SME Branding in the International Market: A Case Study Analysis

This report examines how Small and Medium Enterprises (SMEs) in the surgical instrument industry, specifically Acumen Surgical Company in Sialkot, Pakistan, can establish themselves as brands in the international market. The report delves into the structure of the surgical industry in Sialkot, highlighting the prevalence of SMEs and their export activities. It explores the nature of the surgical industry, including manufacturing processes and workforce considerations. The report also discusses relevant theories such as the trait theory and entrepreneur typologies to understand the factors driving SMEs towards industrialization and the key people involved. The analysis emphasizes the importance of identifying market needs, enhancing production capacity, and leveraging cooperation to achieve a competitive edge. Furthermore, the report highlights the significance of providing training and development to the workforce and the role of cluster programming in improving business performance. The objective is to provide insights into the measures needed to overcome the challenges associated with industrialization and develop SMEs as successful brands in the global market.

How SME's can develop
themselves as a brand in the
international market?

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
STRUCTURE OF SURGICAL INDUSTRY IN SIALKOT PAKISTAN......................................4
NATURE OF SURGICAL INDUSTRY.........................................................................................6
WHAT ARE SME's? WHAT IS THE NATURE OF SME's IN THE INDUSTRY IN SIALKOT?
..........................................................................................................................................................8
TRAIT THEORY...........................................................................................................................10
TYPOLOGIES OF ENTREPRENEURS- OWNER/MANAGER VS ENTREPRENEUR..........13
REFERENCES..............................................................................................................................16

INTRODUCTION
It can be evident that surgical industry is aiming to expand its operations in the
international market and thus enhance its functions and enter into international boundaries. SME
is termed as a small business enterprise and does not have large size operations in the market as
they possess a minimum number of employees working regarding attaining organisational goals.
However, it is significant for workers working in SME to assess the role and importance of
surgical instrument manufacturing sector, and thus suppliers can attain a competitive edge in the
industry (Jenkins, 2013). However, it is essential for a firm to enhance its supplies and thus
overcome the ineffectiveness regarding improving their business functions and enter into
international market. Also, SME needs to identify the market where they are operating as well as
assess the needs of surgical instruments so that proper delivery of products could be done to
satisfy the needs of consumers. Further, through such way it provides a chance to firm that they
can expand and enhance their business operations in the international market and attain global
position (Bridge and O'Neill, 2012). Thus, for such objective Acumen Surgical Company has
been selected which operates in Sialkot, Pakistan and deals in manufacturing surgical
instruments. However, it is a small business enterprise and aims to expand its operations in the
international market. Therefore, business needs to identify the needs and trends in the global
market so that they can enhance their production capacity so that competitive edge can be
gained. Also, firm aims to supply their products directly to the international market and thus
enhance business performance. However, it is crucial for the company to work in the cluster and
thus enhance existing resources so that they can obtain leveraging co-operation resources
regarding enhancing sales and profitability of firm in the market (Denscombe, 2014).
Moreover, it is considered that surgical industry is effectively operating in Sialkot
Pakistan, and thus it aims to evaluate the international market to develop the company as a brand.
With the help of this, it helps business to develop as a brand and thus improves manufacturing of
the surgical product in the market and thus build competitive advantage so that business
performance can be enhanced (Hopkins, 2012). However, it is also crucial for Acumen Surgical
Company aims to manufacture efficient surgical instruments and assess the scope and demand of
products in the international market so that it could be delivered to worldwide consumers. Thus,
it would result in enhancing the brand image and use different resources that are present perhaps
leveraging co-operation resources to obtain the best performance in the market. Also, it is

significant for Acumen to provide the best training and development to its workforce so that they
can enhance its functions and operations in a market and thus attain business performance. It also
raises the brand image of the company through entering into the global market. Surgical
manufacturing instruments aim to produce the best innovative products so that they can influence
consumers from worldwide market and helps in improving business performance (Balassa,
2014). Through producing and supplying products directly to international market will lead to
enter international market and expand its operations so that cluster could be formed using
existing resources perhaps by leveraging co-operations resources. It also leads to enhancing
business functions and thus improves surgical instruments market as demand for such goods is
increasing in the international market.
STRUCTURE OF SURGICAL INDUSTRY IN SIALKOT PAKISTAN
Surgical instruments industry in Sialkot Pakistan consists of about 2500 small, large and
medium-sized manufacturing businesses. However, depending upon the size of businesses it is
essential for the industry to provide in-house facilities and enhance the business functions
appropriately. It also provides employment to 50,000 employees who possess skills and semi-
skilled qualities. Also, it is evident that production of the industry can be distinguished within
two broad categories i.e. disposable instruments and reusable instruments so that market share of
businesses can be enhanced (Goss, 2015). It also leads to improving the efficiency of a firm in a
market and thus leads to enhancing business performance and attain best results. Further, the
majority of the reusable instruments manufactured within Sialkot are exported to the European
Countries. Thus, it is essential for Acumen Surgical Company operating in Sialkot, Pakistan aims
to enter the international market and thus improves it a business process so that they can deliver
appropriately quality instruments and thus lead to enhance business functions (Ackermann and
Audretsch, 2013).
Mainly surgical instruments manufactured within Sialkot Pakistan is being exported to
different European Countries, and thus it increases the chances of manufacturing firms to expand
its operations in the international market and thus leads to enhance sales and profitability of firm
in the market. However, it would aim firm to improve its export/import policy so that they can
improve business functions and thus result in enhancing efficiency so that surgical instruments'
industry could expand its operations in the international market (Carraher and Paridon, 2015).
Also, it would result in enhancing the efficiency of the firm in the market and improve its brand

image within surgical instruments manufacturing. This sector is flourishing and thus improving
the business performance in the market and thus leads to enhance the export trend of Sialkot
Pakistan Surgical industry and leads to improve business expansion and lead to attaining
organisational performance so that maximum resources can be utilised so that best results can be
attained. The disposable instruments market for Pakistan's disposable instruments is the USA.
Therefore, it is crucial for the enterprise to improve its business functions and thus aims to
enhance the brand image and thus focuses upon entering into global expansion so that business
efficiency can be attained (Dupas and Robinson, 2013).
Here, it is essential for the chamber of commerce functioning in Pakistan aims to
encourage SME to improve their efficiency and thus lead to enhance business performance in the
market. However, through such way it can lead to improving surgical instrument industry and
thus enter into the international market so that brand image of the firm can be enhanced.
Moreover, it is essential for surgical instrument industries operating in Sialkot, Pakistan to
identify its manufacturing capacity and thus improves its business performance so that export of
instruments can be enhanced in the international market. Thus, it increases sales and profitability
of firm in the market that leads to attaining desired goals (Casson, 2013).
The structure of surgical instruments industry focuses upon developing appropriately
imports and exports regarding go beyond national boundaries. However, it is significant for
industries to operate in the international market and thus enhance its business functions so that
efficiency can be enhanced up to a great extent (Forsgren and Johanson, 2014). Moreover, it is
significant for surgical instrument business to enlarge its functions and thus operate in the global
market so that they can deal in an effective and efficient way. Moreover, identifying the export
of surgical instruments from Pakistan to the USA and European Countries leads to enhance its
business operations and thus improves the global image in the market. Therefore, it is essential
for various SME operating in Sialkot Pakistan aims to enlarge its business functions and thus
leads to improve the business process so that set targets can be attained (Neubauer and Lank,
2016).
Moreover, the appropriate structure needs to be developed so that surgical instruments needs to
be extended to the international market. Through enhancing business operations from SME to the
global market, it leads to improving business performance and thus efficiency of the firm can be
improved. Also, it is essential for SME to enhance its business functions and thus involve skilled

workers so that they can improve business efficiency in the market and leads to attaining desired
results. Hence, it is the best way to which business can enhance its performance in the
international market. Acumen Surgical Company being an SME aims to develop themselves as a
brand and enhances its operations in international market so that they can perform efficiently and
improves work performance using cluster programming so that best results can be attained
(Ahmed, 2010).
NATURE OF SURGICAL INDUSTRY
The nature of surgical industry carries out effective manufacturing processes which
result in exposure to using innovative machinery and equipment so that they can effectively
drilling, grinding and carry out other activities so that it does not affect any human being. The
nature of work involves carrying out no protection to workers and thus no finance or incentive to
workers that affects their operations within the firm (Jenkins, 2013). However, providing
occupational health as a high priority business and thus leads to improve business efficiency that
would result into operating in the international market and enhance business performance in the
market. SME needs to provide proper workplace environment to its employees so that they can
be protected to overcome health issues and thus develop organisational performance. Therefore,
it is crucial for SME to expand its business functions and thus improve business operations so
that they can work efficiently regarding overcoming efficiency and leads to enhance sales and
profitability in the market (Bridge and O'Neill, 2012).
Moreover, nature of the surgical industry in Sialkot, Pakistan assesses that it involves
various children into manufacturing business and thus it affects business functions. Therefore, it
is essential for the company to involve skilled professionals so that they can avoid inefficiency
and improve effectiveness so that manufacturing of surgical instruments can be improved. It also
helps in avoiding illiterate families and children so that they can improve efficiency within
manufacturing process and thus enhance business functions so that best results can be attained.
Moreover, it is also significant for surgical instrument company to improve and enhance business
effectiveness so that business operations can be enhanced (Denscombe, 2014).
Also, the nature of the surgical industry to enhance its effectiveness and thus deal efficiently
with the manufacturing firm so that they can improve the efficiency and results in improving the
performance of the firm in the market. Therefore, it is essential for the business to improve its
efficiency and deal with improving business performance (Balassa, 2014). However, it is crucial

for the enterprise to focus on improving business performance and thus enlarge its business
activities so that they can enhance its brand image in the market. Also, it is crucial for the
enterprise to focus on SME functions and thus develop themselves as a brand in the international
market so that they can improve organisational performance regarding overcoming
ineffectiveness and thus leads to attaining business performance. It also uses several resources in
the form of the cluster and thus uses it within business functions so that business efficiency can
be enhanced. However, it is also significant for a small business enterprise to identify the size
and scope of surgical instruments as well as assess the demand for products in the international
market (Goss, 2015). Therefore, it helps in improving business efficiency so that it could lead to
overcome ineffectiveness and thus attain business targets. It could be assessed that Pakistan
surgical industry is flourishing in the international market and thus growing its business
functions regarding improving its importance and thus attain best results. However, it is essential
for companies to identify the growth and functions of surgical instruments as well as its demand
in international market so that accordingly products can be manufactured regarding enhancing
the sales and profitability of firm in the market (Carraher and Paridon, 2015).
Aim- How SME's can develop themselves as a brand in the international market?
Objectives-
 Factors that drive SME towards industrialisation
 Key people involves in SME manufactured of surgical instruments
 Measures to overcome the challenges associated with industrialisation
 Importance of export and import for SM
 Limitations in global expansion
 SME background
 SME in the international market
 Brand management of SME
 To assess the impact of import/export upon SME's operating in surgical industry
 To identify the role and importance of chamber of commerce in encouraging SME to
enhance their business functions
 To identify the benefits of EXIM policy in going beyond national boundaries
 To assess the importance of EXIM policy and helps surgical company to enter into global
market

 To recommend different ways through which surgical instruments industry could enter
into international market
WHAT ARE SME's? WHAT IS THE NATURE OF SME's IN THE
INDUSTRY IN SIALKOT?
Small and medium enterprises are considered as non-subsidiary, independent firms that employ
a fewer number of employees as compared to other organisations. However, the number varies
from across countries and thus it is essential for a business to operate in a limited number of
scale so that they can attain desired targets. SME are those businesses whose personnel limits
number falls below certain limits so that set targets can be attained (Komppula, 2014). Therefore,
it is different from large size businesses, and thus it is essential for them to employ number of
workers about improving business performance so that assigned task can be accomplished. SME
operates with a minimum number of workers and thus they are focused towards attaining
business targets. Hence, it is essential for SME to involve 10 to 50 workers and run their
operations within market so that success can be attained. The main strength of SME is that it is
essential for every business to identify its potential and thus enhance the sales and profitability of
firm in the market. SME aims to categorise its business regarding a number of workers, annual
sales, assets or any combination of the stated factors. Similarly, it is significant for businesses to
identify the operations of the firm it is essential for them to undertake the effective process which
helps in enhancing business performance in a market.
Moreover, it is crucial for an enterprise to undertake effective approaches and thus enhance their
operations in the market. SME provides a wide range of employment to people and thus shares
its high market share so that they can help the country in enhancing economic growth. There are
different factors that influence business to make them highly important for economic growth,
innovation and diversity (Kriechbaumer and Christodoulidou, 2014). Thus, it is significant for
the enterprise to undertake effective performance about contribute to the economy and thus
enhance greater difficulty in obtaining finance so that high fixed cost of taxation and regulatory
compliance. Therefore, it is essential for SME to compliance to innovation, diversity, flexibility
and thus enhance the business operation so that appropriate targets can be attained.
Further, because of the contribution to the economy, SME faces greater difficulty in obtaining
finance and their high fixed cost of taxation and regulatory compliance. Therefore, it is
significant for businesses operating in Sialkot Pakistan faces various regulatory difficulty i.e. to

obtain finance for running the operations, high fixed cost of taxation and regulatory bodies
complying the functioning the business functions so that best results can be attained (Weinstein
and McFarlane, 2016). Also, SME are focused upon providing high incentives to the workforce
as well as favourable tax treatment so that they can encourage business performance about
motivating the growth of workers and thus help the government to make effective policies so that
growth of SME can be enhanced. It is essential for each and every business to obtain funds and
thus, therefore, the government needs to require funding for starting the business operations.
Therefore, obtaining funds helps SME to enhance its brand image and thus expand the business
functions so that best results can be attained. It is also essential for small business enterprise in
Sialkot, Pakistan to enhance the SME operations in the market. However, it attracts people
towards business to invest money and thus improve the business performance so that market
share of the firm can be enhanced (Esser and et. al., 2013). Further, it is also crucial for the small
business to undertake effective segmentation process to improve their business process and thus
attain desired results. Here, each and every employee works with each other to develop
understanding so that business functions can be improved.
SME in Sialkot Pakistan carries out its operation in manufacturing surgical instruments so that
they need to improve their technical efficiency so that best quality surgical instruments can be
produced. The employees recruited by such SME in Sialkot focuses upon selected skilled
workforce and thus direct them towards business targets so that efficiency of the firm can be
enhanced (MacBryde, Paton and Clegg, 2013). Further, it is also essential for surgical
instruments manufacturers to inherit the artisanship of surgical instruments and thus improve
their efficiency to enhance business performance in the market. Small business enterprise usually
faces low entry barriers and thus attains less risk of failure so that best results can be attained.
Nature of small business enterprise in the surgical industry in Sialkot helps in identifying the
extent of inputs required in different phases that will vary and thus improve the product specific
industry so that surgical instruments could be manufactured appropriately. SME aims to obtain
finance from different institutions and thus enhance its operations in worldwide market through
supplying surgical instruments to different countries and enhance the profitability of firm in the
market (Trudgen and Freeman, 2014).
Further, Sialkot, Pakistan is famous for surgical instruments and thus enhance its business
operations in the market. The surgical industry of Sialkot started exporting surgical instruments

to other foreign countries and thus obtain expertise. However, it helped the industry to shift from
manufacturing to productivity so that desired results can be attained. There are several recent
developments occurred within the surgical industry and thus develop various instruments which
are useful to maximise cost efficiency and enhance accessibility (Hung, Hung and Lin, 2015).
SME operating within Sialkot, Pakistan emerging to be manufacturing varied surgical
instruments and thus improve the efficiency and thus expand its operations in various countries
so that bet results can be attained.
Thus, it can be assessed that nature of SME in surgical instruments industry aims to enhance its
business functions so that it can attain growth aspects. Therefore, it is crucial for SME to grow
the firm and attain desired results in the form of attaining targets related to surgical instruments
and thus enhance sales and profitability of firm in the market. Sialkot is the hub of surgical
manufacturing industry and thus improve business performance so that desired results can be
attained. Further, it is also essential for surgical instrument industry to build quality products so
that they can enhance customer attraction and enhance sales and profitability (Jane Hewerdine,
Rumyantseva and Welch, 2014).
TRAIT THEORY
Trait theory is considered as an approach that helps in studying the human personality approach
so that different traits available within individual could be measured such as behaviour, thought
and emotion. However, it is significant for personnel to enhance its traits about attracting others
and satisfy their needs. Further, it is essential for SME managers to undertake effective trait
theory and its habitual patterns so that behaviour, thought and emotion could be assessed
regarding improving the efficiency of individuals. Thus, implementing trait theory helps in
improving the system and beliefs so that either person could be influenced so that performance
of business can be influenced. Therefore, it is essential for managers of SME aims to enhance its
traits and thus influence others to perform in an effective way. Trait theory of entrepreneurship is
useful in explaining certain aspects regarding assessing the individuals who aim to become
entrepreneurs\. However, such approach aims to facilitate replication operational definition and
thus improve people and their skills so that desired results can be attained. The SME manager
focuses on undertaking trait theory which aims to improve business efficiency and thus enhance
the market share so that desired targets can be attained (Cacciolatti and Fearne, 2013).

Moreover, it is significant for small and medium size enterprises to focus on building different
trait leadership theories and thus enhances the business efficiency so that set targets can be
attained. Moreover, it is significant for trait approaches which are significant and thus
individuals aim to undertake such approach within their working operations so that they can lead
the business towards desired objectives. Moreover, managers and entrepreneurs aim to undertake
effective practices so that creativity can be enhanced (Coakley and Souza, 2013). There are
different trait approaches involved within personnel and thus focuses on enhancing business
efficiency and thus organise business goals need to improve its efficiency so that set targets can
be attained.
However, applying trait theory among individuals involved in the manufacturing of surgical
instruments and thus helps in enhancing efficiency so that performance of firm can be improved.
Thus, it is also significant for the enterprise to play a crucial role and thus aim to adopt desired
results so that best results can be attained (Maduku, Mpinganjira and Duh, 2016). Therefore, it is
also essential for managers to undertake effective trait theory and thus helps in improving
efficiency which results in enhancing business functions so that best results can be attained.
Through improving different traits and attributes it aids in enhancing surgical instruments
industry so that business functions can be enhanced. However, it is significant for business to
improve its efficiency and thus results in adopting appropriate business performance so that
market share can be enhanced and thus results in achieving business targets (Crick and Crick,
2014).
Moreover, entrepreneurs working within enterprise aims to undertake effective trait theory
involves different attributes i.e. beliefs, values and perception, etc. so that desired results can be
attained. Further, it is also essential for entrepreneurs working in SME Sialkot, Pakistan or
anywhere in the world aims to focus upon using different attributes and traits and thus enhance
its efficiency so that business functions could be improved (Bertoli, 2013). Therefore, it is
essential for personnel to undertake effective business performance so that appropriate targets
can be attained. Implementing trait theory within firm aim to enhance its efficiency and thus
attain business targets. Through improving the relations of personnel with another focuses upon
enhancing the nature of SME in Surgical instruments industry in Sialkot, Pakistan. With the help
of such trait theory, it aids in improving the efficiency and thus results in overcoming the
efficiency so that set targets can be attained. It would benefit in satisfying the needs and wants of

customers while such aim to implement the appropriate targets and thus improve efficiency so
that best results can be attained (Komppula, 2014).
Thus, through Implementing appropriate trait theory would result in enhancing efficiency and
thus focus on increasing individual performance that aims to improve desired results in the
market. It involves various scholars who are focused on implementing such theory in business
practices. Therefore, it is essential for entrepreneurs working in surgical industry aim to adopt
effective practices and thus implement different traits i.e. values, beliefs and perception so that
such approaches proved to be beneficial so that desired targets can be attained. With the help of
such theory, it is beneficial for managers to undertake efficient skills and thus enhance
performance objectives (Dotsika and Patrick, 2013). However, it can be stated that such theory
helps managers to enhance the brand image of SME in an international market. It would also
benefit the organization in enhancing its surgical instruments market and identify the demand of
the product so that it could be improved up to a great extent. Therefore, it is crucial for the
enterprise to provide different training to employees so that they can improve their traits and thus
which helps in enhancing efficiency in regard to attaining organisational goals. However, it helps
the organisation to undertake effective approaches and thus build appropriate targets so that it
could be attained in the form of enhancing high sales and profitability.
Further, it could be that through implementing such trait theory would benefit SME and help
them to develop themselves as a brand in the international market. However, it would benefit
firm to identify its market conditions and thus enhance the surgical instrument industry which
would benefit firm to improve the efficiency and overcome issues regarding attaining desired
results. It is the best way through which SME could develop themselves as a brand and lead in
the international market in the form of one of the leading SME's manufacturing surgical
instruments so that efficiency of the firm can be improved (Weinstein and McFarlane, 2016).
Further, it is significant that business aims to improve the efficiency of a firm in a market and
thus enhance the market share which focuses on improving the efficiency and thus results in
attaining organisational targets. Therefore, it is crucial for SME to implement effective trait
theory which would benefit individuals as well as improve the brand image of the firm in the
market. Hence, improving efficiency would benefit business regarding attaining desired results
so that success can be attained (MacBryde, Paton and Clegg, 2013).