International Business Strategies Report: Penumbra Inc. Case Study

This report analyzes the international business strategies of Penumbra Inc., a global healthcare organization. Founded in 2004, the company focuses on providing innovative therapies and has expanded internationally, primarily using direct export for its goods and services. The report highlights the company's entry into markets like the United States and Europe, emphasizing its reliance on direct sales and distributors. It discusses the corporate-level strategies of expansion and diversification, focusing on innovation and digitalization in its product offerings, including embolization coiling systems and revascularization devices. The analysis indicates a focus on internationalization as a key strategy, aiming to expand the business globally through innovative products and services.

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International Business
[Type the document subtitle]
9/23/2019
student name

International Business 1
Penumbra, Inc is one of the popular global healthcare organizations that have been working to
words the provision of innovative therapies for the patients that are addressing challenged
medical health and important clinical needs. The company was founded in 2004 and has been
expanded internationally in United State and nations in Europe like Germany, Switzerland,
United Kingdom and some other nations (Balmer & Abratt, 2016). The company has been using
trading of goods and services to the hospitals through direct sales which reflect direct export
mode of international strategy in order to enter into most of Europe, United States, Australia and
Canada while using distributors in some of the specific international industries. Therefore it can
be said that the company has focused only to trade the goods and no other marketing activities in
international market that also reflect the higher control within the company while entering into
the international market. However this reflect one con, that is inability of the company research
and assess the customer need and maintain good customer relation in international market
(penumbrainc, 2019).
Moreover considering the Corporate level strategy, the company has been focus to words
expansion strategy where internationalization is one of the key strategy and another strategy that
have been considered its diversification strategy where the company have consider innovation
and digitalization while manufacturing the products like embolization coiling system,
revascularization device, neurovascular access systems, and Microcathete. Therefore, it can be
said that the company has been working towards the innovative new products and services to be
offered to the international market and planning to expand the business internationally (Bruns,
2013).

International Business 2
References
Balmer, J. & Abratt, R., 2016. Corporate brands and corporate marketing: Emerging trends in the
big five eco-system. Journal of Brand Management, 23(1), p.3.
Bruns, P., 2013. Corporate Entrepreneurship: Innovation and Strategy in large organisations.
3rd ed. london: Palgrave MacMillan.
penumbrainc, 2019. about. [Online] Available at: https://www.penumbrainc.com/en-gb/about/.