YY
• It reported total Income of INR XX mn in FY 20XX, registering an increase
of X per cent over FY 20YY
• It earned an operating margin of X.X per cent in FY 20XX an increase of X.X
percentage points over FY 20YY
• The company reported debt to equity ratio of X.XX in FY 20XX, an increase
of X.X per cent over FY 20YY
Key Financial Performance Indicators
Indicators Value (dd/mm/yyyy)
Market Capitalization (INR mn)
Total Enterprise Value (INR mn)
EPS (INR)
PE Ratio (Absolute)
Particulars
y-o-y change
(2013-12)
2013 2012 2011 2010
Profitability Ratios
Operating Margin
Net Margin
Profit Before Tax Margin
Return on Equity
Return on Capital Employed
Return on Working Capital
Return on Assets
Return on Fixed Assets
Cost Ratios
Operating costs (% of Sales)
Administration costs (% of
Sales)
Interest costs (% of Sales)
Liquidity Ratios
Current Ratio
Cash Ratio
Leverage Ratios
Debt to Equity Ratio
Debt to Capital Ratio
Interest Coverage Ratio
Efficiency Ratios
Fixed Asset Turnover
Asset Turnover
Current Asset Turnover
Working Capital Turnover
Capital Employed Turnover
Improved Decline
Net Profit/Loss Total Income
0
200
400
600
800
-60
-40
-20
0
20
-d2
d1
2012
c2
c1
2011
b2
b1
2010
a2
a1
INR mn INR mn
2013
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Public: Domestic Company – Company 1
(2/4)
12
Key Business Segments Key Geographic Segments
Business Highlights
0%
50%
100%
a1%
2013
c2%
c1%
2012
b2%
b1%
2011
a2%
0%
50%
100%
r1%
2012
q2%
q1%
2011
p2%
p1%
2013
r2%
Description News
Overview
• Company 1 is a City 1-based company in the business of medical equipment distribution and technology
services
• It has four divisions, Business Division 1, Business division 2, Business Division 3 and Business division 4
• Its customer base includes major corporates, defense establishments, software technology parks, MNC's
and Super-specialty hospitals
Network • Has presence in major Indian cities like City 1, City 2, City 3, City 4, City 5, City 6 and City 7
Shareholders • In 2001, Company A acquired a majority stake in the Company 1
Region 1 Region 2
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Segment 1 Segment 2
Public: Domestic Company – Company 1
(3/4)
13
T
O
W
S
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Public: Domestic Company – Company 1 – SWOT Analysis
(4/4)
14
Key People
Products and Services
Company Information Offices and Centres – India
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Products/Services
Name Designation
Person 1 Managing Director
Person 2 Director
Person 3 Director
Person 4 Director
Head Office
Private: Domestic Company – Company 2
(1/5)
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
15
Shareholders of the Company as on dd.mm.yy Ownership Structure
Name No. of Shares held
Shareholder 1
Shareholder 2
Shareholder 3
Shareholder 4
Shareholder 5
Shareholder 6
Shareholder 7
Total
0.02%
99.92%
Category 2
Category 1
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Private: Domestic Company – Company 2
(2/5)
16
Financial Snapshot Key Ratios
Financial Summary
• Company earned a net profit of INR XX mn in FY 20XX, as
compared to net profit of INR Y mn in FY 20YY
• It reported total Income of INR XX mn in FY 20XX, registering
an increase of X per cent over FY 20YY
• It earned an operating margin of X.X per cent in FY 20XX an
increase of X.X percentage points over FY 20YY
• The company reported debt to equity ratio of X.XX in FY 20XX,
an increase of X.X per cent over FY 20YY
Improved Decline
Particulars
y-o-y change
(2013-12)
2013 2012 2011 2010
Profitability Ratios
Operating Margin
Net Margin
Profit Before Tax Margin
Return on Equity
Return on Capital Employed
Return on Working Capital
Return on Assets
Return on Fixed Assets
Cost Ratios
Operating costs (% of Sales)
Administration costs (% of
Sales)
Interest costs (% of Sales)
Liquidity Ratios
Current Ratio
Cash Ratio
Leverage Ratios
Debt to Equity Ratio
Debt to Capital Ratio
Interest Coverage Ratio
Efficiency Ratios
Fixed Asset Turnover
Asset Turnover
Current Asset Turnover
Working Capital Turnover
Capital Employed Turnover
Net Profit/Loss Total Income
10
0
-30
-10
-20
200
150
100
50
0
INR mn INR mn
2013
d2
d1
2012
c2
c1
2011
b2
b1
2010
-a2
a1
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Private: Domestic Company – Company 2
(3/5)
17
Business Highlights
Description News
Overview
• Company 2 is a medical equipment company specializing in the fields of cardiology,
anesthesia, critical care and emergency
• It markets products from various medical equipment companies in India and mostly
focuses on single product technology driven companies that can afford to continuously
develop a particular modality
• It has a unit at City 1 which is used to fabricate a wide range of ambulances, diagnostic
vans and mobile hospitals
• It also has a facility in City 2 for treating all types of infectious waste collected from
various hospitals in the city
Partners
• Company 2 exclusively represents a number of companies in India, including Country A-
based Company A, and Company B; Country B-based Company C, Country C-based
Company D, Country D-based Company F; and Country F-based Company G
Network
• The company’s head office is at City 3 and it has branch offices at City 4, City 5, City 6, City
7, City 8, and City 9
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Private: Domestic Company – Company 2
(4/5)
18
T
O
W
S
EXTERNAL DEFIBRILLATOR MARKET IN INDIA 2014.PPT
Private: Domestic Company – Company 2 – SWOT Analysis
(4/5)
19
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