As part of our International Marketing class and an HBR case study we review the potential choices for entering a new market for Genicon.

1. A Surgical Strike into Emerging Markets
2/7/2014
Lu Fang
Maura Hickey
Michael Rowland
Karen Wellman
Lili Zhao

2. 1
BACKGROUND
GENICON, founded in 1998 in Orlando, FL by Gary Haberland, began as an Original Equipment Manufacturer
and produced products for larger medical device firms with their own brand labeling. GENICON offers
premium-priced high-quality disposable devices. GENICON took the initiative to bring product directly to the
surgical market in the U.S. and abroad and hasn’t looked back since. Currently GENICON distributes medical
devices within Western Europe, the U.S., Central and South America, as well as through several countries in
the Pacific Rim and the Middle East. Most of GENICON’s future growth is expected to come from these
international markets which are growing at a faster pace than the U.S.
OVERVIEW
Haberland knew that GENICONs success had come from its international distribution strategy; he also knew
that the minimally invasive surgery (MIS) device market in the U.S. was the largest in the world but
international markets were expected to grow at a much faster rate.
Haberland and his team have narrowed the list of potential markets to Brazil, Russia, India and China. The
question remains, which market should GENICON enter into and what is the best method of entry? The
following analysis on each country will provide insights on the elements most important to GENICON such as
taxes/tariffs, government regulations, exchange rates, corruption and the ease of doing business. Each
country will be evaluated and rated on economy, technology, social, political, and regulatory considerations.
Because GENICON is relatively small compared to the competition and the fees/cost of entry into new
markets, it is critical the team choose the right county.

3. 2
INDIA
India is the fastest growing country in terms of population growth. The importation of medical devices in India
has reached almost 75% according to a report released by the Indian Chambers of Commerce and Industry
(FICCI). The report adds that India still faces a fragmented healthcare system; the majority of the population
has limited or little access to quality healthcare while high-quality health care is offered for middle-class and
“medical tourists” who come to India for medical treatment. The cost of major surgeries in India is much lower
than the same surgery in many more developed countries. Yet the cost of treatments for the Indian
population are still largely unaffordable; almost 80% of urban households and 90% of rural households are
estimated to find average cost of in-patient treatment to be almost half of their annual household
expenditure. India faces a deficit in the medical care infrastructure and a shortage of human resources. The
government recognizes the need to improve as evidenced by this report; however they have been somewhat
slow to react. (See figures 1 - 2) The Medical Device Regulatory Authority (MDRA) was dissolved and India is in
the process of implementing new regulations. A critical problems facing India's economy is the sharp and
growing regional variations among India's different states in terms of income, poverty, availability of
infrastructure and socio-economic development.
METHOD OF ENTRY
Healthcare is delivered via the private and public sector, the private sector is growing at a faster pace.
Currently there is relatively little to no restrictions on foreign investments: final procedures and guidelines
have not been established yet. The government purchases are bureaucratic and the process can be lengthy
but the private sector usually has a faster purchasing process. Many U.S. hospital equipment/supply
companies have opened operations in India to support the growth occurring there. We recommend exporting
as there is loose regulations and potential to partner with these U.S. companies for distribution.

4. 3
The advantages of entering India are as follows:
 India is the fastest growing population and 2nd
largest medical device market in B.R.I.C. countries.
 Medical tourism in India is expected to increase to 3.9BN in 2014.
 India has a great need for medical devices; there is opportunity as India imports are at almost 75%.
 The Indian government has undertaken initiatives in the public health sector, focusing on improving
infrastructure, health facilities, encouraging foreign investment for by having fewer restrictions.
 Rising incomes, increase in lifestyle diseases, more affordability and accessibility of health insurance
continues to fuel growth in India.
 Best currency exchange rate for imports into the B.R.I.C. countries at 62.28 to 1.
The disadvantages of entering India are as follows:
 Public expenditure on health is lower than the other B.R.I.C. countries.
 Ranked last in B.R.I.C. countries for ease of doing business at #134.
 Potential political instability leading up to the general elections next year according to Reuters.
 Although the process of registering medical devices has improved without official laws it is still
ambiguous. The public sector process is still largely bureaucratic.
 Low priority by the government: ~4% of the fiscal capacity is allocated to health (only 9 countries out of
the 191 covered report a lower number).
 Concern that growth in medical device market will not be sustainable if improvement is not made to the
medical infrastructure and investment is not made in increasing human capital.
 Price sensitivity/currency exchange might cause India to turn to cheaper suppliers (China) as we are
premium priced disposables.

5. 4
FIGURE 1- INDIA’S IDENTIFIED KEY HEALTH ISSUES AND RATE OF PROGESS

6. 5
FIGURE 2 – CURRENT INDIAN INFASTRUCE DEFICIT
FIGURE 3- MEDICAL DEVICE MARKET IN INDIA

7. 6
CHINA
China has become the world’s second largest market for medical devices imports at 12.6BN and is expected to
grow at an avg of 20% for the next three years (the U.S. Commercial Service medical device market is valued at
30BN). China currently has the largest GDP and growth of the B.R.I.C. countries. China has a large population,
with many of them aging. Much like India, China faces issues with uneven economic development, levels of
insurance, access and people’s awareness. The health care system is highly centralized but the private sector is
on the rise with the Ministry of Health promoting these institutions to aid with the shortage of resources. The
government has been investing since 2009 to improve the healthcare system. Currently, the U.S. is the largest
importer of medical devices in China (see figure 4 below). The strength of patent protection is relatively low
when compared with more developed countries, as Patent Law language remains far from clear, allowing for
ambiguous rulings. The Chinese view foreign medical device companies are more credible. Domestic suppliers
provide low to mid-range products while imports provide the high-end products. Some Chinese firms are
starting to consolidate and improving their quality to compete in the middle tier device range. Currently
Siemens, Phillips and GE export to China.
METHOD OF ENTRY
The Chinese Food and Drug Administration have a system for device registration but are stricter on medical
devices than the U.S. The process can take from one to three years. We suggest importing at this time and
possibly looking at some Chinese companies competing in the middle tier for joint ventures in the future. The
countries distribution channels are fragmented into the North and the South so it may be necessary to work
with multiple distributors which may require more man hours and investments.

8. 7
The advantages of entering China are as follows:
 China has the largest population of the B.R.I.C. countries and fastest growing GDP.
 China was ranked #96 in the ease of doing business – better than Brazil and India.
 China has world’s second largest medical device market.
 Government investment in health care improvement/reform since 2009 and increased promotion of the
private sector.
 Political/corruption risk is relatively low.
The disadvantages of entering China are as follows:
 Increased competition from domestic producers on price. And major U.S. players already present.
 Patent protection - It is common for local players to ignore product patents and quickly adapt high value-
added imported medical devices to local needs and aggressively promote their own products in order to
gain significant local market share and ‘first-mover’ advantage.
 Can be extensive delays in the registration process with the CFDA.
 Shortage of medical personnel and infrastructure might impact growth in this market.
 Low population growth expected for China.
 Need to work with multiple distributors to cover the country.
 Yuan is 2nd
weakest in B.R.I.C. countries and is okay against the dollar for imports.

9. 8
FIGURE 4- MEDICAL DEVICE MARKET IN CHINA
FIGURE 5- CHINA’S IMPORTATION OF MEDICAL DEVICES

10. 9
BRAZIL
Brazil is Latin America’s largest medical device market and the B.R.I.C. countries second largest market valued
at 3BN. Brazil’s population growth is almost flat at .9% and its citizens are starting to age. It is the third largest
B.R.I.C. country in terms of GDP and has not been experiencing any growth this last year. The United States
accounts for approximately 30% of the import market, mainly by using local agents, distributors and importers
who sell to hospitals and clinics.
METHOD OF ENTRY
Per the U.S. Commercial Service Healthcare Resources Guide, “For medical products, it is necessary to have a
local agent or distributor to import products from manufacturers. Because of regional economic disparities,
varying states of infrastructure, and a host of other issues, it is often difficult to find one distributor that has
complete national coverage. Either setting up a company in Brazil or acquiring an existing entity is an
investment option for Brazil. Companies are also joint venturing with Brazilian industries for final assembling
and packaging of products. This process reduces import duties and documentations that are required for
finished goods.” The report also notes, “Brazil’s business culture relies heavily on the development of strong
personal relationships. Companies need a local presence and must invest time in developing relationships in
Brazil. The U.S. Commercial Service encourages U.S. companies visiting Brazil to meet one-on-one with
potential partners. It is essential to work through a qualified representative or distributor when developing
the Brazilian market. Some firms establish an office or joint venture in Brazil. It is very difficult for U.S.
companies to get involved in public sector procurement without a local Brazilian partner. Medical products in
Brazil are highly regulated by ANIVSA, the Brazilian counterpart of FDA but they generally accept international
certifications. Tariffs on medical devices are the highest, on average 12.3%. Armed with this information we
recommend a joint venture to produce the medical devices locally.

11. 10
The advantages of entering Brazil are as follows:
 There is high demand/consumption for innovative disposable and surgical products.
 The medical device segment should see double digit annual growth this year.
 Health care expenditure % of GDP surpasses that of China and India.
 High government spending in the healthcare sector.
 The product registration process can be swift taking an average of 10 months and relatively cheap.
 Still a high demand for medical devices with relatively low competition from domestic producers.
 Exchange rate is relatively weak compared to the other B.R.I.C. countries but can be used as a benefit with
investments involved in joint ventures (real estate costs, fees etc.)
The disadvantages of entering Brazil are as follows:
 Crime/corruption is a concern with high in cargo theft for sale of black market items.
 Political violence is a concern.
 GDP has experienced negative growth over the last year as the economy relies highly on consumer
spending and credit.
 Highly fragmented distribution and cultural norms require GENICON to find a partner for a joint venture
with (manpower hours and resources).
 High tariffs if the exporting route is chosen.
 Second lowest Ease of Doing Business ranking at 116.

12. 11
FIGURE 6- BRAZIL’S GROWTH OF DEVICE IMPORTS AND HEALTH EXPENDITURE

13. 12
RUSSIA
Russia represents the smallest medical device market and population of all the B.R.I.C. countries. It may also
be the most underserved of them all; it is estimated that only twenty percent of the population has access to
medical care. In addition, reports suggest that almost two-thirds of the medical equipment and devices used
in public clinics and hospitals are obsolete and need replacement. Two percent of all medical facilities are in
hazardous conditions. Russian medical device manufacturers are generally small and undercapitalized, and
tend to produce obsolete products; they can only compete with Western products in terms of cost. However,
Russia’s healthcare system is evolving rapidly and receiving increased attention from the government. In
January 2013, the government approved a strategy that will aid the development of innovative products and
their introduction into the healthcare system until 2025. Russia has a reputation for being corrupt when it
comes to healthcare policies and practices On the political front recently there has been tension between U.S.
- Russian relations. Putin has tightened restrictions on freedom and human rights.
METHOD OF ENTRY
Currently Russia imports 60% of its medical devices. U.S. equipment comprises 20-25% of Russia's imports,
indicating room for U.S. companies to grow market share. Russia became a member of the World Trade
Organization (WTO) in 2012, which is a sign of improving trade relations with the rest of the world. Russia’s
membership in the WTO provides significant commercial opportunities for U.S. exporters: they will have more
certain and predictable market access as a result of Russia’s commitment to bind all of its tariffs on medical
equipment: Russia’s average tariff on medical equipment will be 4.3 percent. Russia also agreed to apply non-
tariff measures in a uniform and transparent manner. Russia had to implement many trade liberalizing
obligations. All medical devices must be registered with the Federal Service of Health. The government is
looking to localize production of medical devices. We recommend exporting to reduce risk and investment.

14. 13
The advantages of entering Russia are as follows:
 Unmet demand for medical equipment and devices across the country.
 Ease of Doing Business ranked Russia at 92; higher than India, China and Brazil.
 Has the highest healthcare spending per GDP at 6.2% of all the B.R.I.C. countries.
 The Russian government is heavily investing in a national healthcare plan and developing innovative
products into their healthcare system until 2025.
 Domestic firms are not innovative or high-quality presenting opportunities for GENICON.
 Growing middle classes and mostly urbanized population.
 Low tariffs on medical devices as a result of WTO membership.
The disadvantages of entering Russia are as follows:
 Declining population growth.
 Corruption and bureaucracy in government and regulatory environment
 Although relatively strong compared to China and Brazil, weakening currency and instable inflation
 Russian government makes all the decisions regarding medical equipment purchases.
 GDP’s dependency on energy (oil) makes the economy venerable.
 Political relationship with U.S. and other countries at this time is a deterrent for foreign investors.
 Cheap competitors from China and Pakistan have entered the Russian market in high volumes.
 Significant investment of man hours to set up and maintain relationships with distributors.

15. 14
FIGURE 7- RUSSIA’S GROWTH OF GDP PER CAPITA
According to EY, Russia is home to 140 million consumers and is the most prosperous of the BRIC countries. 82% of all
households in Russia will be part of the middle class by 2015. Source: Global Insight, Rosstat

16. 15
SUMMARY
GENICON has been able to thrive as a provider of premium-priced disposible minimally invasive surgery devices by
expanding into international markets. Although the B.R.I.C . countries each have attractive qualities about them, we
were able to select a country through our in-dpeth analysis. China is a massive market for medical devices and seems
very appealing at first glance, however the lax enforcement of patent laws in combination with increased quality of
domestic suppliers can be a detterent. The process of registering products can take up to three years in China, wasting
precious resources and time for a small firm like GENICON. Russia offers many benefits as well inlcuding a growing
economy and desperite need for medical devices, however due to the political instability of the government under Putin
the investment into that country deems to risky for a firm such as GENICON. India with the expected population growth
and large market for medical devices makes India a tempting choice, but the leisurely approach of the government in
solving the healthcare infastructure and talent issues risks stunting the growth in this segemt. India also ranks last on the
ease of doing business for all of the B.R.I.C. countries and has an ambiguous regulatory process . India should be put on
the watch list for future expansion. We recommend entering the Brazil market. There is high demand
and/consumption for innovative disposable and surgical products which is one of GENICONs specialties. The
regulatory process is swift and cheap, which is a critical success factor for GENICON’s expansion plans, and
competition is relatively low both on the import and domestic fronts. We recommend entering via joint venture
with a local Brazilian firm. This will allow GENICON to overcome some of the culteral aspects of doing business in Brazil,
they can leverage the local firm’s expertise in distribution, crime avoidance and GENICON can view the relatively weak
Real as an advantage with investments involved in joint ventures (real estate costs, fees etc.). Through the
joint venture GENICON can also eliminate the high tariff costs that often increase the costs of U.S. firms
exporting medical devices. Partnering with a local firm will also reduce the difficulties in doing business in
Brazil as it was ranked the second lowest of all the B.R.I.C. countries.

17. 16
FIGURE 8 – TOP 10 EMERGING MARKETS
FIGURE 9 – POPULATION GROWTH THROUGH 2050

18. 17
FIGURE 10 – COMPARISON OF COUNTRIES
FIGURE 11 – COMPARISON OF COUNTRIES P-E-S-T-C-L ANALYSIS

19. 18
FIGURE 12 – COMPARISON OF COUNTRIES GEERT-HOFSTEDE INDEX

20. 19
WEB REFERENCES
GENICON WEBSITE http://geniconendo.com
FICCI REPORT http://www.ey.com/Publication/vwLUAssets/Universal_health_cover_for_India/$FILE/FICCI-
EY_Report_2012.pdf
http://www.buyusainfo.net/docs/x_682756.pdf
http://export.gov/industry/health/index.asp
http://export.gov/brazil/doingbusinessinbrazil/index.asp
Healthcare Technologies Resource Guide http://1.usa.gov/1fQyOvl
Emerging Medtech Markets http://www.wsgr.com/news/medicaldevice/pdf/latam.pdf
http://www.espicom.com/russia-medical-device-market
http://country-facts.findthedata.org
http://www.nationsencyclopedia.com/economies/Americas/Brazil
http://data.worldbank.org/indicator/IC.TAX.TOTL.CP.ZS/countries
http://brazilhealthcaremarket.blogspot.com/
http://data.worldbank.org/indicator
https://www.osac.gov
http://www.trade.gov/mas/ian/build/groups/public/@tg_ian/documents/webcontent/tg_ian_003453.pdf
http://www.usrussiatrade.org/documents/Sector%20Profile%20-%20Healthcare-Pharmaceuticals%20(2012-06).pdf
http://www.pmlive.com/pharma_intelligence/opportunities_in_the_medical_devices_sector_in_india_469843
http://www.globalintelligence.com/insights/all/the-best-opportunities-in-china-s-medical-devices-industry
http://blogs.reuters.com/breakingviews/2013/01/02/india-braces-for-last-year-of-political-stability/