MKTG801: International Marketing Plan for Healthcare Technology

This report details an international marketing plan for Volpara Health Technologies, an Australian healthcare technology company specializing in AI solutions for breast cancer detection, aiming to expand into the Indian market. The plan begins with an executive summary and an acknowledgment, followed by a research methodology utilizing an interpretivism paradigm and a deductive approach, incorporating both primary and secondary data analysis. A comprehensive situational analysis examines the company, its competitors (including iCAD and Cyrcadia Health), and the Indian market environment, including economic, social, cultural, and political factors. SWOT analysis identifies strengths, weaknesses, opportunities, and threats. The marketing plan outlines specific objectives, a recommended market strategy (including target markets and market entry), and marketing mix strategies covering product, price, place, and promotion. Budgeting, including sales forecasts, cost analysis, and profitability projections, is also included. The plan concludes with implementation and control strategies, detailing project plans, monitoring, and contingency measures, supported by a detailed reference list.

Running head: INTERNATIONAL MARKETING
INTERNATIONAL MARKETING
Name of the Student
Name of the University
Author Notes

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Acknowledgement
I would like to thank to the people who have helped me for carrying out the research. I would
like to express gratefulness of mine to my adviser, Mr / Mrs
___________________________, for support. I would like to thank my supervisor Mr
________________________, as without his help it would not be possible to complete the
research. I am thankful to my parents and friends for their support.
Thanking you all,
Yours sincerely
(Signature)

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Executive Summary
The aim of the market research is to analyse the expansion of the healthcare technology
company to the province of India through the concept of ARTIFICIAL INTELLIGENCE
from the Australian province. The small and medium industry which is being considered here
is the Volpara Healthcare Technologies Limited which is a company that is innovating ways
to deal with the patients related to the breast cancer and also to have a detailed analysis of the
other factors. The market or the B-plan is being analysed by using the ways to establish the
PESTLE analysis of the country. The overall budgetary consideration along with the
marketing plan for the analysis of the overall analysis in terms of the different marketing
procedures applied. The marketing plan is an analysis of the expansion of the industry to
make sure that the whole expansion of the small company in the province of the new
developing country is successful. The objective of the marketing plan is to analyse the need
of the company in the target country and to have a detailed analysis in the market and to
make probable recommendations to establish the new means in the country for better
business.

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Table of contents
1. Introduction............................................................................................................................4
2. Research Methodology...........................................................................................................5
2.1 Marketing Plan Paradigm.................................................................................................5
2.3 Marketing Plan Approach................................................................................................5
2.4 Marketing Plan Strategy...................................................................................................5
2.5 Marketing Plan Design.....................................................................................................6
2.6 Data collection process for Marketing Plan.....................................................................6
2.7 Data analysis process for Marketing Plan........................................................................6
2.8 Timeline of the Marketing Plan.......................................................................................6
3. Situational Analysis...............................................................................................................7
3.1 Company Analysis...........................................................................................................7
3.2 Market Analysis.............................................................................................................10
3.2.1 Environmental Climate...........................................................................................10
3.2.1.1 Economic Conditions...........................................................................................11
3.2.2 Nature of Demand...................................................................................................15
3.2.3 Extend of Demand...................................................................................................15
3.2.4 Stage of Product Life Cycle....................................................................................16
3.2.5 Cost structure of the Industry..................................................................................16
3.2.6 Regulatory Environment.........................................................................................16
3.3 Competitor Analysis.......................................................................................................16

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3.4 Organizational Assets and Skills....................................................................................17
4. SWOT analysis.....................................................................................................................18
4.1 Strength and weakness...................................................................................................18
4.2 Opportunities and Threats..............................................................................................19
4.3 Implications of SWOT analysis.....................................................................................20
5. Objectives.............................................................................................................................20
5.1 International objectives..................................................................................................20
5.2 Market Objectives..........................................................................................................20
6. Recommended market strategy............................................................................................21
6.1 Target markets................................................................................................................21
6.2 Market positioning.........................................................................................................21
6.3 Market entry strategy.....................................................................................................21
7. Marketing Mix strategies and tactics...................................................................................22
7.1 Product/services.............................................................................................................22
7.2 Price................................................................................................................................22
7.3 Place...............................................................................................................................22
7.4 Promotion (including promotional budget)....................................................................23
8. Planning Budget...................................................................................................................23
8.1 Planning assumption......................................................................................................23
8.2 Forecast Sales and Costs................................................................................................23
8.3 Forecast Profitability......................................................................................................24

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8.4 Sensitivity analysis.........................................................................................................26
9. Implementation and Control................................................................................................28
9.1 Formal project plan for implementation of recommendations.......................................28
9.2 Monitoring of action plan...............................................................................................29
9.3 Formal contingency plans..............................................................................................29
10. References and bibliography..............................................................................................30

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1. Introduction
In the present world where the expansion of business is one of the prime factors for
any of the business, it becomes primary for the organizations to have a distinct marketing
plan for making sure that the growth of the business is substantial. Westwood, (2013) stated
that one of the prime mentions for the growth of the business plan is the inclusion of
marketing plan in the development of the organizational and also to analyse the marketing
strategies for the organization. The companies that are on the small or medium enterprise
basis have to be updated with a regular marketing plan if they are planning to enter an
overseas market in the world. The following International Marketing plan is based on a
small-medium industry namely Volpara Health Technologies Limited which is based on the
healthcare industries and its expansion into the Indian market through the concepts of AI
(Artificial Intelligence). The following paragraphs highlight the marketing plan for the
company for its expansion along with a detailed research methodology.

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2. Research Methodology
2.1 Marketing Plan Paradigm
The way of research philosophy or research paradigm that is being addressed here is
the Interpretivism method of research paradigm in which the researcher utilises both the
observational skills and tries to interpret the topic on the basis of the available data and
analysis (McDaniel & Gates, 2013). The data which is being used in the interpretivism
method of research is small in size to facilitate the research method and of qualitative in
nature. The analysis is done using both detailed information used in the method and doing an
in-depth analysis of the ways. The analysis of the marketing plan for the Volpara
Technologies Limited required Interpretivism method of research in which the data analysis
is done using qualitative data and detailed in the analysis (Volpara Health Technologies,
2018).
2.3 Marketing Plan Approach
In the market plan on the establishment of an International marketing plan for Volpara
Health Technologies Limited requires the analysis of the deductive method of research
approach in which the researcher applies the relevant theories and analysis on the backdrop of
the topic to have a detailed analysis.
2.4 Marketing Plan Strategy
In the topic of analysis due to the use of the Deductive method, the strategy which is
being used for the analysis of the data are experiments, case study and the observation which
is being used. The observation method is followed in which the data of the overseas country
along with the expansion strategy is being analysed. The interpretation skills are being
utilised to have a detailed analysis of the sources of Volpara Health Technologies for the
overseas expansion.

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2.5 Marketing Plan Design
The analysis of the expansion of the small and medium enterprise Volpara Health
Technologies into the overseas market requires the explanatory method in which the
researcher explains the different forms of facts and figures to analyse the topic of the research
to get an overview and the detailed objective for the new data method in the span..
2.6 Data collection process for Marketing Plan
The data collection process in the marketing plan for Volpara Health Technologies is
based on both primary and secondary methods with more focus on the secondary methods
with a detailed analysis of the sources. The secondary method of analysis is one of the pivotal
in the case as it helps the organization to have detailed implications on the overall method of
the analysis and marketing plan for the expansion in the overseas market (Armstrong et al.,
2015).
2.7 Data analysis process for Marketing Plan
In the analysis of the marketing plan for the expansion of the industry of small
and medium enterprise into the province of outside Australia, the analysis method which is
being adhered is the conduction of the themes of study. The data analysis process which is
being done is qualitative and quantitative method of data which is one of the prime methods
for the analysis of data in the span of time.
2.8 Timeline of the Marketing Plan
Activities Week 1 Week 2 Week 4 Week 6 Week 8 Week
10
Week
12
Situational
Analysis
including market

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analysis and
company
analysis
PESTLE analysis
of the foreign
country
SWOT analysis
of the company
Recommendation
for market
strategy
Marketing Mix
and tactics
Planning budget
with
implementation
and control
Final submission
Figure – Gnatt Chart for Marketing Plan
(Source – As created by the author)
3. Situational Analysis
3.1 Company Analysis
The company Volpara Health Technologies Limited is a privately owned healthcare
company which is located in the province of New Zealand. The main shareholders of the

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company are the owners and the authorities of the organization including the CEO of the
organization as well as the directors of the company. The independent directors and the
workers of the company are also a part of the shareholders in the organization. The associated
organizations for catering to the well-being of the people in the related times are the ones that
are related to the business of healthcare. The key departments of the organizations are the
places that have breast cancer related diseases and formulates ways to reduce the cost of the
same for the promotion of well-being among the women (Scarborough, 2015). The company
being under the small and medium enterprise does not incorporate a number of employees in
the system which means that the employee strength of the company is not high.
The company was established in the year 2009 and is based in the province of
Wellington in the country of New Zealand.
The core business of the company is to provide health care solution to the cancer
patients especially the breast cancer women. The industry in which the company is situated is
the health care industry and the major trends for the healthcare industry is progressing at a
rapid rate due to more people interested in the span of healthcare (Tanner & Raymond, 2015).
The target marketing segment are the people who are suffering from cancer and the important
customers are the ones who have breast cancer.
The operating revenue for the company in the last three years is approximately
$13million (Paley, 2017).
The product of the company is based on research, development of idea and the
manufacturing of the products which is primarily made for the products related to the breast
cancer department through the mode of Artificial intelligence and its expansion into the
developing country of India. The product features the products that are specially made for the
patients and benefits the cancer patients by implementing the product.

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The key managers are the ones who are experienced in venturing into the overseas
market and have the related market knowledge for making use of the marketing techniques
for the betterment of the cases. The skills and experiences related to the success of the
venture relate to the knowledge as well as the marketing skills for making the product seem
worthwhile.
The company performs a list of R&D activities for making the product better with
every batch with approximately 17% of the revenue spent on the department (Paley, 2017).
The status of the company’s current technology relate to the variation in the products
as well as the prototypes related to the science of the field. The patents and copyrights
mentioned in the sources hold to the development of a specific type of the product for the
benefit of the customers. The chief competitors for the company are Niramai, iCAD and
Cyrcadia Health which hold tremendous amount of technological advancement, some of the
aspects as good as Volpara.
The domestic market position of the company is one of the biggest is the market due
to the advanced model of technology implied and a number of people following the industrial
aspect in the time of span (Balch & Sutton, 2018). The company can be termed as one of the
chief leader for the market in the period of the time.
The main Australian competitors of Volpara Health Technologies are the iCAD and
Cyrcadia Health which produce the same amount of competition and sources and even uses
the same amount of Artificial Intelligence methods in dealing with the healthcare patents
and ways. The products for the main competitors are produced locally but are dispatched all
over the world (Blakeman, 2018). The company’s market share is approximately 25%
whereas the individual market share for the competitor company is approximately 20% each
making the company leading among the other companies.

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The company does have excess capacity to expert which is why the company is opting
for overseas expansion to the developing countries in which the need for the healthcare
technologies for the benefit of the customer (Davis 2017). The expansion for the export can
be done by manufacturing more technologically advanced products and also to excess supply
to the markets which require the healthcare support. However, there is a mass problem for
sourcing supply as in some of the developing and under developed countries, there is a
problem for adequate raw materials and supply material which make the problem of sourcing
supplies.
There are a number of financial sources for the company from which the company
allocate funds to support the effective market entry into the overseas market. The overseas
market which is being considered here is India which is one of the most potential developing
countries of the world and where the need for the healthcare department is of prime
importance. The funds available for the expansion of the company into the province of India
is provided from the shareholders and from making sure that the funds are raised from
various sources of income (Zikmund et al., 2017).
The finds come from the stakeholders and the shareholders of the company and they
will be available from the bank or other financial sources when needed. The funds are
accessible for the company at times of needs and they will be available for the export
initiative into the province of India (Scarborough, 2016). However, the company will have
limits for the finding the overseas initiatives if the required profit is not achieved at the
overseas market and also for the instance if the healthcare provision is not there.

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3.2 Market Analysis
3.2.1 Environmental Climate
The main environmental factors that is available for influencing market demand for
the relevant countries i.e. India in the product category of healthcare are the need for the
proper healthcare measure like the cancer prevention machines and other sources (Armstrong
et al., 2015) which is done by the formulation of proper healthcare means using the latest
technologies including the Artificial Intelligence methods. The overall environmental factors
for the influencing the product need is the growing number of breast cancer cases among
women in the province due to the amount of bad lifestyle and environmental hazards like
pollution and lack of sanitation for the people, especially women. The market demand for the
operation for the company in the country is therefore high and can have high amount of
intake in form of export.
3.2.1.1 Economic Conditions
The economic condition for India which is one of the fastest developing countries of
the world has one of the largest population size leading at number two, just after the
population level at China. The GDP of India is growing at a rate of 6.6% percent per annum
as per the 2017 status making it one of the fastest growing counties of the world. The
forecasted economic growth of India is at 7.8% which is expected to occur at the financial
year of 2019 (Tradingeconomics.com, 2018). The inflation rate of India has increased from
3.6% in the year 2017 to approximately 4.96% in the year 2018 which is expected to increase
even more or remain stable in 2019 (Tradingeconomics.com, 2018). The unemployment rate
of India is at 3.52% which is one of the highest in the world making the country prone to
more industrial or product export due to the amount of work that it will have. The base
lending rate of India has remained the same at approximately 9.45% which is as of in the time
of September 2018. The disposable income rate of India has increased from 1.5 million from

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the year 2016 to approximately 1.69 million in the year 2017 (Tradingeconomics.com, 2018).
All these indicators relate to the fact that the economic condition of India is fairly stable for
the growth of the Volpara Health Technologies in the overseas market of the time from the
Australian province to the Indian premises.
.2.1.2 Social and cultural factors
In the words of Kumar (2018), the country India is a diverse country with a variety of
culture in the span of the time. The social and the cultural factors of the nation has a variety
of impact on the firm which is expecting to expand into the overseas market from a home
country. The culture and the language of India has a long history from ancient sources which
surely has a number of implications on the healthcare provision of the nation. The country
India has a number of language and cultural affinity with Australia being a fact that both have
a variety of culture and the indigenous people from both the countries have lack of health
sense which makes the industries related to healthcare of great importance in the country. The
language affinity of the country with Australia being the fact that a number of people speak
English which make the expansion favourable for the company.
3.2.1.3 Political/Legal/Institutional Factors
The country is potentially located in terms of geographical dimension as the country
is well connected to the country of Australia by both airways and waterways (Ciren et al.,
2016). The country has direct flights and water route which make the expansion of the
product into the country better. The political proximity of the country in regards to Australia
is of great value as both the country have cordial political relations which make the expansion
of a particular industry into the country of great importance. Both the countries being
democratic in nature provide ample provision for the industry to set in the nation.
The level of political stability in the country of India is well above average as there is
a steady government system which provide ample amount of support for the company to get

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established in the nation. The government as well as the institutions are well stable which
make the implications for better establishment of the industry from the province of Australia.
The pollution and the other factors like the lack of sanitation make way for a number
of diseases including cancer in the lives of the people belonging to the developing nations
which make sure that the products catering to the well-being of the people in relation to the
product for the treatment of cancer have good market demand. The overall treatment of the
diseases occurring due to the technological implication of Artificial Intelligence is of great
importance in the means. The amount of spread of cancer or related diseases being one of the
greatest in India amongst the world, the demand for the products of the company is huge
(Subramanian, 2018).
The legislative acts of India are in favour to the expansion of foreign industries into
the country of India and so there would not be any of the legislative changes that will impact
the entry of the market into the province of India.
3.2.1.4 Infrastructural Indicators
India is a nation in which the infrastructure is growing at a rapid rate with the increase
in more number of airports and other ways of transport in the nation. There are airports in
most of the major towns and cities of the country which means that the transport facilities is
good in terms of the country for the healthcare technology.
The number of ports in the country is vast as most of the cities behind the sea cost is
connected to the waterline and have domestic or international port facilities for the incoming
of the industries from Australia (Ryan, 2016). The types of facilities in the ports result from
the way advanced form of exchange of amenities in the period of time. The rail network of
India is one of the best in the world as it is one of the largest network of rails in the span of

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time. The length and the quality of rail network is of prime value as it makes sure that the
overall facilities are done in prime manner.
The quality of road is improving at a major pace as it makes sure that the road quality
for the country is developing for the industrial expansion (Smith & Zook, 2016). The
government is spending in tonnes for the development of railways for the majority of the
span of the country.
The telecommunication, media and IT environment for the country is of prime
importance as it leads to the growth of the industrial sector of the country in the sect of the
span (Percy & Elliott, 2016). With the growth of the education and job prospects, the overall
growth of these sectors have implied knowledge which make the expansion of the industries
at a prime rate. The inclusion of Digital India movement is expanding the telecommunication
as well as the level of IT in the span of the time. The overall analysis of the
telecommunication makes sure that the country has ample access to proper industrial growth.
The country is heading towards a steady urbanization process at a rapid rate which is
greater than most of the developed countries of the world facilitating the growth of the
healthcare provision in different parts of the country.
The level of literacy is also improving at a major pace with approximately 70% of the
people of the country being literate. The female literacy rate is also improving at a major
pace.
India is one of the major countries of the world where the level of telephones, radios
and television rates are increasing at a rapid rate due to the growth of the literacy levels
(Batra & Keller, 2016). The technological growth of Indian in terms of software and even the
prevalence of Artificial Intelligence is worthy which facilitates the occurrence and the
expansion of a company due to the growth and development of the process. Due to the

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growth of more literate people in the sect, the rate of reading and access for the healthcare has
increased at a major pace.
3.2.1.5 Demographic Trends
The target overseas market for the Volpara Health Technologies is India where the
demographic trends are as under –
Age – The age group for the target audience is any group of people who suffer from cancer
and need healthcare facilities.
Distribution per capita income – The per capita income for the people is approximately
higher middle class to higher class who can afford the treatment and the healthcare.
Level of education – The level of education for the people of the healthcare provision is
fairly educated who know the meaning of healthcare provision and have detailed analysis for
the healthcare implications. The growth of science and even the generation next software of
Artificial Intelligence has been in focus to expand the country at a major base.
Socio-economic grouping – The socio-economic grouping is for the people who are aware
of the treatment and for the people who are literate in the sphere of the time. The overall
analysis of the grouping is according to the social and economic well-being of the people.
3.2.1.6 Effect of seasonal or climate factors
Supply – The supply for the health treatment machines on the target countries is basic in
terms of the amount of supply from the home country (Chaffey, 2016). The overall analysis
of the supply is good as the seasonal and climatic changes lead to the disease needing
treatment.
Storage – The storage for the machines should be done in a scientific manner which need
some of the betterments in the Indian provision.

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Distribution – The distribution of the technologies relate to the need of the machines in
various healthcare institutions which is positive in the case of India.
Demand – The demand for the product in on an increasing sphere as the people who are
getting infected with the disease need a means to get cured which is provided by the company
making the demand for the product as high as required in the span. The demand for more
advanced healthcare technology which operates in terms of the Third Generation Artificial
Intelligence system is of prime value as that facilitates the cure and ways.
3.2.2 Nature of Demand
The nature of the demand for the product is based on the needs of the people but is not
seasonal or related to any of the internal factors (Piekkari, Welch & Welch, 2014). The need
for the product is stable as more healthcare units will strive to improve their facilities.
3.2.3 Extend of Demand
The extend of demand is of prime value as the people who are demanding the services
from the product will keep on increasing due to the higher level of cancer patients and also to
the fact that more people are engaged in healthcare services.
3.2.4 Stage of Product Life Cycle
There are four stages of a product lifecycle namely Introduction, growth, maturity and
the decline in the growth. The cancer detecting machines in the Volpara Healthcare Limited
is primarily in the introduction stage in the Indian province as is expected to grow at a major
rate.
3.2.5 Cost structure of the Industry
The cost structure of the industry is very high as the technology involved in the
overall growth of the places is way higher in the span (Gilligan & Lowe, 2018). The cost

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structure of the industry is related to the expansion of the industry in the span of the time
which means that the cost of the formation of the industry is of prime value.
3.2.6 Regulatory Environment
The regulatory environment of the Volpara Healthcare Limited is of easy of nature as
the regulation is favourable for the people of the nation as the regulation for healthcare is of
easy nature. The regulatory environment for the establishment of the nature holds prime value
in the world.
3.3 Competitor Analysis
In the healthcare sector, though the companies of India are lacking in the potential
healthcare provision, it has been seen that there is potential competition among local and
imported products. The percentage of market for local products is approximately 40%
whereas the exported products is nearly 60%.
The country is a net importer for this product group. The developed countries like UK
and USA and even Russia are prime exporters. The market share for the companies are
approximately over 50%.
The major competitor for these kind of products are iCAD in the international market
whereas there is no local manufactures which can give tough competition alone.
The competitive environment is concentrated and the number of competitors is
approximately over 20 in the particular country. One of the chief reasons for the betterment
of the company in terms of the prevention of the disease is the use of Artificial Intelligence
in the major parts of the cure which is absent in most of the small and medium healthcare
places.

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The local and the overseas manufacture of the same kind of product and their ranking
is totally based upon the information related to the ownership and business activity. The
overall synergy is related to the ownership and the location of the product and the market
segment. The competitors have focus and ranking which make the competitor one of the best
in the market for the span of the time. The supplier try to make sure that the overall analysis
of the production is done in the span. The financial production as well as the reputation have
also prime competition.
The threat that is there for the competitors is relevant for the market entry is the fear
of losing clients and financial stability for the market. The program for the manufacturing of
the product is there for the different forms of marketing in the span of the time. The substitute
products that are manufactured in the market are the ones that detect the same problems with
a better proximity. The overall analysis of the substitute product like the medicinal treatment
and the companies have been aligned as per the needs.
3.4 Organizational Assets and Skills
The competitive strategy for the company relating to the growth and innovation has
bought this to its present market position. The key competitive advantages include the
innovation of new products into the market with cost affordable rates.
The distinct competencies for the company is according to the uniqueness of the
company in relation to the other companies that are there in the market. The unique
distinctiveness of the company lies in the providing effective breast cancer treatment in the
developing countries.
Competitive edge or the company or the unique selling proposition lies in the
vouching over an organization from the other in the span of time which lies in the uniqueness
of the treatment in the span. The use of Artificial Intelligence in the overall curing process

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and the method of expansion through the methods of Artificial Intelligence is therefore one of
the major competitive edges for the company at large.
The chief factors accountable for the international success lies in the fact the effective
and comparatively cost effective ways of international success. The strengths of the
organization are likely liable for the success for the international markets.
The services that will encourage the potential customers to switch from their existing
supplier to the new firm is the effectiveness and the rate of services which is competitive. The
use of Artificial Intelligence in the treatment is also one of the major factors that attracts a
lot of customers from the competitors.
The products are differentiated from the rest of the products in the market from the
effectiveness rate of the products. The major advantage is the believe of the Indian consumers
on foreign products and also on the effectiveness of foreign made goods. The company’s cost
position lies in the fact that it has advantageous position in the economy of Indian variant. \
The Company Volpara Health Technologies does provides superior end services to
the end customers. The company’s reputation in the market place is that of a good innovator
that tried its best to have level into the world to have detailed analysis in regards competition.
The company has good service opportunity over other customers which provides state
of art facilities in a country like India. The company has advantage over the marketing skills.
IT technologies and the relation with the various types of suppliers and distributors and media
persons.
4. SWOT analysis
4.1 Strength and weakness
Strength Weakness

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 Innovative product which caters to
the cancer patients
 Cost effective in relation to others
 Effective in making the purpose
solved
 The characteristics of innovation
along with cost-effective product
services makes it distinct from the
competitors
 Inclusion of Artificial Intelligence
into the methods of curing the
diseases.
 Lack of promotion
 Only catering to a single disease
 The characteristics of the company
with make it is lesser than the
competitors relate to the fact that the
cost of the services is way greater
for the people.
4.2 Opportunities and Threats
Opportunities Threats
 The spread of cancer as a disease in
India being prevalent makes the
opportunities for the establishment
of the organization one of the most
prevalent
 The market for the treatment of
cancer is currently emerging
especially breast cancer
 The use of Artificial Intelligence
can cure a lot of dangerous diseases
 The threat is the lack of promotion
among the people of the country for
the whole device which help to cure
cancer among the people leading to
less number of people
 The lack of knowledge among the
people of India for the cure of cancer
is another threat that can decrease
the popularity

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and can potentially understand the
situation.
 The nature and extend of the
opportunities lies in the fact that the
target company and market are
adhered with the use of the devices
stated making the opportunity of
growth stable.
 The threats are medium way likely
to have an impact on the company
for making a position in the market.
4.3 Implications of SWOT analysis
Assessing the SWOT analysis for the country, it can be deciphered that the company
should enter the Indian market as a part of the promotional strategy that is being implied. The
attempt to enter the Indian market should couple with the fact that the country needs more
breast cancer reducing machines due to the lack of knowledge among the patients of the
country. The business can be achieved with the required amount of promotion for the fact that
the international target market lacks the process for the promotion and also the company can
develop the business with competitive advantage.
5. Objectives
5.1 International objectives
The International objectives for the company to seek into the international market via
the growth prospects that is being provided by the manufacturing business as well as the rate
of market diversification. The improvement of the cost position is there which is maintained
through the economies of scale. There is a level of market diversification which helps to

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establish the international market for the promotion of the Volpara Health Technologies in
India.
5.2 Market Objectives
The company will be a market leader due to the less availability of the similar kind of
services in a developing country like India where the level of market level for the knowledge
of the disease is way lesser. In addition, also the company will get the greatest share of the
market from the hospitals and the cancer treatment centres where their return on investment is
the highest.
6. Recommended market strategy
6.1 Target markets
The target market for the Volpara Health Technologies Limited is India which is one
of the highly and fastest developing nations of the world has a number of characteristics for
the effective customer B2B behaviour for the development of the product. The product is
targeted for better health of the people and so a relative Artificial Intelligence is needed
which is one of the prime in the matter. The benefit of the AI system will help to increase the
customer effectiveness in the target market which will attract more customers.
6.2 Market positioning
The market positioning for the Volpara Health Technologies in the market is of prime
importance as there are only a few companies in the market which are of this importance in
the province of India. The market positioning of the company is based on the fact that a few
number of companies manufacture products as per the requirements with the help of the
system of Artificial Intelligence which make the position of the company better than the
rest.

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6.3 Market entry strategy
The market entry strategy is chosen for the country of India which is one of the largest
markets in the world. The country has a huge population with a number of people being
detected with the prospect of cancer and the establishment and expansion of the Volpara
Health Technologies Limited help to make sure that the population of the country have
enough access to the overall market places.
The evaluation of the alternative market strategies measure to the alternate countries
in which the expansion could have taken place namely Pakistan, Bangladesh and Sri Lanka.
In comparison to these countries, India is surely the best from all the points of view like the
demographic, economic, political and social standard. The overall analysis of the countries in
terms of the social and economic points, India be the best in the full area of South Asia.
7. Marketing Mix strategies and tactics
7.1 Product/services
The existing products is to be modified to have ample evidence for the betterment of
the company in the prolonged span of time. The modifications will better help the company
to deal with the product and also to have ample evidence for the better business in treating
patients with the help of the variety of mix of good process and Artificial Intelligence
Method. The development of new products can also be an option which will determine the
product positioning in the market. The designs and work should be designed and have copy
right for the betterment of the market and also to increase brand name.
7.2 Price
The price of the products and services should be affordable to meet with the demands
of the customers and also should acquaint with the fact that India is a developing country
where the value of the money is higher than the developed nations.

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7.3 Place
The place is India which is one of the largest democracies in the world. The place is
one of the best markets for making sure that the product has a good match in the overall
place. The overall analysis of the report makes sure that the place has affinity towards the
newer development of the place and also to have a detailed place analysis which can provide
a good market for the establishment of the company and to perform in the manner.
7.4 Promotion (including promotional budget)
The promotional budget for the establishment of the company in the realm of Indian
market can be used by the promotional budget that is being used. The promotional budget for
the company lies in between $200 thousand to $500 thousand dollars which is a huge
promotional budget for a health care industry.
8. Planning Budget
8.1 Planning assumption
According to the planning of the company and the people involved in the planning of
the expansion of the Volpara Health Technologies Limited, the future operating condition for
the marketing plan can be sub altered into the case of prediction for the future estimate. The
overall analysis of the planning estimates to around 10% growth in the annual rate which
means that the overall planning analysis for the expansion of the company into the real life
market of India.
8.2 Forecast Sales and Costs
Break-Even
FIXED EXPENSES
FIXED EXPENSES
BLDGS / REAL ESTATE $ 71,500

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LEASEHOLD IMPROVEMENTS 12,050
CAPITAL EQUIPMENT 25,000
LOCATION / ADMIN EXPENSES 8,500
OPENING INVENTORY -
ADVERTISING / PROMO EXPENSES 7,000
OTHER EXPENSES 50,000
TOTAL FIXED EXPENSES $
174,050
Variable
Expenses
INVENTORY OR MATERIALS 0.0
DIRECT LABOR (INCLUDES PAYROLL TAXES) 0.0
OTHER EXPENSES 0.0
OTHER EXPENSES 0.0
SALARIES (INCLUDES PAYROLL TAXES) 0.0
SUPPLIES 0.0
TOTAL VARIABLE EXPENSES 0%
BREAKEVEN SALES LEVEL = 174050
Figure – Forecast Sales and Cost (Break even expenses)
(Source – As created by the author)
According to the figure stated above, it can be seen that the break even cost of the
company is depended on the fixed expenses and the variable expenses that are occurred by
the company for making their expansion in the new country. The cost of the fixed expenses
include the real estate and the other sources whereas the variable expenses include the

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inventory which is on of the prime in the case. The labour charges and other expenses are
also included which can be seen in the above chart.
8.3 Forecast Profitability
Start-up Cost
Summary Statement
Sources of Capital
Owners' and Other Investments $
64,000
Bank Loans 9,50
0
Other Loans
-
Total Source of Funds $
73,500
Startup Expenses
Social Media $
71,500
SEO 12,05
0
Mobile Marketing 25,00
0
Google Adwords 8,50
0
Opening Inventory

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-
Advertising / Promo Expenses 7,00
0
Other Expenses 50,00
0
Total Startup Expenses $
321,050
Figure – Start-up cost
(Source – As created by the author)
As stated the chart above, the start-up cost of the place includes the capital and other
type of expenses that is being included in the phenomenon of time. The overall expense of
the figure makes sure that the start-up cost of the company is comparatively lesser in a
country like India where the value of money is more than required. The overall analysis of
the start-up cost depend on the country in which the expansion is being done.
8.4 Sensitivity analysis
Profit and Loss
Year 1 Year 2
Gross revenue $1,743,000 $1,777,860
Cost of goods sold $100,800 $102,816
Gross margin $1,642,200 $1,675,044
Other revenue [source] $0 $0
Interest income $0 $0
Total revenue $1,642,200 $1,675,044

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Operating expenses
Sales and marketing $7,000 $7,140
Payroll and payroll taxes $50,000 $51,000
Depreciation $21,710 $22,144
Maintenance, repair, and overhaul $0 $0
Total operating expenses $78,710 $80,284
Operating income $1,563,490 $1,594,760
Interest expense on long-term debt $0 $0
Operating income before other items $1,563,490 $1,594,760
Loss (gain) on sale of assets $0 $0
Other unusual expenses (income) $0 $0
Earnings before taxes $1,563,490 $1,594,760
Taxes on income 30% $469,047 $478,428
Net income (loss) $1,094,443 $1,116,332
Cash flow
Year 1 Year 2
Operating activities
Net income $0 $0
Depreciation $21,710 $22,144
Accounts receivable $0 $0
Inventories $0 $0
Accounts payable $0 $0

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Amortization 1,000,000 1,000,000
Other liabilities 50,000 50,000
Other operating cash flow items 150,000 150,000
Total operating activities $1,221,710 $1,222,144
Investing activities
Capital expenditures $0 $0
Acquisition of business 0 0
Sale of fixed assets ($469,047) ($478,428)
Other investing cash flow items 0 0
Total investing activities ($469,047) ($478,428)
Financing activities
Long-term debt/financing ($9,500) $0
Preferred stock 0 0
Total cash dividends paid 5,000 5,000
Common stock 0 0
Other financing cash flow items 0 0
Total financing activities ($4,500) $5,000
Cumulative cash flow $748,163 $748,716
Beginning cash balance $0 $748,163
Ending cash balance $748,163 $1,496,879
Figure – Profit and Loss

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(Source – As created by the author)
9. Implementation and Control
9.1 Formal project plan for implementation of recommendations
The formal project plan for the implementation can have a number of issues for which
the recommendations are of prime importance. The formal project plan for the
recommendation can be seen in the light of the fact that the using the market right for the
implementation of the product and also to analyse the product and the elements in the most
potential way (Scarborough, 2016). The overall analysis of the methods seem in the fact that
the recommendations can be seen in the market. The use and the quality of the software used
for the Artificial Intelligence method is to be improved. The market is to be an analysed to
make sure that each of the company has all the required market analysis for the country to be
established. The plan if the Indian market expansion fails to a great level is to expand the
market to a whole new different level and to establish the market in some of the different
country other than India.
9.2 Monitoring of action plan
The action plan should be monitored to have detailed analysis of the work that is to be
done while expanding the health technologies from the province of Australia to the Indian
market which is one of the potential markets for the overall analysis of the plan. The
monitoring of the plan is to be done by the method of the monitoring the plan which is one of
the major tactics of the scene. The action for the plan is to be monitored by giving analysis to
the key people and also the time and cost of the estimated analysis plan.
9.3 Formal contingency plans
The action plans that are to be included for making sure of the contingency level of
the place is to be analysed to have detailed analysis of the sources. The contingency plan is to

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be discussed with the events in relation to the expansion of the plan in the concerned manner
The formal contingency plan is to be adhered to have detailed sources to make sure of the
level of contingency in the organization. The expansion program of the event is to be adhered
to have equal balance in the new established market and also to have fulfilled the action plan
in the concerned span of time.

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