GENICON

TRIADIC ANALYSIS Group 4

Ankit Anand
Shimee Gupta
Swati Geriani
Yogesh Choudhary
Yogesh Miglani
Introduction
Founded in 1998 in Orlando (Florida) by Gary Haberland
Original Equipment Manufacturer for large medical
device firms

Product: Premium priced high quality disposable

devices, pioneer in bringing quality products to the
market

Distribution: Western Europe, U.S., Central and South

America, some countries in Pacific Rim and Middle East
Objective
Dilemma for Haberland:
Option 1: Minimally Invasive Surgery (MIS) device
market in U.S.
Option 2: Fast growing international markets

List of Potential international markets:

Brazil
Russia
India
China
 Market Attractiveness
Factors for Countri Populat GDP GDP Expendit Size of Doing Life Compos
es ion (scale Growt ure on Market Business Expecta ite
consideration
Population (scaled) d) h Health (scaled Rank ncy Country
GDP (Scale (scaled) ) (scaled) (scaled) Score
d) Weight 0.1
GDP Growth Weight Weight Weight 0.1 Weight Weight
Expenditure on 0.3 0.2 Weight 0.1 0.1

health 0.1

Size of medical
device market Brazil 0.1469 0.3388 0.2903 1 0.4186 0.65 0.9826 0.44598
Doing business Russia 0.1067 0.2609 0.4623 0.8148 0.693 0.71 0.9327 0.44547
Life expectancy India 0.9104 0.2568 0.8817 0.5308 0.3174 0.59 0.8997 0.64644
China 1 1 1 0.6173 1 1 1 0.96173

Based on the Market Attractiveness Analysis, we observe Genicon should enter

China market
 Risk Assessment
Factors for Countri IP Regulato Corrupti Governm Market Exchange Composi
es protectio ry on ent demand rate te
consideration
IP protection n (scaled) Approval (scaled) stability risk fluctuatio Country
Swiftness of (scaled) (scaled) (scaled) n (scaled) Score
regulatory approval Weight 0.2 Weight -0.3 Weight Weight Weight Weight 0.1
Corruption -0.1 0.15 0.15
Government
stability
Brazil 0.6 1 1 0.6 0.17 0.65 0.6955
Market demand risk
Exchange rate Russia 0.4 0.6 0.63 0.8 0.14 0.71 0.544
fluctuation risk
India 0.8 0.8 0.82 0.6 0.18 0.59 0.639

China 1 0.4 0.95 1 1 1 0.815

Based on the Risk Assessment Analysis, we observe Genicon should enter China
market
 Competitive Advantage
Factors for consideration Weigh
Risk/Country Brazil Russia India China
t
Firm Strategy,
0.83 0.92 0.94 1 0.35
Firm Structure, and Rivalry
Strategy, Competitors 0.83 0.91 0.88 1
Structure Concentrated/Fragmented 0.78 0.89 1 0.95
and Local players 0.89 0.91 0.94 0.98
Rivalry
Determin Demand ( per capita
Factor Demand expenditure on medical0.55 1 0.1 0.2 0.2
ants of
Conditio conditio devices)
National
ns ns
Competiti
ve Supply Chain
0.93 0.75 0.32 1.00 0.2
Advantag
Related (Resilience Index)
e and
Supportin Factor Conditions
g Talent Pool
0.6 0.9 0.2 1 0.125
Industrie Innovation
0.02 0.18 0.37 1 0.125
s Competitive advantage analysis, we observe Genicon should enter
Based on the
China market
Competitive Advantage
Score 0.669 0.809 0.479 0.833
 Triadic Analysis
Brazil India China Russia Weightage
Risk
Assessment 0.696 0.544 0.639 0.815 0.33
Market
Attractivene
ss 0.446 0.646 0.962 0.445 0.33
Competitive
Advantage 0.669 0.479 0.833 0.809 0.33
Triadic
Analysis:
Composite
Score 0.604 0.556 0.811 0.689

Based on the Triadic analysis ( comprising of Market Attractiveness, Competitive

Advantage of international markets and risk assessment), we recommend Genicon
should enter China market
THANK
YOU