Market survey for dental products; Core Parenterals Ltd.

Abstract

High-growth organizations have always relied on the strategy of expansion of existing capacities coupled with that of. diversification. Core management had been quick to realize that merely expansion would not be able to sustain high growth as envisaged in their corporate plan. Thus, Core is trying to add new businesses to their existing ones apart from augmenting the existing capabilities. In pursuance of the above objective, Core has identified Dental Products area as a potential high-growth area and are in the process of assessing the feasibility of making a full-scale entry in this field. It is precisely under this background that the market survey for dental products had been initiated. After identifying the information needs, the research was designed as per three modules, viz., Desk-research (to get familiar with the dental market and dentistry as such), unstructured interviews with doctors, dealers and distributors to generate idea about the existing’ state of the market and the incumbent players and finally designing of questionnaire and its administration at selected cities all-over India. The cities covered were Delhi, Bombay, Madras, Bangalore, Chandigarh, Ludhiana, Jalandhar, Indore, Lucknow, Jaipur, Pune, Coimbatore, Baroda and Ahmedabad. High-volume and high-growth products have been identified and the data regarding existing companies, their prices etc. was obtained and total demand estimation in various segments was done. The respondent group consisted of leading Dentists, Dental Dealers and Distributors and manufacturers of dental products. The information culled from the respondents regarding various high-demand products, supplier companies and sizes of various segments etc. has been presented in the subsequent pages.