Marketing Case

I. Introduction

A.) Company Information (brief)

B.) Cancer detection (product/service being sold)

C.) GE in Ethiopia

1.) Past global expansions

2.) Main focus of expansion plan

II. Ethiopia

A.) Culture

1.) Over 94 million citizens

2.) Most populous landlocked country in world & 2nd in Africa

3.) 80 ethnic groups

4.) Extreme poverty

5.) Poor sanitation

B.) Health Issues

1.) Approximately 2 Doctors per 100,000 people

2.) No cancer registry but clinical reports show 130,000+ cases per yr.

3.) Surpassed HIV deaths in 2013

III. GE’s product for cancer detection

A.) New technologies are affordable, comfortable, and accurate

B.) MBI

1.) Monitor and track treatment

2.) Detects disease reoccurrence

C.) ABUS & Seno Bright

1.) Breast cancer detection

2.) Increased 37.7% over mammograms alone

D.) Q Clear

1.) PET imaging

2.) Reliable evaluation tool

IV. Product/Service Marketing Plan

A.) How it will be marketed

1.) Local TV, newspapers, radio, mail carriers

2.) Free clinic days to boost word of mouth marketing

B.) Will be offered at a discount

1.) Grants

2.) Support from businesses worldwide

C.) Competitors

1.) Non existent

2.) Many charities want to help with cancer efforts in this area

V. Environmental Factors

A.) Political Factors/Restrictions

1.) Federal Parliamentary Republic

2.) Prime Minister

3.) Government supports economic growth

a.) Free markets

b.) Liberalized trade laws

c.) Owns all land and leases it

4.) Corporate tax rate at 30%

5.) Pharmaceuticals are exempt from the local “VAT” tax (sales tax)

6.) Extra taxes for imported items that compete with domestic goods

B.) Cultural Factors

1.) Poverty

2.) Lack of transportation

3.) Lacking human rights for women

VI. Final Recommendations