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Genicon case write-up

Case summary

The company Genicon, a U.S.-based firm that manufactured and distributed

medical instruments for laparoscopic surgeries had to decide which emerging

market to enter for next. The four choices are Brazil, Russia, India and China.

With data provided in this case, the management should rely on the data and

collected information about the four countries to make their decision.

Answers to

r because the government is offering a strong signal for supporting healthcare

industry. Also the shorter approval time for innovative products and reductions

in levies enables Genicon to enter the market faster with lower costs on tax, legal,

etc. China, although has the largest market size for the medical devices, the

current regulatory framework is not the best for Genicon due to the opportunity

cost saved in the set-up time.

In Brazil, because of the highly fragmented distribution sector, it will require

Genicon to invest higher labor and capital to enter the market. The problem for

the Russia market is the political issues. The government of Russia has the

regulatory that supporting VDDV,MS G;QMFPKAW MAW E

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is kind of frenemies, it is unclear how the tension between two countries will

affect the business.

To summary, from both the market size and growth to economic and regulatory

environment, India is more suitable for Genicon right now. With the large base of

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favoring regulatory, India can provide the greatest potential for Genicon.

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