The operational expansion to Iran : case of medicals international

Abstract

In the middle of an unstable region and an ongoing fierce competition among companies in order to gain market share and develop further. A question arise on how can a Lebanese company like Medicals International, which deals with selling and marketing health care items related to ophthalmology and dentistry remain ahead in the business and increase its sales numbers, thus; generating profits? Would its penetration of a foreign market like ban give it this advantage? If so, what are the steps that this company needs to adopt in order to gain a success story in the Islamic Republic? The experience gained from sales and marketing in general and specifically in the health care items represented by the products introduced by Medicals International, can give notice that continuous expansion through a very well organized plan can grant any company the ability to grow and develop in terms of profits, market share, company, image, regional and international recognition. During University learning years and from continuous professional experience, we have learned that when a company plans to penetrate a foreign market, all of its resources must be analyzed and the benefits and advantages from such action need to be tested. This thesis studied Medicals International resources related to human power, facilities and products introduced. Then a thorough analysis of the opportunities that Iran can offer to the company is undertaken, related to population (market size), infrastructure and laws that are supportive to foreign investment. Last, the risks behind investing in Iran assisted in making the decision to penetrate or not to the Islamic Republic. Finally, a financial forecasted analysis over a 4 year period helped in proving-the progress that Medicals can achieve if the management succeeded in supervising, the process, and when all resources are put.in the right place. This thesis has contributed to the welfare of Medicals International in terms of profits, image, overall growth and development. The results obtained prove that the company will gain profits after a 4-year period. In addition to being a guideline for success, this thesis has an academic value that can be interpreted in the fields of Management, Marketing, Sates and Strategy.