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A Case Study Of Genicon's Ideal Market

Satisfactory Essays

The variables which I believe are important to take into consideration when making this decision includes: the number of health care centers and hospitals, governmental corruption, taxes, political risk, opportunity cost for new business development, industry growth rate, and a general “gut feeling” from reading the case. As a result of thorough analysis, I believe that Brazil is the most ideal market for Genicon to enter. This is because: there is a high demand for an innovative, disposable/surgical product which Genicon can cater to, the regulatory process is swift and cheap (which is critical for Genicon’s successful expansion plan), the competition is relatively weak on both the import and domestic fronts, and the country is experiencing an overall economic growth.

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