Target Country Selection and Channel Strategies in Latin America—The Case of a Taiwanese Medical Devices Company

• Main Authors: Peng, Chi-Yu, 彭棋鈺
• Other Authors: Yu, Chwo-Ming
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/8nuj4y

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 106 === Numerous Taiwanese companies pursue expansion to the international market mainly to achieve higher sales revenue, and emerging markets such as Latin America present great business attractiveness. In this research, a case study with the Taiwanese medical devices company ACS Medical Corporation is being presented to explain the process of evaluation and analysis when selecting the target country and the corresponding channel strategies. Secondary data analysis shows that Argentina is the most recommended target country for first entry in Latin America, with strong market potentials for medical devices, in this case, CPAP. It is recommended that ACS should adopt a direct exporting entry mode to Argentina, in collaboration with some local importers of the leading CPAP brand Philips Respironics. Additionally, the retailers that are suggested by sleep centers and doctors must definitely be approached. Furthermore, it is learnt that the presence of a showroom of products and device rental programs are important influencing factors in the consumer purchasing decision of a CPAP. The process of data gathering, evaluation and analysis in this research may also be a reference for those companies with similar interests in expanding business to the Latin American market.