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India’s Foreign Trade
April 2025 Examination
Scenario:
Rex International Inc one of the Indian star house merchant exporters engaged in exports of various products which includes Agro, Industrial Chemicals, Pharmaceutical, building materials etc. successfully, they have found good opportunity to enter new segment Medical Devices. In this situation you will be offered a job to head the new segment which is medical devices, since you had good experience in the segment in Sales & Marketing of these products. In this situation how do you go about establishing the new segment of Rex International Inc, overseas step-by step. You choose any one specific overseas target market of your choice.
- Explain how do you work on the initial ground work like market selection, identification & appointment of local distributor etc. in the new assignment and new segment of medical devices by Rex International Inc for overseas market. (10 Marks)
Ans 1.
Introduction
Expanding into a new market segment requires a strategic approach that aligns with the company’s strengths and market demands. Rex International Inc, a well-established Indian merchant exporter, has identified an opportunity in the medical devices segment. Given the company’s export experience in multiple product categories, leveraging existing expertise while adapting to the regulatory and commercial requirements of the medical devices industry is crucial. Selecting the right overseas market is the first critical step, followed by establishing distribution channels, regulatory approvals, and competitive positioning. For this expansion, I choose Germany as the target market due to its strong healthcare infrastructure, demand for high-quality medical
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- Explain how do you work on the competitions in each of the market and what is the method you will adopt to get secondary & primary from each of the market. (10 Marks)
Ans 2.
Introduction
Expanding into a new market like Germany in the medical devices sector requires a comprehensive understanding of the competition. The German market is highly competitive, dominated by multinational corporations such as Siemens Healthineers, B. Braun, and Dräger, along with several mid-sized specialized firms. To establish Rex International Inc in this environment, it is essential to analyze the competition effectively, identify gaps in the market, and position the company strategically. A combination of secondary and primary research methods will be used to
3a. Briefly explain how selling & marketing of medical devices are different from products from other segments like Agro, Industrial Chemicals, Building Materials etc. (5 Marks)
Ans 3a.
Introduction
The marketing and sales approach for medical devices differs significantly from segments like agro-products, industrial chemicals, and building materials. Unlike these industries, where products are often standardized and sold based on cost and bulk requirements, medical devices require a highly regulated, customer-centric, and technical approach. The sales process involves multiple stakeholders, including hospitals, regulatory bodies, and healthcare professionals, making it more complex and
- Work out briefly market entry strategy for any chosen market for this segment of products. (5 Marks)
Ans 3b.
Introduction
Expanding into the German medical devices market requires a structured market entry strategy that aligns with regulatory requirements, distribution models, and customer engagement. Given Germany’s strong healthcare infrastructure and stringent regulatory framework, a step-by-step approach is necessary to
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