This document summarizes information about the Micro Lab 300 clinical chemistry analyzer from Merck in Pakistan. Merck has operated in Pakistan for 50 years through locations in Karachi, Lahore, and Quetta. The Micro Lab 300 extends the reputation of Merck's Micro Lab family as a true semi-automated analyzer designed for clinical chemistry rather than as a standard photometer. It offers strengths like convenient software, ease of operation, and low maintenance costs, but weaknesses in software issues and difficulty replacing faulty hardware. The target market includes major private and public laboratories, with competition from brands like Bio Tech and Beta Lab.
2. MERCK GROUP, GERMANY
Merck: A leader in pharmaceuticals, chemicals and life science. Merck ranks among the
world’s leading pharmaceuticals. They operate businesses in four divisions: Merck
biopharmaceuticals, consumer health pharmaceuticals, high-tech chemicals and Merck
life science tools.
3. Merck has been active in Pakistan since 1962, when the first representation
was opened. Merck in Pakistan operates as a fully owned multinational
company, completing its golden journey of 50 years in the country with
approximately 1,000 employees.:
The company is ISO 9001: 2008, ISO 14001: 2004, OHSAS 18001: 2007, ISO
27001: 2005, ISO 20000: 2005, CGMP certified and present at three major
locations: Karachi (Head office, soft gel factory and chemical warehouse),
Lahore (distribution center and main warehouse) and Quetta (main factory).
4. “"Our aspiration is to make great things happen.”
The sentence of our Mission Statement also applies to our values and
shapes the way the company is managed.
The corporate strategy is targeted to success, but equally respects the
interests of employees, customers, investors, and society.
.
MISSION STATEMENT, VALUES, STRATEGY
5. What is Micro Lab 300!
The new Micro lab 300. A true semi-automated
clinical chemistry analyzer in all its glory. A system
that is designed as a clinical chemistry analyzer and
not as a standard photometer. That’s what makes
the difference! The new Micro lab 300 extends the
excellent reputation of the Micro lab family which
tens of thousands of users all over the world can
confirm to you.
6. SWOT Analysis
STRENGTHS:
•True user orientated software: for convenience;
•Full size keyboard and full size display: ease of operation;
•In-built printer: no add-on parts and saves lab space;
•High reliability and almost no need for maintenance parts: low maintenance cost;
•No warm-up time: always ready to operate.
WEAKNESSES:
•Software oriented when software is corrupt it is very difficult to get the log of the system
•If any part of Hardware becomes faulty, it is very difficult to replace it as it takes time to arrange from outside
the country.
•Skilled lab technician is required to operate.
•Cannot be used roughly being a sophisticated machine
OPPORTUNITIES:
•New Product. In local hospitals it can be used in Medical labs
•High speed results: It can replace existing manual system of testing.
THREATS:
•New products are coming which can replace the product
•There are also other competitors in Pakistan Market which can copy the features of the product
7. Product:
In medium sized and small laboratories, the simplicity and the versatility of the Micro lab-300 will cater to
all your test requirements while increasing productivity.
Price:
The price of the product ranges between Rs.350,000/- to Rs.500,000/- in Pakistan.
Promotion
Promotion is made through corporate Social responsibility workshops, seminars of health care and through
awareness program provided to the people.
Also company provide the equipment on trial basis to different labs in Pakistan to understand the working
capacity of the product.
Initial Survey
launch delegation of Specialist in Pathologist
Place
There are different places where our product is available for sale in Pakistan and the equipment can be sold
to any public or private Labs in Pakistan.
Also available in Afghanistan which import from Pakistan
8. TARGET MARKET
Targeted to Main Laboratory Service
Aga Khan,
Khan Lab,
Hussani Lab
Volunteer Lab
Dr Khalid Lab
Dow Lab
Secondary & Tertiary Hospital
.
Major Competitor’s of the Product
Bio Tech, Germany
Beta Lab, Germany
S
EJAZUDDIN & CO
SMS(Sturbridge Metallurgical Services) Laboratory Equipment
Positioning of Product
The ranking of the product is very good and comes under the top ranking among major suppliers of the above product.
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