Case Example

Evaluate an Alliance Opportunity in Indian Medical Devices (Equipment) Market for a Leading Indian manufacturer of photographic materials

Client Challenge

The client is India’s leading manufacturer of photographic and medical photographic products.
The client was considering entering new product segments within the Indian medical devices market. UC was asked to help the client by the way of following:-
● Selecting product opportunities for the Indian market which can leverage client’s strengths and which have attractive market opportunity
● Short list foreign partners with the relevant short listed products who are willing to enter the Indian market through partnerships, can adapt to the needs of the Indian market, have competitive advantages and best fit client’s new product strategy

Our Approach

In order to evaluate an alliance opportunity, UC used the following approach:
● As a part of the engagement, conducted a detailed primary and secondary research, interviewed more than 140 industry respondents across:
- Distributors
- Importers
- OEMs
- Customers and Potential customers
- Potential alliance candidates
● Understood management’s hypothesis
● Built an understanding of current business, performance strengths and weaknesses
● Undertook an initial opportunity screening:
- Developed and categorised long list of medical equipment
- Finalised framework for short listing and conduct primary research
- Short listed products for detailed evaluation phase
● Detailed evaluation and short listing of products:
- Conducted market analysis and map competitive landscape of each shortlisted product
- Examined the customer purchase dynamics and distributor dynamics
- Assessed availability of potential partners for products
- Conducted final short list of product opportunities
● Defined partner selection criteria:
- Determined the key selection criteria and their relative importance
- Developed a partner screening framework
● Screening of potential partners based on evaluation:
- Developed a long list of potential partners
- Researched and analysed the long list of potential partners
- Crafted a value proposition on behalf of the client
- Determine the fit with client’s new product/product expansion strategy
- Short list the partners based on the framework developed
- Created a detailed business profile of each of the shortlisted partner company

Our Impact

The client not only received a detailed evaluation assessment of for the medical devices opportunity but also received the final list of potential partner to alliance with for diversification of its business