Richelet® Anti-Age Selenium ACE Progress 50 Setting up in Near East

Résumé du document

We were in charge of forecasting the opportunity that can represent the launching of one product of Richelet called Selenium ACE 50+ progress in the Lebanese and Jordan markets. This is what we are going to define through our report by presenting our strategic plan for Richelet doing business in Lebanon and Jordan following five different parts.

Firstly, we will analyze the both countries specificities in terms of geography, demography, economy, politics and business activities.
Secondly, we will present the company to which Richelet is belonging which is Merck Medication Familiale. Thirdly, we will present the product characteristics that we wish to launch in Lebanon and Jordan. Fourthly, we will analyze the market opportunities and threats in healthcare that Lebanon and Jordan are presenting. Through this market analysis we have made a benchmarking to see how we can position our product toward competitors in a way that create added value to the customers.

Finally, we will propose a strategic plan that Richelet could follow to set up its activities in Lebanon and Jordan. Thus, we have defined business objectives, marketing, communication and distribution strategies that can be followed. We have then translated our strategic plan into financial perspective to see if the launching of Selenium ACE 50+ progress can be profitable in Lebanon and Jordan. This financial part will show the costs and benefits that we can expect from this exportation. The final objective will be to decide if we yes or no it can be profitable for Richelet to set up its activities in Lebanon and Jordan.

Extraits

[...] As there is no official data concerning the food supplement market in Lebanon we have decided to analyze the opportunities in healthcare and pharmaceutical sectors. The country has world class hospitals, a burgeoning health tourism and cosmetic surgery sector, and spends 11% of GDP on healthcare. It's the highest rate in the MENA region (average of and higher than many upper- middle income countries such as France and Canada. Consequently Lebanon remains a regional leader in healthcare (British Embassy, 2009). [...]

[...] p.23 c. Technical description . p.24 d. Richelet selenium ACE 50 + UQP . p.25 Part 4. Market analysis Near East market . p.26 a. Market growth drivers . p Lebanese market analysis . p.28 a. Export opportunities in Lebanon . p.28 b. [...]

[...] The external trade of Jordan has been affected by the restriction applied to its natural partners. Indeed the Gaza strip and the West Bank are submitted to security regulation and acted against a potential growth of Jordanian GDP. This statement is proven when we look at the GDP percentage growth over the last three years. In 2008 the country saw a strong growth of and in 2009 the GDP was still growing but only by because of the events following the accession of the Hamas at the head of the Gaza strip. [...]

[...] Internet is in expansion but the consumers express little trust regarding the e-business. Indeed, there is still no legislation to protect the transactions and the telecommunications remain expensive. Yet, it could represent future opportunities as the Lebanon and Europe have put in place a mutual project to develop the e-business (Export enterprises SA, 2011). g. Market segmentation There are 26% of Lebanese citizens who belong to the superior class. This segment of population represents the potential consumers of food supplement which are intended to citizens with a minimum level of purchasing power. [...]

[...] Richelet laboratories have been purchased in 2002. The main distribution channels for these products are chemists, as well as retail chains, drug stores and mail order in some countries and certain markets. e. Market positioning and ambition On its market, Merck medication familiale is well performing taking into account the following key factors: Laboratory on the OTC market (IMS Dataview, 2010) - of market share Laboratory on the Food Supplements market (IMS Dataview, 2010) - 10,6% of market share Favorite laboratory of pharmacists (Sondage direct Medica, 2008) - Innovation, performance, sale help . [...]