Identifying the challenges concerning the distribution

Of

Submitted by:
Muhammad Ahmed Siddiqui (46634)
Sana Imtiaz (50215)
Zainab Irfan (46165)
Zeeluf Rashid (46633)

A Research Proposal
Submitted as a mandatory requirement for
The course of Research Project-II in the program,
Bachelor of Business Administration
At Iqra University, Main Campus
Karachi, Pakistan
January ’22

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 Acknowledgment

We would like to thank Allah Almighty, who has blessed us with enlightenment and the
constant flow of ideas, understanding, and ability to complete this report. In performing
this project, we had to take the assistance and advice of some respected people, who
deserve our greatest thankfulness. We would like to express our profound gratitude to the
instructor DR. Sajjad Nawaz Khan for his unwavering support and guidance throughout
the course of "Research Project-2". We would also, like to extend our gratitude to MR.
LIAQUAT ALI regional head of ZOLL Medical for their consent and relentless support
for conducting this research. Furthermore, we are grateful to all those who have one way
or another contributed and guided us in this Research.

Thank you!

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Table of Contents

Acknowledgment...................................................................................................................................2
Table of Contents..................................................................................................................................3
3 Introduction......................................................................................................................................10
3.1 ZOLL's History............................................................................................................................10
4 Company’s Profile.............................................................................................................................10
4.1 Mission Statement:....................................................................................................................10
4.2 Vision Statement:......................................................................................................................11
4.3 ORGANIZATIONAL CHART..........................................................................................................11
4.4 PRODUCT DETAIL.......................................................................................................................12
4.5 Definitions of Key terms.......................................................................................................14
5 Project Background......................................................................................................................15
6 SWOT Analysis.............................................................................................................................15
7 Industry background....................................................................................................................16
7.1 Competitors...............................................................................................................................16
Target Market......................................................................................................................................19
7.2 PEST Analysis.................................................................................................................................19
8 Area of Investigation.........................................................................................................................21
8.1 Problem Statement....................................................................................................................21
8.2 Conceptual Framework:.............................................................................................................21
9 Purpose of project............................................................................................................................22
10 Significance of the project.......................................................................................................23
11 Work plan methodology..........................................................................................................23
11.1 Flow Chart............................................................................................................................23
11.2 Research Approach..................................................................................................................24
11.3 Sampling Technique.................................................................................................................24
11.4 Sample Size..............................................................................................................................24
11.5 Instrument of Data Collection..................................................................................................24
11.6 Ethical Consideration...............................................................................................................24
12 Analysis of Data & Interpretation............................................................................................24
12.1 Transcribed Interview..........................................................................................................24

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 12.2 Content Analysis......................................................................................................................26
13 Discussion, Conclusion & Recommendation............................................................................27
13.1 Discussion................................................................................................................................27
13.2 Conclusion...........................................................................................................................27
13.3 Recommendation....................................................................................................................27
14 Industry Experience........................................................................................................................27
15 References......................................................................................................................................28
15.1 ZOLL Medical company information sources...........................................................................28
16. Executive Summary

16.1 Business Card...............................................................................................................................29

16.2 Picture from the visit...............................................................................................................30
17 Consent form..................................................................................................................................31

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3 Introduction
3.1 ZOLL's History

ZOLL is expanding beyond its initial emphasis on external pacemakers and defibrillators for
the treatment of cardiac arrest. As we deliver goods and services to a considerably bigger
resuscitation and critical care market, we think there is a significantly higher possibility to
enhance operational profitability and earn significant recurring revenues. As the science of
resuscitation advances, so does our commercial prospect and revenue development potential.
As we deliver goods and services to a considerably bigger resuscitation and critical care
market, we think there is a significantly higher possibility to enhance operational profitability
and earn significant recurring revenues. Historically, ZOLL grew largely from its core
defibrillation and pacing technologies, which were utilized to treat sufferers of SCA and other
heart arrhythmias. This was largely accomplished through the sale of capital equipment to the
hospital and emergency medical services (EMS) industries. ZOLL has been successful in
creating long-term revenue growth by growing its market share via major expenditures in
R&D and the establishment of direct sales and distribution channels through a strong product
differentiation strategy.

4 Company’s Profile
ZOLL, an Asahi Kasei company, develops and produces medical equipment and software
solutions that aid in the advancement of emergency care and the saving of lives, while also
boosting clinical and operational efficiency. ZOLL provides a comprehensive set of
technologies to clinicians, EMS and fire professionals, as well as lay rescuers, to help them
improve patient outcomes in critical cardiopulmonary conditions, such as defibrillation and
cardiac monitoring, circulation enhancement and CPR feedback, supersaturated oxygen
therapy, data management, ventilation, therapeutic temperature management, and sleep apnea
diagnosis and treatment. The Asahi Kasei Group makes a difference in people's lives all
across the world. Since its inception in 1922 with ammonia and cellulose fiber, Asahi Kasei
has constantly developed via the proactive transformation of its business portfolio to satisfy
the changing demands of all ages. With over 40,000 workers worldwide, the firm contributes
to a sustainable society by addressing global issues via its three business categories of
Materials, Homes, and Health Care. Its health care activities include acute critical care
equipment and systems, dialysis, therapeutic apheresis, transfusion, and the development of
bio therapeutics, medicines, and diagnostic reagents.

4.1 Mission Statement:

Our mission is to help customers achieve clinical success and improve patient outcomes.

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 4.2 Vision Statement:
Saving Lives through Transformational People and Products.

4.3 ORGANIZATIONAL CHART

ZOLL Regional Head ISC

Finance & Advisor

Executive

Business Business Business Business

Development Development Development Development
Manager (West- Manager ( North Manager (South Manager
India) India) India) (Bangladesh)

Technical Service
Engineer

4.4 PRODUCT DETAIL

1 Defies/ Monitors

2 AED’s for Public Safety

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 3 Mobilize Trauma Kits

4 Temperature Management

5 Ventilators

6 AEDs for EMS

7 Automated CPR

8 Wearable Defibrillators

9 IPR Therapy

10 Aspirators

11 AED for Hospital

12 Accessories

13 Cardiac diagnostic

14 Super Saturated Oxygen Therapy

15 Resus Defibrillator

Resus Defibrillator

Professional Automatic Transport

External Automatic Pulse
Defibrillator Ventilators
Defibrillator
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X-Series
AED Plus G5
4.5 Definitions of Key terms

1. Defibrillator: The treatment of cardiac arrest requires the use of a defibrillator. For
the benefit of trained rescuers, first responders, and medical staff, it provides
monitor/defibrillators. Their whole line of defibrillators uses the same operating
system, which lessens the need for training and increases usability.

2. Cardiac Defibrillator with CPR: The CPR technology in the defibrillator from
ZOLL gives real-time data on the depth and speed of chest compressions. It is a
component of a broad and comprehensive line of defibrillation solutions intended to
advance the field of resuscitation.

3. R Series defibrillator: The R Series defibrillator was created to assist you in

performing high-quality CPR, offering the best defibrillation and pacing therapies,
and managing your data to address important quality improvements.

4. X Series defibrillator: The X Series delivers the features you would expect from a
fully equipped display while being small and light. The X Series is put through more
severe testing than any other monitor when it comes to durability because it is
measured against the most recent military specifications.

5. Ventilators: Consumers are considered in the design of ventilators. By offering on-

screen instructions that enable clinicians to quickly and easily start effective
oxygenation and treatment for patients, ZOLL ventilators avoid the difficulties
associated with the majority of portable ventilators. Smart Help technology is
included in ZOLL ventilators to speed up alarm resolution.

6. AED 3: Designed for professional rescuers, the ZOLL AED 3 defibrillator provides
in-depth rescue support for both adult and pediatric victims of sudden cardiac
arrest.

7. The AED Pro: The AED Pro can provide both basic and advanced life support.
While it gives BLS rescuers direction, it also provides professional rescuers with
more sophisticated skills.

8. The AED Plus: The AED Plus defibrillator will assist rescuers in practicing high-
quality CPR and, if necessary, will administer a potentially lifesaving shock to the
heart.

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 9. AHA American Health Association

10. ERC: European Research Council

5 Project Background
Each year, more than 166,000 out-of-hospital cardiac arrests (OHCAs) occur in the United
States, with an estimated 55 occurrences per 100,000 people globally. According to the
findings of a new register established by researchers at Aga Khan University in collaboration
with 12 public and private hospitals in Karachi, just one in a hundred persons in Pakistan
survive a cardiac arrest, one of the worst sorts of medical crises. Several studies have found
that using automated external defibrillators (AEDs) quickly increases survival after a cardiac
arrest. Aside from the survival advantage, AEDs can give information on the cause of the
arrest.

6 SWOT Analysis

STRENGTH WEAKNESS OPPORTUNITIES THREATS

 Advance  Global attention to

 High Priced  Low price
improve healthcare
technology Products systems with big competition
projects
products  Less Focus in  Government in  Local purchase
developing
 Global footprint developing process and
countries are
spending more on
 Qualified and countries bureaucratic
healthcare
trained sales force  Distributor  Medical hurdles
professionals are
 Clinically proven dependent focusing on getting  Un-friendly
high quality
products business business policies
products
 Low marketing  International donor and culture
 International
agencies like JICA,
certification like clinical activities USAID is  Political and
supporting local
FDA, CE, ISO, and in ISC Indian governments in economic
improving
PMA School Certificate instability
healthcare systems

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7 Industry background
7.1 Competitors
Some of the major competitors of ZOLL Medical are:
 Physio-Control: Dr. Karl William Edmark established Physio-Control Corporation as a
pioneering firm in the field of portable defibrillation. Physio-Control is a company that
creates emergency defibrillation and automated CPR equipment.

 Philips: Philips improves people's health and well-being through meaningful innovation
at the center of everything. They aim to grow responsibly and sustainably Philips has
deployed a comprehensive set of commitments across all the ESG Dimensions.

 Stryker: Stryker is one of the world's leading medical technology companies and,
together with our customers, we are driven to make healthcare better. We offer innovative
products and services in Medical and Surgical, Neurotechnology, Orthopedics, and Spine
that help improve patient and hospital outcomes.

MarketShare:

MARKET SHARE 2022-2023

ZOLL PHILIPS STRYKER PHYSIO-CONTROL

1%
20%

79%

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Target Market
ZOLL is committed to improving outcomes via the application of new resuscitation and acute
critical care technology. Every day, our medical devices and software solutions assist
physicians, EMS and fire personnel, lay rescuers, and the military in providing life-saving
treatment. ZOLL provides technology that improves emergency treatment while also
benefiting patient

ZOLL medical products used by:

1. EMS & Fire: X series Advanced, Xseries for EMS, ZOLL AED 3 BLS, AED plus, AED
Pro, etc.

2. Homeland Security: Propaq MD, AED Plus, AED Pro, EMV+, R Series, etc.

3. Hospital: AED Plus, AED Pro, Auto Pulse, Software Solutions, ResQPOD ITD

4. Military: Propaq MD, 330 Multifunction Aspirator, AED Plus, Fully Automatic AED
Plus, ZOLL AED 3, EMV+, etc.

5. Non-Acute Care: AED Plus, AED Pro, PlusTrac, R series for Public Access, ZOLL
AED 3 BLS.

6. Public Safety: ResQSystem, ZOLL AED 3, Power heart G5, AED Plus, AED Pro,
PlusTrac, etc.

7. Remote Patient Management: Cardiac Monitor, Heart Failure Management System,

Life Vest Wearable Defibrillator.

7.2 PEST Analysis

Political Issues

Political stability is vital for every economy and business, it helps in enhancing the
confidence level of investors and businesspersons to invest in the market and contribute
towards economic growth, job creation, etc. As you know ZOLL is operating in Pakistan, and
the political environment in Pakistan is very unstable which shakes the investor's confidence
and market as well. For instance, the current moment of no-confidence motion puts the
market in a vulnerable position as no one can see what will happen on the day of vote casting.
Pakistan's financial year is July-June, the last quarter of the fiscal year starts from the month
of March, usually, during this period the Government, and senior officials focus on the

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budget preparation for the next fiscal year. At this stage different Chamber of Commerce, the
Government officials to take their input and introduce their suggestions for a good budget
ensuring betterment for the country and people also took on board people. However, the
entire month of March became a victim of politics and no one is focusing on economic
activities. Such political challenges always create issues and disturbed entire market
activities, which resulted in non-achieving the desired results and financial goals. ZOLL is
also facing such challenges as the funds available within the current financial year not
utilized and the tenders whom were supposed to be floated are still not coming up. Hence,
entire business and planning process is in question. No one knows what will happen next, as
the funds available need to be utilized within this fiscal and delays in tenders may fail in
achieving the desired business/results. Post-COVID Supply Chain challenges are already
being faced by the industry hence reasonable time is required to import and supply the
finished goods, in our case Medical Devices. The delay in tendering process is not in favor of
anyone including the country, people, patients, and organizations.

Economic Issues:

 Employment Rate – If the employment rate is high then it will affect ZOLL Medical
strategies in two ways – it will provide enough customers for ZOLL Medical products,
and secondly it will make it expensive for ZOLL Medical to hire talented & skillful
employees.
• Inflation Rate – The inflation rate can affect the demand of ZOLL Medical products.
Higher inflation may require ZOLL Medical to continuously increase prices in line of
inflation, which could lead to lower levels brand loyalty, and constant endeavors to
manage costs. Cost Based Pricing could be a bad strategy under such conditions.

• Work Force Productivity – Work force productivity in US has grown by 25-30 % in last
two decades even though the salaries are not reflecting those gains. It can enable ZOLL
Medical to hire skilled workforce at competitive salaries.

• GDP Trend & Rate of Economic Growth – The higher GDP growth rate signals
growing demand in the economy. ZOLL Medical can leverage this trend by expanding its
product range and targeting new customers. 

Social Issues:

Globalization is the new buzz in the world. The local, global, and regional components of
social reality interact in a way that is both interconnected and contradictory in a multi-
dimensional process. ZOLL's influence is based not only on the vast quantity of economic
resources they possess but also on its ability to move those commodities across the country.
ZOLL has the authority and freedom to choose the area and legal system in which they desire
to operate, allowing them to affect the host country's social and political events.

Technological Issue:

ZOLL aspires to improve healthcare outcomes not just via the use of improved, scientifically
proven technologies, but also through the management and transmission of Digital Patient

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Information and Case Data within your secure military network. ZOLL technology securely
streams digital near-real-time clinical data and waveforms from the field to hospitals and
beyond to improve overall patient care by:

• Improving transportation decisions through situational awareness at receiving facilities.

• Allowing the medic to get remote clinical assistance throughout extended field care.

• Data exchange in a secure real-time context

Furthermore, numerous severely sick patients can be watched continuously through a

centralized screen in a field hospital or during air medical evacuation. All patient data that
has been digitalized can be preserved for future reference and interaction with third-party
systems.

8 Area of Investigation
8.1 Problem Statement
ZOLL Medical has been working successfully for years and is focused on
improving outcomes with resuscitation. ZOLL has a great market share in the US
and their devices are helpful for the medical industry. One of their medical
devices i.e. defibrillators is a great contribution to the medical industry. It is not
just considered a shocking kit but a complete resuscitation with built-in CPR
technology. These defibrillators have been used in the Top 25 hospitals in the US
and they want to capture the market in Pakistan. Their purpose to capture the
market in Pakistan is not just to make profits but also to save a life. They want
their CPR technology to be used locally so that every precious life could be
saved. Having very high-priced products as compared to competitors with very
advanced technology. It is difficult to find a professional distributor to promote
the product professionally and as per the standard of ZOLL and at the same time
ensure their profitability. Moreover, it becomes much more difficult as they are
selling the product to customers who are evaluating the product on basis of the
pricing module because the Pakistani market is comparatively smaller than the
US market the distributor was able to sell limited equipment over a limited profit
due to which they were not willing to invest in it.

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 8.2 Conceptual Framework:

Problems faced by ZOLL

Finding a professional Distributor in

Acceptance by Customers
Pakistan

9 Purpose of project
 Providing better distribution processes and ways to market.
 Making customer perception for their products.

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10 Significance of the project
Through this research, we can receive and analyze the depth knowledge about the company
and how the company manages its operation. The research of our project and findings will
help the company in many aspects. It would help them in creating efficient distribution
strategies, which will help the company in achieving their sales target locally. It will also help
in making the company strategies stronger and clearer which will make the name of the
company recognized even more. Through this research, other pharmaceutical companies can
get inspired that how ZOLL Medical has a great market share on an international basis and
how their products are considered lifesaving kits. The result of our project will provide
essential knowledge of increasing sales of ZOLL medical, which will help in designing the
solutions to counter their action plans. ZOLL Medical will add a more innovative approach
to increasing their local space, which will increase their consumption of Defibrillators. Along
with that, more revenue will be generated which will help them in the growth of the
company.

AHA & ERC guidelines:

American Heart Association guidelines are updated every five years for CPR which is based
on current resuscitation science, protocols, system, and education whereas ERC which is the
European Resuscitation Council guidelines provides specific instruction regarding the
resuscitation process and these guidelines are given by keeping European practices in mind.
The AHA guidelines are followed in Pakistan, India, Bangladesh, and Nepal and ERC
guidelines are followed in Sri Lanka and Maldives.

11 Work plan methodology

11.1Flow Chart
Discussion with the instructor regarding the survey. Then developing the
week 1 questionnaire and interview question set.

Get the questions approved by the instructor. Get the consent letter
week 2-4 signed and conduct the survey.
Gather data from the research work i.e. interviews and questionnaire.
week 5- Start documenting it in the report.
6
We will make the initial draft and get it evaluated by our instructor
Week 7- before the final submission of our report.
11

FINAL
Final submission of report.
WEEK

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11.2 Research Approach
Our Research approach was Qualitative. We visited to the company for collecting the data
from the employees. It was a structured interview. We used qualitative approach and an open-
ended interview. After all the interview sessions we analyzed the collected data and then
interpreted all the data by categorizing and summarizing it in a perfect order to answer and
give a solution to the problem.

11.3 Sampling Technique

We used Purposeful Sampling Technique in qualitative evaluation. Our selected respondent
was only one employee. He told us about the basics and the highs of their brand. He
explained the competitors, the difference b/w them, and what is in the product which makes
worth in the market. In addition, he more accurately defined the problems of the company,
why it is appearing, and why not they are working on it more efficiently and effectively.

11.4 Sample Size

Since we planned qualitative research approach so our sample was only one employee. As we
interviewed the top levels who are the right participants to give us all the necessary
information in detail.

11.5 Instrument of Data Collection

Our data collection instrument was interview sessions. It was One-on-One interview with the
employee to discuss the issue in-depth. List of questions is attached in Appendix 2.

11.6 Ethical Consideration

1. We made sure to maintain the confidentiality of the provided information.
2. We made sure to maintain the formality and punctuality of our meetings.
3. Confidentiality of all the information of the employees.
4. Questions and interviews were conducted in a very decent and ethical manner.
5. Ensured that their data will not ever be disclosed by any of us.

12 Analysis of Data & Interpretation

12.1Transcribed Interview
Q1: Are your current distributors able to satisfy you or not?

One distributor in Pakistan with exclusive distribution rights for hospital segment and EMS Segment
no such public access. In India it is difficult to cover whole geographic region so they have divided
the distributors on the basis of area, specialty in public access device (AED’s, hospitals, Ambulance
EMS (Emergency Medical Services). Pakistani distributors have over 300 engineers for technical
services and 150 sales staff, entire team is of around 500 people one of the largest local distributors in
Pakistan. They’ve met their budget in 2020. Sold a lot of ventilators, 2021 was little short of target.
They discussed this issue and it they justified that nothing is lacking from distributors end. But the
issue could be foreign exchange devaluation in 2021, then government has less tenders some of them
were not finalized, low price equipment came into market, price became criteria to purchase. Zoll then
designed the strategy with its distributors that they started differentiating their products from low
priced product competitors, they started educational activity. International clinical specialists visited

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Pakistan. They conducted a training sessions and workshop in Indus hospital, NICBD, Shaukat
Khanum hospital. They explained that the shock box is a complete resuscitation package. Then
everyone started to understand that its different from other products this was their breakthrough.
Zoll’s financial starts from April-March, in first quarter 100% targets were achieved, in second
quarter more than 90%achieved. Zoll doesn’t have direct incentive policy but they offer training/
educational activity to distributor as well as home team. And they are asked to practice as well after
the session, it is judged, the best presenter (as per Zoll's standards) is given rewards like AED device.
If the member of distributor doesn’t know how to operate the device, then they are not allowed to
promote it.

Q2: What is rate of current economic condition on your sales?

Economic conditions from Zoll's point it is a volatile situation. The fluctuation in Dollar's rate/
currency is making life miserable. They cannot calculate specifically before participating in a tender.
If you accept it then you are bound to follow tender's terms and conditions. So, it’s an issue for
example this tender is valid for Pakistan fiscal year 2022-2023 so, the price you’ve quoted today you
have to maintain in PKR till June 2023. This disturbs the Distributor. If the tenderer askes to quote
price in local currency, then there is no choice, some of the local distributors are using budgeted price
their costing can become as H1 highest bidder so if price is on higher side then you're not going to
win it depends on your best judgment how you quote your price. Some tenders take 6 months to
finalize so anything can happen.

Q3: As compare to US market what is market share of Zoll Medical in Pakistan?

Rescue 1122 is using almost 90% of Zoll Medical products, Aman Foundation 80% and Rescue
Peshawar 70 to 80% respectively. Zoll has its most share at international airport which are around
90%. The division of Zoll is about 2.2 million Dollars company. But as a whole is around 22 billion
Dollars. We cannot compare US market share of Zoll to Pakistan because of the population and GDP
ratios. Our 90% of market volume would be only 1 million Dollars to the US market. So, 95% of
share would be only around 500 million Dollars. We cannot even compare the profitability of both
countries. Every market has its dynamics. Furthermore, he added, "a principal in China asked about
the sales of Pakistan in comparison of some small province of China that, this particular province has
100 million populations where Zoll agents achieve 10 million Dollars business, which is half less to
Pakistan's. So why not Pakistan is able to achieve such success? He then answered that population
isn't the only indicator where you can calculate the market. Which is very clear that we cannot
compare markets.

Q4: After the training sessions do your current distributor able to sell your products well?

We don't judge the performance of distributor on the basis of numbers, we do have different
mechanisms to train and rank them. When we do the training of distributor sales people, initially we
are having a criterion to send pre-training material before the training sessions and ask them to
prepare on those equipment or material and must have learn the product well. If they got less than
90% marks, then Zoll company refuse to higher as such employees. Hence, education is very
important perspective for Zoll hiring process it has a central goal whatever we do in our entire
strategy. Any person who attends Zoll training his motivational level toward the market will be more
confident as well as his knowledge is capable to deal with top customer confidently weather, he is
talking to a cardiologist, physiologist or consultant our distributor has enough knowledge to convince
and discuss with him about product features and knowledge. Then the customer will realize later that

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why is the Zoll's product are expensive than other companies and then he knows the worth of Zoll's
products.

Q5: How do you manage your distributors and how they are efficient at work?

Many companies struggle to manage their connections with distributors for the delivery of goods or
services but distributors are seen as business partners in Zoll since they serve as the route by which
the product enters the market. Zoll is available for their distributers at odd hours too so that
distributers ever find themselves in difficulty they know that they have got the company back
and vice versa. Zoll’s support their distributers clinically and educationally so Zoll try their
best to equipped the distributers so that they could be highly motivated throughout the
distribution channels. Zoll is always concerned that if distributers are performing well or not
so Zoll has set the agenda that if distributer find any difficulty to deal with any customer so
the company representative manager will work at front and face the customers with the
distributers so that distributers can learn and ready to tackle such customer by themselves too.
The company has also set the annual bonus and rewards not only for the distributers who will
make the distribution up to the mark but also for those who are presenting the Zoll in market
wisely.

Q6: How is Zoll leading in the market?

Because Zoll is the industry leader and focuses on cutting-edge innovations, the market is well aware
of the company. Zoll made the decision many years ago that they wanted to be known in the market
as a firm that provided resuscitation equipment rather than defibrillators. Twelve years ago, it was the
first company to introduce CPR technology, while its competitors did not give it much consideration.
Years later, competitors are starting to catch up with Zoll and providing CPR technology to
customers, but because Zoll was first with the technologies in the past, it has maintained its position
as the market leader. Zoll's business approach is to treat and give their clients the newest technologies.

Q7: Who are your target Customers? Are they willing to accept your offers?

There are two target markets: hospitals and emergency medical services. There are numerous
departments in the hospital sector, including those for doctors, anesthesia, cardiology, etc., while EMS
services include ambulances. Customers react differently to our products since some of them still
think of defibrillators as a shock box rather than a comprehensive resuscitation system. As a result,
Zoll is promoting the proper values in the market that it provides. The patients who ride in these
ambulances have the highest survival rate because Rescue 112, Sindh Rescue Services, and Rescue
Peshawar, which account for 80% of the EMS industry, are all outfitted with Zoll medical
instruments.

12.2 Content Analysis

Transcribed the Data and extracted common themes

Categorization Matrix 1
Q1 DSTRIBUTOR, DISTRIBUTION, HOSPITAL
Q2 COMPARE
Q3 TRAINING

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 Q4 DISTRIBUTORS, DISTRIBUTION
Q5 CPR TECHNOLOGY, COMPETITORS, MARKET
Q6 COMPETITORS,
Q7 HOSPITAL SERVICE,EMERGENCY MEDICAL SERVICE.

Based on the above categorization matrix, it is identified that

13 Discussion, Conclusion & Recommendation

13.1 Discussion
They mainly focus on the performance and market share between US and Pakistan. Basically it is
because as according to him that there is no comparison of both state's selling ratios as well as shares.
Whilst, he further adds that Zoll is doing great in Pakistan even though the economic instability is also
a high threaten factor. However, both state's profitability is also good. Training was the most
significant part of Zoll's Organization. In which they trained the employees as per their distribution
criteria. They actually conduct a test of checking the knowledge of individuals about the equipment
they will going to work on. So that’s the essential part of Company.

They have a requirement to submit pre-training materials prior to the training sessions when they
teach distributor salespeople. If they received less than 90% of the possible points, Zoll Company
would not hire them. Education is a crucial consideration in the employment process at Zoll; it serves
as the main objective of our overall approach. Zoll views distributors as business partners since they
are the means by which the product reaches the market, whereas many businesses find it difficult to
manage their relationships with distributors for the supply of goods or services. In order to keep its
distributors highly engaged across the distribution channels, Zoll's provides clinical and educational
assistance. The business has also established an annual incentive and prizes for the distributors who
will meet the standards for distribution.

13.2 Conclusion
It is difficult to find a professional distributor to promote the product professionally and as per the
standard of ZOLL and at the same time ensure their profitability. Distribution got challenging as the
product is being sold to customers who are evaluating the product on basis of the pricing module
because the Pakistani market is comparatively smaller than the US market. The distributor was able to
sell limited equipment over a limited profit.

13.3 Recommendation
To improve the efficiency and sales Zoll must increase their distributors. According to the informant
they have one of the top best distributor in Pakistan which will help them achieve their goals. Now
they should create Brand awareness and use such tactics to create customer loyalty. Training sessions
has to be improved in order to enhance the knowledge about products to the salesman. Marketing
should be more powerful as they can conduct seminars and other sessions in Medical Colleges /
Hospitals. Zoll medical can also work on the workshops by senior doctors to give complete
knowledge of their defibrillators that how they are evident for resuscitation with built in CPR
technology so that EMS and other department can have better knowledge regarding the defibrillators.

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14 Industry Experience
MUHAMMAD AHMED SIDDIQUI (46634)
It was a very fine experience visiting ZOLL and meeting with the regional head Sir Liaquat
Ali. They were very well coming and provided us with all the relevant data that was required.
I felt that how pharmaceutical companies are playing a major role in society.

SANA IMTIAZ (50215)

The organization that we visited was ZOLL Medical to get the respective information for our
research projects. ZOLL Medical was the most welcoming and cooperative firm. The
regional head, Mr. Liaquat Ali, apprised us of all the relevant information that was needed for
our research. Overall experience was great with the organization.

ZEELUF RASHID (46633)

It was a good experience working in this course. As we learned many new things about
research and writing reports. At the start, we had many issues in selecting a company but by
discussing in-group and with sir, we finalized the company i.e. 'ZOLL Medical '. We had a
meeting with the regional head of ZOLL Medical. He was very welcoming gave us details
about the company and its products and answered all our questions.

ZAINAB IRFAN (46165)

ZOLL as an organization was very helpful; they arranged the interview with the regional
head Sir Liaquat Ali. It was a very fine experience with him he provided us with all the
relevant information. I am grateful for the way he cooperated and shared information related
to the industry.

15 References
15.1 ZOLL Medical company information sources
https://www.zoll.com/about-zoll/company-overview

https://www.zoll.com/about-zoll/dr-paul-zoll

https://www.zolldata.com/our-mission

16 Executive Summary
ZOLL, an Asahi Kasei company, develops and produces medical equipment and software solutions
that aid in the advancement of emergency care. ZOLL provides a comprehensive set of technologies
to clinicians, EMS and fire professionals, as well as lay rescuers. Its products include defibrillation
and cardiac monitoring, circulation enhancement and CPR feedback, and supersaturated oxygen
therapy. Their mission is to help customers achieve clinical success and improve patient outcomes
and Vision is saving Lives through Transformational People and Products. Its competitors are Philips,
Stryker and Physio control. The problem was Each year, more than 166,000 out-of-hospital cardiac
arrests occur in the United States, with an estimated 55 occurrences per 100,000 people globally. A

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new register established by researchers at Aga Khan University in collaboration with 12 public and
private hospitals in Karachi shows that just one in a hundred persons in Pakistan survive a cardiac
arrest. ZOLL Medical has been working successfully for years and is focused on improving outcomes
with resuscitation. One of their medical devices i.e. defibrillators is a great contribution to the medical
industry. It is not just considered a shocking kit but a complete resuscitation with built-in CPR
technology. Purpose of this research was to Providing better distribution processes and ways to
market. Making customer perception for their products. The research of our project and findings will
help the company in many aspects. ZOLL Medical will add a more innovative approach to increasing
their local space, which will increase their consumption of Defibrillators. Along with that, more
revenue will be generated which will help them in the growth of the company. With the help of
Qualitative Research, the result was to improve the efficiency and sales Zoll must increase their
distributors. Training sessions has to be improved in order to enhance the knowledge about products
to the salesman. Marketing should be more powerful as they can conduct seminars and other sessions
in Medical Colleges. Zoll medical can also work on the workshops by senior doctors to give complete
knowledge of their defibrillators.

16.1 Business Card

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16.2 Picture from the visit

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17 Consent form

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