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.