Medical & Dental Instrument Wholesaler Business Plan UK LTD 2024

This business plan focuses on establishing a medical and dental instrument wholesale business, Doctor MediEx UK LTD, with a strong emphasis on the Chinese market and expansion into Kuwait. It details the owner's background, including their education in Biomaterial and Regenerative Medicin...Read More

Business plan
Medical & Dental Instrument Wholesaler
Getting started
Whose plan is this? I will fill this part myself when you finish this is the cover page
Business and owner details:
Business name:
Owner(s) name:
Business address and postcode:

Business telephone number:
Business email address:
Home address and postcode (if different from above):
Home telephone number (if different from above):
Home email address (if different from above):

Section one
Executive summary ( last part of the plan to complete )
1.1 Business summary:
The current topic is based on the Health care equipments and supplies in China. In such marketing cases,
a detailed study has been made regarding the various medical equipments, devices and the names of the
suppliers are required to be discussed. There are various medical equipments that are existed that help to
diagnose the patients. However, there are certain innovation has been observed regarding the medical
products like scanner and vein scanner and so on. A deep marketing competition can be observed here in
this case due to various marketing strategies adopted by various companies and therefore, a good
investigation is required in this case. A detail conversation is required here regarding the price fixation
and quality of medical practitioners and a growing demand in this sector has been observed in China.
1.2 Business aims:
The main intention of this business is to concentrate on the growth of medical market in China and make
a strong analysis on the market condition and its impacts on the business relation of China. According to a
report, it has been observed that total revenue of $44.7 billion has been collected in China in the medical
field and an annual growth has been observed in this sector. This has made China to hold the number one
position in the Asian Pacific region and a clear 10% revenue increment has been observed. Therefore, it
can be stated that the aim of the business is to retain this reputation and provide much concentration in
this field.

1.3 Financial summary: for next 3 years
It has been observed from the above noted paragraphs that the future of the health care equipments and
supplies in China is developing in nature and according to the market value forecast; the Chinese health
market will earn a total value of $75,049.3 million by 2022. Further, the annual growth rate in this case
will be 10.9%.
Further, according to the financial statement, the rate of Chinese expenditure on the medical equipment
has been increased and it is expected to grow 12% in the financial year of 2018-19. Additionally, paying
ability of the consumers is also highlighted.
1.4 Your business name:
Doctor MediEx UK LTD
In the world of medical equipments and supplies, Doctor Mediex UK Ltd is a bright name. The company
has been incorporated in the year 2017 and according to the latest report; the company has able to retain
its active status in medical field. The company has supplied lots of medical equipments with an intention
to develop the base of the company and the market frontline of the United Kingdom as well.

1.5 Strapline:
This is a private limited company and involved in manufacturing medical and dental instruments.
1.6 Elevator pitch:
The organisational behaviour and operational activities of a company are governed by the elevator peach.
It assesses the organisational goals and helps the company to determine a path for its success. The
organisational interest of the company can be provided through elevator pitch and in this case, the
responsible person of the company gives persuasive speech. Every company needs to sell its products and
services and they are using elevator pitch to identify the goal and explain the activities and plan of the
company. Further communication is possible through the unique selling proposition and elevator pitch
helps to generate the process.

Section two
Owner’s background
2.1 Why do you want to run your own business?
It is clear from various reports and statistics that the Chinese market is a profitable one for the medical
equipments and suppliers. Therefore, professing a business in this field could be great option for any
entrepreneur. There are certain necessities to start up a business in this field. According to the current
study of the case, it has been observed that the Director of the company has an ample of knowledge in this
medical field and he has pursued Master degree in Biomaterial and Regenerative Medicine. Further, it has
been observed that he has trading experience for five years in the territory of China and it will help him to
assess the needs and threats in the medical marketing.
2.2 Previous work experience:
In case of running a company, experience plays an important role and it helps to implement proper plan
for developing the standard of the company. It is clear from the case study that the would be director of
the company has worked for three years as a quality control manager in overseas company and he has an
ample of knowledge regarding the medical markets of China. Further, he has conducted quality control
tests and he has reviewed all the relevant documents concisely. All these things will help him to earn
profit in the business. Additionally, the director has knowledge on the financial activities and legal
processes that will help him to profess the business in China successfully.

2.3 Qualifications and education:
In case of every business, the directors and the management bodies should have the knowledge and
experience over the business product. A director of a company should take decisions and implement plans
for the development of the company and therefore, he should have proper quality for running the
business. In this case, it has been observed that the Director of the company has pursued his Masters
Degree on medicine from Sheffield University. Further, he has a previous working experience that could
lead him towards success.
2.4 Training:
According to business management, proper training is important to develop the base of a business.
Training helps to sharpen the business and organisational ability of the person and it helps the director to
take appropriate decision for standardising the company (Alsadi & Al Sabbagh, 2015). From the case
study, it has been observed that the Director of the company has good knowledge on the medical field, as
he has participated in various businesses. Further, he has received certificate from the Google Digital
Garage and he has learnt the primary knowledge to run a business.
Details of future training courses you want to complete:
In the aspect of training courses, I would like to learn about the knowledge about marketing of these products and further on
the way strategies are made in order to suit the products with the needs of modern healthcare practices.
2.5 Hobbies and interests:
This chapter is quite important for assessing the eligibility of a person to run a business. Apart from the

educational qualification, other soft skills are important and they will help the person to take important
decisions and chalk out plans. The director has an interest to analyse the markets of various countries and
assess their operational activities to know about the strategies of the companies. The communication skill
of the director is much good and it will help him to make prospects for the company.
2.7 Additional information:
After completion of the learning outcomes, I would to like to forward my resume to the higher authority
of the company in order to get the scope of getting selected in the company.

Section three
Products and services
3.1 What are you going to sell?
In this company, the director wants to supply certain medical products and equipments and creative
business plans have been implemented to this effect. Further, proper services will be provided to various
companies that will create trust for the company.
3.2 Describe the basic product/service you are going to sell:
Various armamentariums have been produced by the company with an intention to grab the market
position in China and creative plans are chalk out to monitor the medical treatment with zero side effects.
Various equipments are there in the medical field and it has been observed that the present company has
chosen to sell products like Syringes, needle free vaccination, vein scanner, medical consumables,
disposable gloves, hand hygiene, face masks, surgical drapes, surgical suture, mobile aiding services and
protective clothing. From these, it can be stated that much observation has been made by the director and
the management bodies of the company and they have decided to sell those products after conducting
market analysis in the medical field. Further, certain creative products have also been launched. Products
like disposable gloves and needle free vaccination will help the company to establish trust in the medical
market for the company.

3.3 Describe the different types of product/service you are going to be selling:
Syringes are helpful to collect blood samples, vaccination and inject saline. Further, needle free
vaccination will help the patient to survive different diseases without any pain of injection. Scanning the
body with an intention to understand the bone density and other internal problems is an important practice
in the medical field. The present company has also thought to produce vein scanner and other medical
consumables. Gloves are a mandatory thing in the medical field and the company has decided to produce
disposable medical gloves to stay away from any side effects and germ. A good quality of hand hygiene
has been produced by the company and there is much opportunity that these products will bring success
for the company. Apart from these, various surgical drapes and suture are an important source of medical
science and the company has taken serious steps in this case. Innovative ideas of the company have been
reflected in the case of starting mobile aiding service.
3.4 If you are not going to sell all your products/services at the start of your business, explain why not and
when you will start selling them:
From the above points, it has been clarified that the company has decided to produce a number of medical
equipments and decided to supply them to various stores. However, certain medical equipments have not
been enlisted in the company’s profile. Products like Cannula, Endoscope, Sterilizers, Otoscopes and so
on. The main reason behind this is in China, the annual selling rate in the medical field has been grown
and huge competitive environment has been observed here. Therefore, a complete analysis is important in
this field and profitable and common products are required to be manufactured. All these have led the
company to produce the above mentioned equipments with an intention to earn profits.
3.5 Additional information:

The products will be sold based on the requirements of the healthcare sectors and therefore, those
products which are of lesser demand will not be sold so as to decrease the business cost.

Section four
The market
4.1 Are your customers:
From the above points, it has been clarified that the company has decided to produce a number of medical
equipments and decided to supply them to various stores. However, certain medical equipments have not
been enlisted in the company’s profile. Products like Cannula, Endoscope, Sterilizers, Otoscopes and so
on. The main reason behind this is in China, the annual selling rate in the medical field has been grown
and huge competitive environment has been observed here. Therefore, a complete analysis is important in
this field and profitable and common products are required to be manufactured. All these have led the
company to produce the above mentioned equipments with an intention to earn profits.
4.2 Describe your typical customer:
For the proper development of the business, it is important to know about the partner and a demography
regarding the typical customers is required thereby (Wirtz et al., 2016). This process helps to know the
customers and the future profitability of the business can be assessed thoroughly. According to this
demographic, level of the target customers are required to be understood first. Further, a brief detail is
required regarding the clients. The ability and level of the clients will help the company to increase the
productivity and to certain extent, typical customer helps to conduct proper survey on the customers.
4.3 Where are your customers based?

According to various reports, it has been observed that the medical equipments and supplies market in
China has been developed gradually. Therefore, it is important to create certain base for the customers.
The main target of the company is to make a strong internal customer base and hence the company has
implemented certain plans to make relationship with certain companies. Further steps have been made to
supply medical equipments to the international companies.
4.4 What prompts your customers to buy your product/service?
There are certain fundamental needs of the clients and the companies are trying to maintain such needs to
attract the customers so that they could buy their products. Every customer wants a friendly environment
and an intrusion of product suppliers will help them to buy their products. The producing company should
have to understand the needs of the clients and there should be much fairness in the dealing process. The
company should have to provide various alternatives to the clients and should generate valid information
to them.
4.5 What factors help your customers choose which business to buy from?
The Chinese market has become a competitive market for the medicinal products and various companies
are adopting techniques to attract the customers. Therefore, the present company is required to make
positive decisions to retain their position in the market. Certain factors are there that helps the customers
to choose products and make proper market decision. The factors are name of the brands, placement of
the products, packaging, proper and fair pricing of the products, and market reputation of the company.
4.6 Have you sold products/services to customers already?
Yes

If you answered “yes”, give details:
The company has set its products and chalk out plans to identify the base of the clients. Necessary plans
have been taken in this case. However, the company has already started to sell its products to different
companies. Further, it can be seen that the company has played an active role in this field. Product like
Syringe, Vein Scanners are the most productive and exported materials to the different national
companies.
4.7 Have you got customers waiting to buy your product/service?
Yes
If you answered “yes”, give details:
The company believes on speedy response and therefore, it makes positive approach to the clients and the
customers do not have to wait for the products and services.
4.8 Additional information:

Section five
Market research
5.1 Key findings from desk research:
From the desk research, it can be assessed that in order to ensure growth of the business, it will be essential to
create the brand awareness of the products such as syringes and others. This will help in making the local
medicine shops and the healthcare organizations aware of the benefits of the products and moreover, the local
customers will be also interested to buy them, due to the fact that these will be recommended by the individuals of
the local medicine shops as well.
5.2 Key findings from field research – customer questionnaires:
The population and GDP of China is on rise, therefore; naturally there will be greater demand of medical
equipments due to the fact that the number of medical shops and healthcare organizations will increase rapidly in
order to serve the patients (Li, Zhou & Wu, 2015). Moreover, customers of China are also interested in receiving
high quality medical treatments in affordable pricing. Therefore, if the focus is given on increasing the quantity of
products and sold in an affordable price ranges, then there will be huge increase in the sales along with the fact
that majority of population of the country will be also more interested on buying these products (Eckel et al., 2015).
Along with this, the healthcare organizations will be also interested on buying these equipments in order to save
their treatment cost.
5.3 Key findings from field research – test trading:
The findings of the field research suggest that brand awareness is going to be the key for the success of the
medical products of the company and the focus should also be given on attracting the customers by lowering the
price along with increasing the quality of the products (Huang & Sarigollu, 2014).

5.4 Additional information:
It will be essential to have a strong marketing team by which the marketing employees will be able to
identify the demands of the local medical shops and healthcare organizations on their choices on the
quality and price of the medical and dental equipments (Wilder, Collier & Barnes, 2014).
Section six
Marketing strategy
What are you going to do? Why have you chosen this marketing
method?
How much will it
cost?
To conduct surveys with the local customers
and to promote the products in the social
media sites (Ireland, 2016)
This method will be
beneficial in order to understand the
perspectives of a wider section of
audience along with understanding the
strategies used by the competitors in the
market.
$350+$150
TOTAL COST $500

Section seven
Competitor analysis
7.1 Table of competitors
Name, location
and business size
Product/service Price Strengths Weaknesses
Abott Laboratories
Chicago, USA
Development of medical
devices
25$ High revenues Tough competition from local
companies
GE Healthcare
Buckinghamshire, Great
Britain
Medical technologies 30$ Operating in 100 countries High competition
Siemens Healthineeers
Bayern
Medical equipments $32 Wide number of product range Limited to only a few number of
countries

7.2 SWOT analysis :
Strengths
1. Popularity of the products
2. High demands
3. Lower prices
Weaknesses
1. High completion
2. Lower innovation
Opportunities
1. Expansion of market
2. Increasing demand of products
Threats
1. Increasing threats
2. Foreign companies entering the market
3. Changes in consumer behaviour
7.3 Unique Selling Point (USP):
Unique Selling Point (USP)
The USP of the products is their lower cost and thus making it affordable for the treatment cost of the patients. Moreover, due to a wide range of products, the

sales of these products are also higher compared to other competitors. Moreover, these products will be also available in high quantities through the market.

Section eight
Operations and logistics
8.1 Production:
Medical and dental equipments
8.2 Delivery to customers:
By selling them in the medical shops
8.3 Payment methods and terms:
By cheques and demand drafts
8.4 Suppliers:
Name and location of
supplier
Items required
and prices
Payment arrangements Reasons for choosing
supplier
GD Pharmacy Syringes, gloves By cheques On time delivery
8.5 Premises:
The factory of the company
8.6 Equipment

If being bought
Item required Already owned? New or second
hand?
Purchased from Price
Gloves Yes New GD Pharmacy $60
8.7 Transport:
By trucks
8.8 Legal requirements:
Agreement between the two parties
8.9 Insurance requirements:
Insurance of delivery of the products
8.10 Management and staff:
Operation manager
8.11 Additional information:
The items to be supplied should be delivered on time and the communication with the suppliers should be
maintained throughout the business. Moreover, backup for thee suppliers should be kept at the time of
emergencies.

Section nine
Costs and pricing strategy
Product/service name
A Number of units in calculation 50000
B
Product/service components Components cost
C Total product/service cost 150000
D Cost per unit 3
E Price per unit 5
F Profit margin (£) 2
G Profit margin (%) 40%
H Mark up (%) 20%

Section ten
Financial forecasts
10.1 Sales and costs forecast
Month 1 2 3 4 5 6 7 8 9 10 11 12 TotaL
A Month name 4000
4000 4000 4000 4000 4000 4200 4200 4200 4200 4200 4200 50000
Sales forecast
B Product/service
12500
12500 12500 12500 12500 12500 12500 12500 12500 12500 12500 12500 150000

C Product/service
Costs forecast
D Product/service
4000
4000 4000 4000 4000 4000 4200 4200 4200 4200 4200 4200
50000
E Assumptions
(e.g. Seasonal trends)

10.2 Personal survival budget
Section Monthly cost (£)
A
Estimated costs
Mortgage/rent
12000
Council tax 1400
Gas, electricity and oil 1650
Water rates 1500
All personal and property insurances 600
Clothing 400
Food and housekeeping 500
Telephone 160
Hire charges (TV, DVD etc.) 300
Subscriptions (clubs, magazines etc.) 250
Entertainment (meals and drinks) 160
Car tax, insurance, service and maintenance 170
Children’s expenditure and presents 125
Credit card, loan and other personal debt
repayments
320
National Insurance 640
Other 100
B Total costs (£) 20275
C
Estimated
income
Income from family/partner 15000

Part time job 7000
Working tax credit 900
Child benefits 1000
Other benefits 500
Other 400
D
Total income (£) 24800
E
Total survival income required (£) 4525

10.3 Cashflow forecast
Month Pre-start 1 2 3 4 5 6 7 8 9 10 11 12 Total
A Month name
Money in (£)
B
Funding from The
Prince’s Trust 5000
Funding from
other sources
3500
Own funds 1500
Incomes from
Sales
6000
Other 900
C Total Money in (£)
16900
Money out (£)
D
Loan repayments
The Prince’s Trust
2500
Personal drawings 1200
Council tax 1400
Gas, electricity
and oil
1650
Water rates

1500
All personal and
property
insurances
600
Clothing 400
Food and
housekeeping
500
Telephone 160
Hire charges
(TV, DVD etc.)
300
Subscriptions
(clubs,
magazines etc.)
250
Entertainment
(meals and
drinks)
160
Car tax,
insurance,
service and
maintenance
170
Children’s
expenditure and
125

presents
Credit card, loan
and other
personal debt
repayments
320
National
Insurance
640
Other 100
E
Total money out
(£)
10975
F Balance (£) 5925
Opening balance 4500
Closing balance 3525

10.4 Costs table
Cost item What is included and how you worked it out Total cost
Computers Backup devices $900
Telephones Wires to connect $450
Internet connection Wifi devices $230
Machineries Warranty on the items $2500
Delivery vehicles $8000
Surveillance cameras Monitors $1100
Clothes for the
workers
$350
Tables and chairs $400
Delivery of food $600 per month

Section eleven
Back-up Plan
11.1 Short-term plan:
The backup plan will involve storing all the vital business data in the hot sites and further, these data will
be encrypted to ensure that unauthorized users are not able to access them at any point of time. These data
will include information about the customers and about all the financial transaction of the company.
Moreover, stocks of the medical and dental instruments will have to keep in abundant in order to ensure
that sales of the products are continued in case of any interruption in the business. Even in the case of
human resource, additional sales representatives will be hired in case if some of the existing employees
leave the job, and then there will be no interruption in the marketing process.
11.2 Long-term plan:
Long-term plan of this business will be on conducting risk analysis on scheduled basis (Sadgrove, 2016).
Moreover, the number of manufacturing units will be increased which will help in continuity in production even if one
of the unit get damaged due to natural disasters. Further, an emergency operation centre will be created which will
help in availability of the infrastructures and other business assets during the time of emergencies.
11.3 Plan B:
The plan B will be based on increasing the market of these products. For this, it will be essential to go through an

agreement with local popular companies by which the collaboration will be able to bring in trust of the local
customers and along with this, the marketing strategies can also be enhanced due to the fact that the local
company will be able to assess on how the marketing can be conducted in those areas.
11.4 Plan B continued...:
In the aspect of expansion of the business, it will be essential to hire some employees of the respective areas who
will be able to identify the demands and choices of the clients. Moreover, despite increase in competition, this plan
can be beneficial as the local market will be analyzed far better and thus suitable strategies can be created with
success (Tiorabi, Giahi & Sahebjamnia, 2016). There should be back up of different suppliers who will be able to
deliver the required resources on time. Further, the number of local clients should also be increased and the
company should not stick to only a few clients and this is because due to the rise of competition, there can be
possibility that these clients get attracted to the products of other companies. Therefore, with the presence of
enough clients, there should not be any such issues in the near future.

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