BE268

Class of 2010-11

Spring Term Assignment

Group Assignment

A. Group Presentation (20% of the marks for group work)

Group Presentations - Week 22, 4th March 2011, 10am-1pm.

Each Group submits an electronic copy of presentation slides one the day before the
presentation to the module leader.

B. Group Report (20% of the marks for the group work)

One group report from each group should be submitted electronically no later than
Wednesday 23 March, 2011 (23:59:59 hours).

A hard watermarked copy must be handed over to the School’s enquiry desk (3rd floor) by
Thursday 24 March, 2011 (16:00:00 hours).

Word Limit – 4,000 words.

In the appendix of the report each group should attach a written and signed personal
contribution to the report from each group member; as well as a record of group meetings and
preparations that took place.

Each group and all group members are required to follow closely the guidance and
instructions for group work provided in the Graduate and Programme Handbooks.

Group Presentation

Week 22, 4th March 2011, 10am-1pm.

Each group will be expected to make a 20 minute presentation of their group work. Each
presentation will be followed by a 10 minute question and answer session. See Graduate
and Programme handbooks for guidance on presentations. Note that all members of the group
will be expected to demonstrate their contribution to the group presentation.
Group presentations should be restricted to 12 slides, and should concentrate on the key
points covered in the report (outline of concepts, theories, data sources, international business
strategy and planning of the firm, findings and conclusions/recommendations) methods used
to obtain data and information; the roles of different members of the group.
Introduction to the assignment

Work with World Health Organisation (WHO) for the Safe Injection

In 2009, in conjunction with the WHO and several other international organisations, WEGO
Group established a partnership with Danish company ADject to develop a unique
functional Auto-disposable Syringe.

Re-use of the injection equipment is responsible for most of the infections that result from
immunisation. Fortunately, several new types of syringes have been designed to prevent
reuse. For example, Auto-Disposable (AD) syringes automatically become disabled after one
use. WHO and UNICEF now recommend that auto-disable syringes should be used for
administering vaccines, particularly in mass immunisation programmes.

Auto-disposable (AD) Syringe

Auto-disposable syringes are designed for use with little or no instruction. However, an initial
practice session with the new syringes may help workers understand how to use them more
quickly, may help them appreciate the benefits of auto-disable syringes, and may assist
workers to switch between different types of syringes without wasting them.

The main competitor in the international medical devices market are :

• Soloshot and Soloshot FX syringes from Becton Dickinson (BD)
• K1 syringes from Star Syringe Ltd.
• Destroject syringe from Bader
• Univec syringe from Univec, Inc.
• Uniject prefilled injection device from Becton Dickinson (BD)

Assignment

Each group is required to write an International Business Strategy report.

Each Group report should be based on the analysis of the international market strategy of
auto-disposable syringe for WEGO Group, with specific reference to the firm’s prospective
business operations in the different market region.

MAIN MARKETS:

Group 1: African market

Group 2: Asian market
Group 3: European market
Group 4: North –American market
Group 5: South-American market

And ONE ADDITIONAL MARKET of your choice out of FIVE markets given in the
assignment.

The report should address the following issues using appropriate references to the literature
to:
a) modes of entry;
b) business strategy and internationalisation;
c) forms of business activity centred around growth through internationalisation.
The report should address the following questions using appropriate reference to the literature
to:

a) the international business market for auto-disposable syringes;

b) what mode(s) modes of entry can and should be considered and why?;
c) what competitive advantage does WEGO Group may have (in comparison with its
competitors)?
d) what specific strategies for growth through internationalisation (including the
marketing of its products) should WEGO Group consider and why?
e) what specific and priority business activities should be considered to achieve growth
through internationalisation and to help realise the strategies identified in the above .

Each group is expected to use as much secondary material as possible and set up
meeting/interview sessions with Wego Research Group located on the 3rd floor Gateway
building, Southend campus, with a view to obtaining relevant information and resources
relevant to the project.

Additional information to the assignment (web links) is uploaded onto Moodle BE268
module pages.

Entrepreneurship and Innovation Group, EBS

and
Wego Group

January 2011