International Marketing Analysis Case Study by Nicky

International Marketing Analysis
A marketing analysis for Medmira Laboratories.
# 119955 | 1,420 words | 2 sources | MLA | 2010 | US
Published on May 31, 2010 in Business (Companies) , Business (Marketing) , Medical and Health (Drugs)

$19.95 Buy and instantly download this paper now


This paper addresses the problem as to whether Medmira should enter the over-the-counter market (OTC) either alone, through a partnership with a competitor, or not at all.

The Problem
Case Facts
Identification of "Regulatory" Issues
The Ethical Debate (Home and OTC sales of HIV Tests)
Final Considerations
Recognition of Opportunity
Competitors Identified
Discussion and Conclusion

From the Paper:

"I. Identification of 'Regulatory' Issues
The work of Sagebien and Whellams which is a case study entitled: "Medmira Laboratories: The U.S. OTC Design" (2006) relates a case scenario in which a individual who was building "a solid distribution network for Medmira Laboratories' and read an article concerning the FDA in relation to their consideration of OTC home testing for AIDS Virus and began to conceive how Medmira Laboratories might ..."capitalize on this opportunity." (Sagebien and Whellams, 2006) While the largest part of the company's products and services had been non over-the-counter (OTC) products this report acknowledges that should OTC testing be approved by the FDA that an entire new sector of the market in healthcare products and services would result and this included OTC at-home rapid diagnostic test kits for various illnesses and conditions. It would not be very easy for these new products to procure space on the shelf in pharmacies was also acknowledged. "

Sample of Sources Used:

  • MedMira to Commercialize Revolutionary New Diagnostic Technology Platform (2006) Immediate Release. Online available at:
  • Medmira Laboratories: The U.S. OTC Decision 9B06A024 (2006) Ivey Management Services. Richard Ivey School of Business.

Cite this Case Study:

APA Format

International Marketing Analysis (2010, May 31) Retrieved July 02, 2020, from

MLA Format

"International Marketing Analysis" 31 May 2010. Web. 02 July. 2020. <>