Table of Contents Executive Summary...................................................................................................................3 Introduction................................................................................................................................3 About the Company...................................................................................................................3 The business opportunity...........................................................................................................4 South Korea................................................................................................................................5 Singapore....................................................................................................................................7 Recommendations......................................................................................................................8 Bibliography.............................................................................................................................10 2
Executive Summary The following report will be presented to the Board of Directors about the business expansion opportunity offered by the two countries South Korea and Singapore. The following report consists of introduction of the report which is followed by the introduction of the company Power Health Solutions which is a leader in the field of medical sciences. As the business development manager I have suggested the appropriate business opportunity that should be undertaken by the company in order to capture the international market. Two countries has been analyzed namely South Korea and Singapore and a detailed analysis has been included about the laws and policies of the country that govern the business in the country. In the end recommendation has been included in order to suggest the Board of Directors to select one country among the two that offers the desired business opportunity to the company. Introduction In order to grab the external business opportunities it is very important for the organization to know about the law as well as other details of the external market. Different laws and policies are adopted by different countries and hence, in order to enter an international market it is important to know about the business law of that country that whether that country offers opportunities to the business or not. Many different laws govern the expansion of a business and in order to successfully establish the business it is necessary to go through these laws. Like the Contract Law, Intellectual Property Rights, Employment Laws, as well as the legal structure etc. A detailed analysis of these factors will help to know the company about the possible opportunities in front of them. 3
About the Company Power Health company was established in the year 1995, and hence, has an experience of more than 20years in the field of healthcare sector. The organization has undertaken many innovations in business management, as well as has helped the hospitals as well as other healthcare institutions by helping them in the decision making process as well as by providing desired healthcare solutions. The main aim of the company is to help their healthcare clients by providing help and assistance in order to deliver high quality services and that too at minimal operational costs. The organization specializes in costing and revenue as well as in enterprise billing. The organization also provides safe and quality software to the hospitals and healthcare institutions. Also the products offered by the company has the ability to deliver a positive return on investment despite of the fact related to organization size. The organization also aims to bring global healthcare knowledge to the local healthcare in order to improve the quality of the services of the local healthcare institutions. The local client base of the company is spread in Australia, Hong Kong, and New Zealand. The global client of the company is Canada, Ireland, United States, Middle East as well as England. Power Health is one of the global leaders in medical finance as well as patient safety whereas the organization is also on the forefront of the medical software technology(Power Health, 2018).There are manyothercountriesinwhichtheorganizationcanundertakeitsexpansion.Hence organization should look for opportunities in international market of different countries that provides best opportunity to the company. The following is the opportunity that can be gained by the company in two different countries namely South Korea and Singapore. The business opportunity There are many different types of business opportunities that can be adopted by organizations in order to expand in international market. The common and most used business opportunity 4
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includes licensing, export, franchise, distributor and dealership, etc. Under franchise the organization needs to pay a certain franchise fee in order to use the brand name of an already established brand. Distributor is the person who agrees to sell the products and services of the company in the open market. Licensing is also one of the most commonly used business opportunity through which the organization can develop a product or service and then license that product and retain it as brand name or trademark. After that any sale of that particular product or service will earn a certain percentage to the company. Niche market is also one of the business opportunities that are used by the organizations at the time of expansion (Business Opportunities, 2015).In my viewpoint, I believe that the organization should adopt the niche marketing strategy as the company is already a well reputed brand and hence does not need the help of franchise. The organization specifically deals in healthcare sector and hence it will be easy for the company to capture the market with the help of niche marketing strategy. South Korea The contract law of South Korea outlines one major condition and that is that the contract should be undertaken in good faith and the contract involves mutual assent. 14 codes are there in the Civil Code of the country some applicable to specific contracts whereas some applicable to all the general contracts(Chen-Wishart, Loke, & Ong, 2016).According to the Tort laws of the country if the organization cause any damage or injury to the person by unlawful means whether on purpose or unintentionally the organization has to compensate for the damages. The Intellectual Property Rights of the country is very strong and gives the opportunity to adopt registered or unregistered IP rights in the country. South Korea is a part of World Trade Organization since 1995 and has its own laws in order to protect the Intellectual Property Rights. Different acts sustain in the country to protect the rights of the 5
organization as well as different Ministries play their strategic role in this to ensure that the organizations are not at loss or are not cheated whole undertaking their business activities in South Korea(Carroll, 2015).The Constitution of the country guides the Employment Laws of the country mentioned under the Article 32. It has covered all the major points including the minimum wages to be provided, providing adequate working conditions, practicing no gender discrimination in employment, etc.(Lee, 2015).Many acts govern the employment laws of the company like the Minimum Wages Act, Industrial Safety and Health Act, Protection of Employees Act, etc.(Kang, et al., 2017). From the above understanding related to the laws and acts governing the business of South Korea it can be said that it would be easy for Power Health to undertake the business activities in this country. South Korea is also planning to encourage medical tourism as a niche market segment. Healthcare sector is treated as a niche market in South Korea. Hence, the business opportunity recommend to Power Health that is of niche marketing will be best suitable in order to capture the market of South Korea as the country is already making effortsto boost the medicalsector of the country(Conception, 2013).Power Health specializes in medical finance as well as for providing assistance to healthcare institutions by providing them global knowledge related to medical field. Also the company comes up with many new software technologies that act as a boon to the healthcare sector. So, South Korea is one of the best options for business expansion for Power Health. A great opportunity is offered by Korea for business as it is the 12thlargest economy at global level as well as 4thlargest economy at Asia level. The population of Korea only demands quality products and services and are ready to buy the best. Because of these factors many foreign business are attracted towards Korea. The expenditure of South Korea towards healthcare industry is seen increasing year after year. South Korea is the 8thstrongest country in the whole world in case of biotechnology. A great opportunity is offered by the company 6
as the demands for drugs related to lifestyle related diseases. Also the demand is increasing for medical devices in the country(Doing Business Guide, 2015).Another major reason that acts as an opportunity to the company is that there is a very low birth rate in the country and the population of the country is aging very rapidly. And hence, there is boom in the demand for the medical services by the population of the country(Mundy, 2014). Singapore Singapore offers a great opportunities to the business and it is also ranked 1stin list of countries that are least risky in order to undertake business activities by the Political and Economic Risk Consultancy (PERC)(CPIB, 2018).Singapore also has the lowest crime rate and hence, is considered to be one of the safest places to live as well as to undertake business activities(Besley, 2015).The legal structure of the country is influenced by the English common law whose four basic pillars are constitution, legislation, subsidiary legislation as well as the judiciary(Alves & A.Ferreira, 2011).The contract laws of the company helps to resolve any kind of business conflict and helps to validate the rights of each party involved (McKendrick, 2012).And special feature of the contract law of Singapore is that it allows the party to follow other laws apart from Singaporean laws but in case of disputes such individual or organization cannot file litigation(Poole, 2016).The employment laws of the country are very friendly as well as in- discriminated and the country holds 3rdposition for having good labour and employer relationship according to the Global Competitiveness Index 2015-16(Schwab & Sala-i-MartÃn, 2015).The employment laws of the country also govern the working hours as well as the retiring age is also fixed by the law that is 63 years (Twomey, 2012).In protecting the Intellectual Property Rights Singapore is ranked 4thin the whole world by the Global Competitiveness Index Report. The rules of the IP rights of the country are considered to be one of the best across the globe(Schwab & Sala-i-MartÃn, 7
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2015).The country has come up with a ten year roadmap in the year 2013, which majorly revolves around the IP rights of the local people. The IP rights in Singapore are on eth basis of territory and hence it is clear that the country will defend only those IP rights that have been registered in Singapore(Antons, 2009). The judicial system of the country deals with the law of torts which is managed by two levels namely, the State Courts and the second level the Supreme Court(Besley, 2015).The main aim of these laws is to protect the rights of the people and people can any time file litigation against the individual or the company for violating the rights of any people or for undertaking any unlawful activity. So, on the basis of the above analysis it can be clearly understood that Singapore is one of the most favourite destination for international businesses as it offers very attractive opportunities to the businesses. The main highlights of Singapore are that it offers very friendly policies as well as laws; the taxation rate in the country is low; transparency is great and has a lot of other opportunities(Paul Hype Page, 2018).Singapore is considered to have one of the best healthcare infrastructures globally. The government of the country has formulated the best policies in order to give a boost to the healthcare sector(Alliance Experts, 2018).Singapore is also facing the issue of increasing elderly population and hence the demand for healthcare services is increasing tremendously as well as the healthcare costs are on rise. Hence, the country is ready to invite international business that can help the country to fight with the issues being faced by the country in their healthcare sector(Business Sweden, 2016). Recommendations As the business development manager of the company I believe that the organization should select Singapore over South Korea. This is so because the conditions of both the countries are same when it comes to healthcare sector, but South Korea offers more flexibility as well as 8
opportunities related to niche marketing in the country. As Power Health is opting for niche marketing as their market strategy this would be the best option for the company to expand in the international market of South Korea. Though Singapore has been ranked far well on few indexes but eth conditions as well as laws and policies of South Korea are not stringent. Hence, the company can undertake its expansion in the market of South Korea. Also South Korea is treating the healthcare sector is niche market and is putting all the possible efforts to boost the condition of healthcare sector, Power Health can work wonders in that country by its products and services. 9
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http://www3.weforum.org/docs/gcr/2015-2016/Global_Competitiveness_Report_201 5-2016.pdf Twomey, D. (2012).Labor and Employment Law: Text & Cases.Cengage Learning. 12