Executive summary
Business is just about to serve the people by providing them the best
value against their money. Most specifically the business about medicine is to
care people by providing them best quality of drugs within short time at the
nearest spot. Med tech is the use of technology in providing medicines which
are being used by people frequently.
We will create our image in customers mind by delivering them quality
products and satisfy their needs properly and efficiently. On other hand for
the survival of our business we will generate sales and will run our business
to serve people. Our business has a great concern will social phenomena like
right drug for the cure of disease. Ethically we will be responsible for the
social care and societal benefits.
Contents
BUSINESS
DESCRIPTION
Mission
“MEDCHINE IS CREATED TO SERVE ALL KINDS OF
PATIENTS AT THE POINT OF CARE INSTEAD OF WAITING IN LONG QUEUES WHICH INCLUDES
ALL SORTS OF MEDICINES INCLUDING PAIN RELIEVERS THAT ARE INSTANTLY REQUIRED”.
Vission
“We want to serve the community by providing
prescribed medicine instantly”.
COMMUNICATION THEME
“..............................because you
are precious to us.”
GOALS AND POTENTIAL
OF THE BUSINESS
This idea is
quite profitable and investor will be happily willing to invest in it. The variety of medicines provided will be
increased. Also different other products available at general drug stores will
be provided including Bandages, QarshiJohar Joshanda, and Strepsils. Another
category of items introduced will be the cleaning liquid for lens, mouth wash
and hand wash.
In the distribution field more machines at
different studied locations will be installed. The location will be chose by
carefully analyzing market trend, local population needs and local competition.
Business
and industry profile
PAKISTAN
PHARMACEUTICAL INDUSTRY
Pakistan has a very vibrant and forward
looking Pharma Industry. At the time of independence in 1947, there was hardly
any pharma industry in the country. Today Pakistan has about 400 pharmaceutical
manufacturing units including those operated by 25 multinationals present in
the country. The Pakistan Pharmaceutical Industry meets around 70% of the
country's demand of Finished Medicine. The domestic pharma market, in term of
share market is almost evenly divided between the Nationals and the
Multinationals.
The National pharma industry has shown a
progressive growth over the years, particularly over the last one decade. The
industry has invested substantially to upgrade itself in the last few years and
today the majority industry is following Good Manufacturing Practices (GMP), in
accordance with the domestic as well as international Guidance. Currently the
industry has the capacity to manufacture a variety of product ranging from
simple pills to sophisticated Biotech, Oncology and Value Added Generic
compounds.
Although Pakistan’s pharmaceutical and
healthcare sectors are expanding and evolving rapidly, about half the
population has no access to modern medicines. Clearly this presents an
opportunity, but much more work needs to be done by the government and
industry's stakeholders. The value of pharmaceuticals sold in 2007 exceeded
US$1.4bn, which equates to per capita consumption of less than US$ 10 per year
and value of medicines sold is expected to exceed US$2.3 B by 2012.
Pakistan is a developing pharmaceutical
market, with a large population and economic progress evident, but per capita
drug spending was rather low at around US$9.30 in 2007. Private spending
accounts for 65% of total healthcare expenditure sourced through out-of pocket
payments, international aid and religious or charitable institutions.
Pharmaceutical spending accounts for less than 1% of the country's GDP, comparable
to levels in some neighboring countries but above that in some of the South
Asian countries. The forecast period is likely to witness the marginal
strengthening of the generics sector, albeit more in terms of volumes than
values. The share of generics is also likely to increase further as major drugs
come off-patent in the near term, to the likely benefit of the
generics-dominated local industry.
The Pakistan pharma industry is relatively
young in the international markets with an export turnover of over US$ 100
Million as of 2007. Pakistan Pharma Industry boasts of quality producers and
many units are approved by regulatory authorities all over the world. Like
domestic market the sales in international market have gone almost double
during last five years. The pharma industry is focusing to an Export Vision of
USD 500 Million by 2013. In the meantime, exports are also likely to be boosted
by new regional and global opportunities.
The Pakistan Pharmaceutical Industry is a
success story, providing high quality essential drugs at affordable prices to
Millions. Technologically, strong and self reliant National Pharmaceutical
Industry is not only playing a key role in promoting and sustaining development
in the vital field of medicine within the country, but is also well set to take
on the international markets.
SOME KEY
STATISTICS OF THE INDUSTRY|
Companies
operating in the industry
|
600
|
|
Number of
employees
|
Over
100,000
|
|
Registered
Drugs
|
47,000
|
|
Registered
Molecules
|
1,100
|
|
R&D
expenditure
|
1% of the
profit
|
|
Average
growth Rate
|
11%
|
|
Market
share of Multinationals companies
|
45%
|
|
Market
share of Local companies
|
55%
|
|
Market
Leader
|
GlaxoSmithKline
|
MAJOR KEY
PLAYERS IN THE INDUSTRY|
Names
|
Market Share
|
|
GSK
|
11.60%
|
|
Sanofi
Aventis
|
4.10%
|
|
Getz
Pharma
|
3.90%
|
|
Abbott Lab
|
3.80%
|
|
Roche
|
3.10%
|
|
Merck
|
2.90%
|
KEY SUCCESS
FACTORS IN THE INDUSTRY
The pharmaceutical industry is currently
going through a turbulent phase. The interaction of different factors such as
price regulation, decreasing productivity in the drug development, stringent
monitoring by governmental agencies, and increasing competition from generic
drugs put companies in that field under tremendous financial pressure.
This leads companies to reconsider their core
processes in order to find ways to increase profit and productivity. Many
pharma companies reorganize, rationalize and standardize their operations.
These measures usually focus on procurement and production, but also on
back-office functions such as building maintenance. The key to success in these
areas often lies in IT solutions. It is necessary to increase efficiency
considerably and to use IT as a driver of innovation.
This requires an open system that allows the
clear representation of data on site and that assumes not just the
visualization of data and facility conditions, but also the monitoring and
control. Additional possibilities for archiving, protocol ling and performance
management, as well as for configuration of plant-components allow for quick
reaction to tasks: Thanks to a uniform user interface, down-times in production
are drastically minimized, costs are reduced and the productivity is
considerably increased.
29 international pharmaceutical players have
their facilities functioning in Pakistan. The total worth of pharmaceutical
industry of Pakistan is estimated at $ 1.5 Billion.
While highlighting the advantages of
establishing the drug-manufacturing units in Pakistan, stated that the country
has a low-cost base and the cost of converting generic drugs into their more
famous derivatives is among the lowest in the world further pointed out that
the ideal location of the country at the world’s center makes it cost-efficient
in terms of freight costs. The research also addresses the following issues and
facts that are critical to the success of Pharmaceutical industry on a Global
level.
- Emerging trends in the Global
Pharmaceutical sector
- An insight into market trends
- Key players in the Pharmaceutical
market
- Factors driving growth and
change in the market
- Key Challenges and strategies
- Competitive environment and
market leaders
- Future outlook
BUSINESS STRATEGY
DESIRED IMAGE & POSITION IN THE MARKET
A fully automated, ATM-style system that
dispenses acute medicines is the safest and most efficient dispensing system
that has not been implemented till yet in Pakistan. Therefore, it possesses a
unique position in the market due to its efficient system and also having a
benefit to be easily approachable to customers. It’s the only system in
Pakistan that handles all the tasks involved in providing patients with their
medications at the point-of-care. It has a unique image and position in the
minds of doctors as well as for patients. For doctors/administrators:
·
Provide
outpatient medication services to patients 24 hours a day, 7 days a week
·
Reduce
pharmacy callbacks
·
Eliminate
handwriting errors
For patients:
·
Quick, safe
and convenient medication access
·
Similar
pricing to a retail pharmacy
·
A one-stop
shop
SWOT ANALYSIS
STRENGTHS: The company’s strength lies on these main
factors:
·
Convenience;
Patients receive medications at
the point-of-care rather than waiting an average of 30 minutes (often when sick
or injured) at a pharmacy.
·
Access; Pharmacy services are difficult for patients
to obtain during evenings, weekends and holidays or for those with
transportation barriers. This machine serves as a high-tech medium to get
medications to patients, when and where they are needed.
·
Safety; Medications are dispensed from the machine
dispenser using a bar code check system that ensures the correct medication is
always dispensed.
·
Customer
support; Providing 24-hour customer
support.
WEAKNESSES
·
Low market
dominance
·
Inconsistency
of attractive promotions
OPPORTUNITIES: The added patient convenience with this
machine will expand customer database via referrals and word of mouth
recommendations. Depending on utilization, goal and patient base we also have
the potential to increase revenue with each medication dispensed. There is also
an opportunity to grow a diversified global business and deliver more products
of value.
THREATS:
As this
industry is growing on a faster pace there will be a threat of new entrants.
Buyers are not extremely brand-loyal making it easier for new entrants to enter
the industry to draw customers away from us. Due to power shortage there is
also a threat of proper working of the machine in the absence of electricity, a
backup system should be available for power so that the working of the machine
should not be stopped.
COMPETITIVE STRATEGY
The goal of any organization is
to create sustainable competitive differentiation, by providing to customers
what they value and want in ways that others can’t. We have focused on differentiation
strategy by installing Med-Tech that that has brought a change in the pharma
industry of Pakistan. In this way it would become market leader in the
automated dispensing machine. The Company has positioned its products as
a ‘quality products.’ It also differentiates itself on ability to provide
service, convenience, accessibility and safety.
Company Product and
services:
Med-tech
Corporation, a service based company, has developed a revolutionary medication
system consisting of the Med-tech
Medication Dispenser. Med-Tech is the healthcare industry's first fully
automated, ATM-style, dispenser of acute medications that dispenses directly to
patients at the point-of-care. Med-tech is in business to implement methods
allowing for rapid & convenient delivery of acute medications to make
patients better, quicker. We will tirelessly endeavor to make antibiotic
and pain relief medications available to all people at all times. Med-tech is
the first of its kind with the introduction of self dispensing medical drugs.
It uses the cutting edge technology to provide the patents with 24/7 of
availability of the desired general drugs. The use of this machine is quite
easy and every person who is, a bit known to the ATM machine can easily use it.
PRODUCTS:
|
|
Medication
|
|
||
|
1
|
Panadol plain
|
|
Tablets & Capsules
|
|
|
2
|
Panadol extra
|
|
Syrups
|
|
|
3
|
Panadol CnF
|
|
Gel & Cream
|
|
|
4
|
Ponstan
|
|
Drops
|
|
|
5
|
Ponstan fort
|
|
Balms
|
|
|
6
|
Disprin
|
|
Powder
|
|
|
7
|
Desprol
|
|||
|
8
|
Griffin
|
|||
|
9
|
Incidal
|
|||
|
10
|
Amoxil cap
|
|||
|
11
|
Anytglox cap
|
|||
|
12
|
Augmentan 325
|
|||
|
13
|
Augmentan 625
|
|||
|
14
|
Augmentan 1000
|
|||
|
15
|
Calpol
|
|||
|
16
|
Dicloror
|
|||
|
17
|
Voltral
|
|||
|
18
|
Caflan
|
|||
|
19
|
Ansaid
|
|||
|
20
|
Flagyl 400
|
|||
|
21
|
Flagyl 200
|
|||
|
22
|
Evion
|
|||
|
23
|
Hydraline dm
|
|||
|
24
|
Hydraline sugar free
|
|||
|
25
|
Hydraline plain
|
|||
|
26
|
Calpol
|
|||
|
27
|
Calpol 6+
|
|||
|
28
|
Bruffin
|
|||
|
29
|
Sancoz
|
|||
|
30
|
Actifid p
|
|||
|
31
|
Actifid GM
|
|||
|
32
|
Augmentan
|
|||
|
33
|
Flagyl
|
|||
|
34
|
Disprol
|
|||
|
35
|
Vintogeno
|
|||
|
36
|
Decloran gel
|
|||
|
37
|
Polyfax eye
|
|||
|
38
|
Polyfax skin
|
|||
|
39
|
Betnovate ointment
|
|||
|
40
|
Betvonate cream
|
|||
|
41
|
Voltral gel
|
|||
|
42
|
Mycecracin ointment
|
|||
|
43
|
Betnesol eye drop
|
|||
|
44
|
Auptachla eye drop
|
|||
|
45
|
Probita eye drop
|
|||
|
46
|
Lidosporin ear drop
|
|||
|
47
|
Autosporin ear drop
|
|||
|
48
|
Iodex
|
|||
|
49
|
Vicks
|
|||
|
50
|
Cicatrin powder
|
|||
PROCEDURE:
DATA FLOW DIAGRAM
|
||||
|
||||
|
|
Customer benefits
v
Availability 24/7, 365 days
Med-tech
provides its automated services for 24 hour a day, seven days a week and 365
days of year. Public holidays, strike or any other factor which can cause the
medical store to close for uncertain period of time are in effective on this
machine. The customers will not be sent back empty handed.
v
Reliability
This
idea would be sold to one of main drug companies of Pakistan, functioning in
Multan. Since the name of the purchaser would be on the machines, the
reliability would totally lie in its end. All the procedure to implement the
safety standards would be taken café of under the supervision of the company,
these include, loading of non-expired material, keeping the inventory of
machines up to date etc.
The
machine would also be using drugs only of the renowned national companies, such
as Abbot, Roche, glxo smith etc.
v
Easy to use
The
user interface for this is as simple as an ATM machine. The customer is
required to insert the debit-credit card in the slot, select the medication
from the touch screen panel and receive it form the quick dispensing dropping
box. This easy interface helps even the
layman segment customers to use the machine.
v
Debit and credit card supported
The
machine is based on debit and credit card usage. These days almost every
professional has a debit/credit card. It is made so to prevent loss of paper
money by theft or customers usually prefer carrying single card instead of
bundle of cash. The machine operates as any card swapping machine in general
stores.
v
Urgent Care
The main purpose of using this machine is to entertain the customers in
case of emergency when no other medical store is open in the area. Easy user
interface will ensure quick and accurate delivery of required medication in
matter of min and the customer would be able to use to get better.
Warranties
and Guarantees
The guarantees lie with the purchasing company. Its goodwill and standard
procedures will be totally implemented. Also, if any changes are required in
the standards, the company would be disclosed with full knowledge of all its
aspects.
Uniqueness
We provide a unique and innovative procedure of medicine dispensing which
has never been used at national level before. This self selling/purchasing idea
is also attractive to the customers and prevents long waiting periods at common
medical stores. Also the prices are standard so that no bargaining time is
wasted.
Patent or trademark
protection
The idea of self
dispensing machines in Pakistan is registered by the Government of Pakistan
under section 105 of the Patents Ordinance, 2000.
Description
of production process
Raw materials
Medications will
be supplied by Roche Company, a well established firm in local medical
industries. It is a multinational firm and holds respectable status regarding
safety and security procedures. Raw material will be supplied by the company on
the basis of the certain calculated inventory re-order level. However any brand
of medicine supplied by other companies will be purchased according to the
forecasted needs.
Costs
|
Machine
Cost
|
||
|
|
Single Machine
|
Total Machines
|
|
Purchasing
|
1,000,000
|
3,000,000
|
|
Transport
|
20,000
|
60,000
|
|
Installation
|
2,000
|
6,000
|
|
Maintenance
|
20,000
|
60,000
|
|
Total
|
1,042,000
|
3,126,000
|
Key Suppliers
Instymeds would be the key
supplier of the machine. Accessories will be purchased locally from a NCR ATM
supplier. And for tablets we will purchase inventory from two main suppliers,
Javaidbrothers medical company and Balouch brothers, other supplier would be
considered on the basis of quality of the product.
Future product or service
offerings
For future, the variety of medicines provided
will be increased. Also different other products available at general drug
stores will be provided including Bandages, QarshiJohar Joshanda, and
Strepsils. Another category of items introduced will be the cleaning liquid for
lens, mouth wash and hand wash.
In the distribution field more machines at
different studied locations will be installed. The location will be chose by
carefully analyzing market trend, local population needs and local competition.
Marketing Strategy
Target Market
The product we are offering is
the medicine machine which will be used by our target customers for the cure of
their diseases through quick availability of these machines everywhere in your
city. Brand new machines will be used for this particular service to work at
its best and to provide customers with quality medicines. The target market is
the customers who avoid going far to get their medicines as per their busy
daily routines. Those who have to wait long hours in lines at pharmacy stores
and also those who don’t have transportation facilities.
So MED-TECH machine will be
available to customers 24/7 to help them in emergency situations.
Demographic Profile:
Men and women ( Age: 20 or above)
Education:
At least intermediate
Income: 8000-10,000
Occupation: lawyers, bankers, doctors etc.
Other significant customer characteristics:
Other significant customer characteristics
must be that:
·
They must be
knowledgeable enough about the use and significance of certain machine
·
They have decision
making power
·
They know
the importance of their need and the easy access of the product/service we are
providing them.
Customers’
motivation to buy:
MED-TECH machine is the only product that is
accessible to you 24 hours a day which prevents you from waiting for log hours
to get certain medicines and ensures safety and quick service just on a single
click.
Market size and
trends:
Market size will include 3 locations:
·
Multan Cantt
(approx. 20000 population)
·
Gulgasht
colony ( approx. 10000 population)
·
Khanewal road ( approx. 15000 population)
Trends
It is the new and innovative idea in medicine
industry that will help customers and its stakeholders sustain healthy
lifestyle through easy reach of machines.
Growing or
shrinking:
This new machine is expected to grow in near
future because of its new and unique features, easy access, convenience, safety
and quality service to customers. And because this is growing fast in western
world so it is expected to develop faster in Pakistan too.
Advertising
and promotion
Media
·
Electronic
media such as television for advertising.
·
Newspaper
·
Radio
All the above mentioned media will be used
for MED-TECH machine’s advertising and promotion.
Frequency
of usage:
MED-TECH
machine - The beginning of frequency treatment in energetic medicine
The MED-TECH
machine is a newly developed machine in the market. The Med-Tech machine
works like an ATM machine where the user enters his/her required medicine name
and immediately gets it there. This machine is a pioneer today and is the basis
of energetic medicine.
The
medicines our customer will get will help them to kill bacteria or viruses
without causing any damages. The Med-Tech machine produces possible health
benefits for varied diseases, both chronic and infectious. Though the first
Med-Tech machines would be containing medicines used on diseases such as fever,
influenza, diarrhea and blood pressure etc.
PLANS FOR GENERATING PUBLICITY
We adopt three techniques for
generating publicity of Med-Tech machine:
v Special Events
Hosting
a special event is our first plan to generate publicity for our product
(machine). As there are many ways to generate free publicity for events that
are open to the public and many websites and newspapers have special sections
dedicated to community events so we will submit information regarding our
product that is scheduled for publication consideration.
For
example, if we are opening/launching in a new location, we might consider
holding a ribbon cutting ceremony and any pre-event publicity we generate
can also boost our business, and we will enjoy the added benefit of giving
customers and prospective customers a good excuse to visit your business.
v Public Speaking Engagements
We
would be hiring schedule speakers for weekly or monthly meetings to come up
with idea for an interesting topic that is related to our business offer to
speak to local organizations and others.The speaking engagement itself will
give us an opportunity to make contacts and let a new group of people know
about our company.
v Cause Marketing
We
will create awareness about this particular machine to different hospitals and
private doctors and through providing brochures everywhere showing that we are
able to do something for the good of the community. Doing this will have a
positive impact on our product’s image.
 |
 |
|||
 |
|||
 |
Desired image in
Market
Because of
the proliferation of new technologies and new products, users are bombarded
with choices and have a difficult time differentiating and selecting the best
of many alternatives. Med-Tech being an innovative machine aims at recognition
and selling well.
The solution
to it is positioning: creating a desired image for a company and its products
within a chosen user segment. The positioning process further helps Med-tech
deal with such problems as limited product life cycles, limited lead times
before competitors respond with equal or greater improvements, as well as the
desire to control new technologies introduced during a short time period or to
a particular target market. So we have already focused on the desired image of
Med-tech machine by positioning it in fast growing areas (populated) of Multan
such as Cantt, Gulgasht and Khanewal road.
Our product is new
and unique to market as having no competitors at its start so there will be no
difficulty to check who are much less familiar with the
products and the market?
LAYOUT
|
Med
Tech (Location and layout)
|
||||||||||||
|
|
location 1
|
location 2
|
location 3
|
|||||||||
|
Cantt,Beside Sultan
Sons
|
Opp Pizza Hut
|
Beside Food Festivel
Opp multan pump
|
||||||||||
|
Demograohic
analysis of location
|
||||||||||||
|
Education
|
Mostly graduate people
|
Average graduate
people
|
Mostly undergraduate
|
|||||||||
|
Status
|
Upper classs,Middle class
|
Upper Middle,Middle
Middle
|
Middle Class
|
|||||||||
|
Occupation
|
Mostly Business Class
|
Job holders, Business
Class
|
Mix
|
|||||||||
|
Average size of family
|
5 per family
|
5 to 7
|
6 to 8
|
|||||||||
|
Gender
|
55% Female 45% Male
|
Almost equal
|
52% Female 48% Male
|
|||||||||
|
Traffic
Count
|
||||||||||||
|
Cars per minute
|
35 Cars
|
30 Cars
|
50 cars
|
|||||||||
|
Bikes per minute
|
40 Bikes
|
35 Bkes
|
40 Bikes
|
|||||||||
|
Pedestrains per minute
|
50
|
30
|
35
|
|||||||||
|
Rental
rates
|
|
|
|
|||||||||
|
Besides shop
|
16500 Rs per month
|
13000 Rs per month
|
13500 Rs per month
|
|||||||||
|
Labor Needs and supply
|
|
|
|
|
|
|
|
|||||
|
Lobour
|
2 labour
|
|
|
|
|
|
|
|
|
|||
|
Cement
|
7
|
|
|
|
|
|
|
|
|
|||
|
Sand
|
20ft
|
|
|
|
|
|
|
|
|
|||
|
Crush
|
40ft
|
|
|
|
|
|
|
|
|
|||
|
Bricks
|
1280
|
|
|
|
|
|
|
|
|
|||
|
Iron Rod
|
200kg
|
|
35000
|
|
|
|
|
|
|
|||
|
Tile
|
64 sq. Ft
|
|
16000
|
|
|
|
|
|
|
|||
|
Paint
|
1 bucket
|
|
2000
|
|
Wiring
|
|
Glass
|
|||||
|
Wiring
|
40ft
|
|
4000
|
|
AC
|
1000
|
|
Material
|
26000
|
|||
|
Glass ( Wall & Door )
|
29200
|
|
29200
|
|
Regular
|
1000
|
|
Labour
|
3200
|
|||
|
Total
|
|
86200
|
258600
|
|
|
Board
|
1000
|
|
Labour
|
29200
|
||
|
Equipment
|
|
On requirement
|
|
Camera
|
300
|
|
|
|
||||
|
Electricity
connection
|
|
7000 Rs
|
|
Labour
|
700
|
|
|
|
||||
|
|
|
|
|
|
Total
|
4000
|
|
|
|
|||
|
Wage
rates
|
|
|
|
|
|
|
|
|||||
|
For labor per day
|
|
400 Rs, 5 days,2 lbr
|
|
|
|
|
|
|
||||
|
Electrician per day
|
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700,2 days
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Size
reqirements
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In sequare foot
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6x6
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6x6
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6x6
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Competitor Analysis
Existing competitors
o
Who are they? Create a competitive profile
matrix.
Med-Techs existing competitors are the all
main medical stores of local market, which include; Awan Medical Store,
khursheed Medical store, Pakistan medical store, Pharmacy Plus and many more.
Stores like these are located in all main markets of city in cluster form. Few
magical stores are functioning as a subsidiary of hospitals such as City
Hospital Pharmacy, Faisal Hospital Pharmacy, and CMH Pharmacy etc.
Strengths:
These
medical stores hold a large segment of population as they offer complimentary
products too such as first aid material and medical appliances for general use.
Moreover they rely on face to face interaction with the customers. They tend to
have strong and long relationships with customers and also uses large shop area
to enhance the environment.
These
medical stores have large variety of drugs available for the customers. These
also include the drugs which cannot be sold without proper prescription e.g sleeping
pills.
Weakness:
These
medical stores usually lack immediate response technique in dealing with
customers. This is mostly disliked by the customers. Also in face to face
interaction customers can be affected negatively by the attitude of the salesperson.
Another
weakness would be the closing time. All medical apart from the ones on '
Nishter Road ' are closed around 12.00 am. This causes unavailability to
customers during rest of the night and till 9.00am next morning
Questionnaire for CPM
Name
__________________
Age
___________________
Monthly Income
___________________
Occupation
___________________
How often you visit a medical store in a week?
Ans:
Rate the following factors according to your preference:
1-
Low Preference
5-
High Preference
·
Quality 1 2 3 4 5
·
Financial position 1 2 3 4 5
·
Market share 1 2 3 4 5
·
Technology/innovation 1 2 3 4 5
·
Response time 1 2 3 4 5
·
Prices in shortages 1 2 3 4 5
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