The entrance of biotechnology into medicine, especially driven by new genetic techniques, has led to promising new markets. Biotech companies are spending extraordinary sums in R&D before new technologies generate a return on the investment. In Germany alone biotech companies have spent more than half of their total revenues on R&D in 2008 which accounts for more than a billion Euros. Therefore it stands to reason for biotech companies to exploit as many markets – and thus as many countries – as possible to maximize the return on the investment.
In this academic paper Oxford Fertility Unit will serve as a representative example for red biotech companies. It is a Great Britain based fertility treatment and reproductive medicine company offering Assisted Reproductive Technology (ART) services. Entering the German market would call for a elaborate market entrance strategy as Oxford Fertility Unit would face challenging market uniquenesses derived from culture and politics for intstance. Hence, it serves as a great case study to exemplify such factors that arise when entering new markets outside the home country and how to deal with them. This paper will focus on the analysis of these factors as a requisite to draft a market entrance strategy.
Table of Contents
List of Abbreviations
List of Figures
1. Introduction
2. Oxford Fertility Unit – Company Profile
3. The German Assisted Reproductive Treatment market
3.1 Market facts
3.2 Economical environment
3.3 Socio-cultural environment
3.4 Political/Legal environment
3.5 Technical environment
4. Market entry modes
5. Conclusions
Affix
Hofstede Cultural Dimensions
Sources
Monographs
Internet