ips with the customers and the development of a better website will allow PharmQuip to gather useful customer data and retain the customers’ loyalty. The global healthcare equipment industry is anticipated to grow around 5% more till the year 2012. Therefore this is the best opportunity for the company to go global and increase its market share. The developing countries such as Pakistan, India and Malaysia are the most attractive markets because these markets are not concentrated, hence, the demand for healthcare equipment for the disabled will be much higher than in developed countries. NGOs have played another role in creating demand for healthcare equipment as 1500 jobs were created in India in 2005 for the handicaps. The physically challenged individuals who go to jobs or are living alone are the main target segment for PharQuip. Although the international expansion looks very attractive at first glance but it presents a number of issues. As the PharmQuip business will enter the global arena, it will require more ICT resources and streamlining of the current processes to meet the demand of international healthcare retailers and chemists.
The company will need to employ more security measures to enhance the current payment system for its B2B customers. Security of customer data and supplier information will also be needed and will require significant expenditure when the company goes global. A higher budget will be required to advertise and for the promotional strategy to be implemented in all the countries where the company will operate. The single greatest risk that the company faces is from the changes in technologies and introduction of lower cost healthcare equipment.
New regulatory requirements can be introduced in the countries which can harm the business. Other risks are the changes in the market dynamics, introduction of alternatives to healthcare equipments and breakthroughs in biotechnologies which can cure the physical disabilities of the