Medmira Case Essay Example for Free

Medmira Case EssayMedMira CaseCourse Marketing PlanningWhat changes in the environment made it possible to consider the first appearance of an OTC Aids Test? Be specific. MedMira is known by produceing and manufacturing quality diagnostics to prevent and control the spread of infectious diseases. All tests utilise a flow-through membrane technology and were fast and easy to practise. Medmira was distributing rapid HIV tests in Canada, United States, South Africa, Latin America and China, and selling them to hospitals, pharmacies and aid groups. unity of the focuses of MedMira was to expand to Over-the-Counter market as there communicateed some changes that made it possible to consider this attempt New infections were happening and about 3.1 million commonwealth were dying from HIV. This adds a higher(prenominal) preoccupation to the government and specialists on the health sector and pressure to arrange a solution.During the 80s, there were few visible(prenominal) treatm ent and when people knew they had the virus they would see it as a death sentence. Nowadays this idea is disappearing as technology is much advanced, it is a more manageable illness and there is an increase of information available about HIV.Due to legal approval of the tests, MedMira was able to distribute rapid HIV tests in Canada, United States, China and European Union. This is a step closer of entering the OTC market.Rapid testing was expected to grow between 20 to 30 per cent of the market. This expected growth was also related to a higher approval by governments as there were changes in the society acceptance and expert improvements on this area.Comparison factor as Medmiras first rapid HIV test for OTC, Miracare, had a big success in China and this could happen in the rest of the world. Due to this accomplishment, international demand for this product has increased.Prepare a SWOT analysis for MedMira Aids Test.The following SWOT analysis contains the intimately significan t and strategically important indwelling and external conditions that MedMira faces. The Internal is divided into strengths and weakness and the external is divided into opportunities and threats InternalStrengths-HIV test market leader-Easy useWeakness-Ethical concerns-Cannibalization of revealing G2ExternalOpportunities-Partnership with HA-Open door for testing other diseases-Growing rapid test marketThreats-Ethical concerns-Possible partnership of HA with competitors-Entry costsMedMira has some internal strengths by being a HIV test market leader, specially selling to hospitals, and suitable for at-home use. The Aids test is also easier to use and faster on getting the results relative to the competition, result of this was a higher international recognition. Relative to weakness aspects, there are some ethical concerns such as the possibleness of testing without another persons authorization that is a negative aspect. Apart from this, in case MedMira is able to enter the OTC m arket, there is a possibility of cannibalizing the sales of Reveal G2 to laboratories and hospitals, as the products would be considered as substitutes as they practically have the same objective. One of the opportunities is the partnership with Home Access and develop a revisedversion of HAs Consumer Advocate System.This partnership would eliminate the ethical concerns MedMira couldnt address and would also help to remain conflict, kind a barrier to entry of other firms on the phone support system and reduce courier costs. Another opportunity is if MedMira could enter the OTC market, it would be an open door for rapid tests of other infectious diseases that are worth millions. For last, the development of the rapid test market is a favorable trend to higher sales and profits, which is seen as a good opportunity. If Home Access, which possesses a patent on phone support system, joins with one of the competitors, MedMira will eventually lose competitiveness with this partnership, b eing one of the main threats.For last, entry costs on the OTC market are high and it is not clear if the company could afford the involution at this moment. To conclude this analysis, the partnership would have a positive impact in the society. Because if consumers are able to buy rapid tests, this could prompt people to be tested earlier in a faster, easier and more accessible way, which would reduce the instances of transmission.