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Bella Health Care India
Should Bella Healthcare India take on Project TKO and develop an EKG specifically for the local market !hy or "hy not TKO# $T TKO# $Te ech chnic nical al Kn Knoc ockou kout%# t%# is sin sin&le &le ch chan anne nell EKG EKG## Be Bella lla He Healt althc hcare are Ind India ia is plannin& to launch in Indian market' (s per my opinion# Bella has many reasons to take up this opportunity' I "ill cate&orise these reasons in t"o )road cate&ories# E*ternal and Internal factors' +irst e*ternal factor that affects decision of Bella to take TKO is lar&e population of India "ith insufficient health care services' India,s population is lar&e and &ro"in& )ut healthcare facilities facilities are not &ro"in& "ith the same rate' (lso most of the medical facilities of the country are concentrated in ur)an areas# leavin& rural area "ith insufficient insuffic ient healthcare facilities' -nfortunately# -nfortunately# most of the Indian population stays in small to"ns and villa&es' (nother fact# in line "ith this# is availa)ility of less no of physicians and specialists in the field of heart diseases' This has created room for medical services and devices sellers to e*pand their )usinesses in the country' The EKG &lo)al revenue chart sho"s that )et"een ./0/ and ./01# 23 4 0.3 of the &lo)al revenue "ill come from (sia5Pacific' (s one of the second hi&hest population country in (sia5Pacific# India "ill definitely contri)ute major portion of the revenue' The fi&ures in the chart su)stan su)stantiate tiate the fact that Bella has &ood scope to e*pand its services in the country' Second factor that helps Bella to take &o ahead decision for TKO is increased rate of heart diseases in the country' (s per different epidemiolo&ical and an&io&raphic studies# Indians are sho"in& heart disease symptoms at youn& a&e and there are appro*imately 6/ million 7(8 patients in the country' This num)er is e*pected to dou)le )y ./01' These patients "ill definitely need more and more medical check up and dia&nosis facilities# that are not availa)le at this point of time' This "ill &ive scope to Bella to capture the &ro"in& market' Third factor is raisin& a"areness to"ards to"a rds hea health lth that in turn increasin& increasin& "illin&nes "illin&ness s of Indians to pay for med medical ical services' !illin&ness is one of the critical factors in any market and in this case this factor is already in favour of medical industry and so of Bella healthcare' These favourin& factors come "ith the &reat challen&es# "hich Bella has to tackle' +irst +ir st cha challe llen& n&e e is com compe petit tition ion "it "ith h "o "orld rld cla class ss he healt althca hcare re com compa pany ny GE# loc local al compa com pany ny BP9 health health an and d fe" mo more re 7h 7hine inese se and Ko Korea rean n com compa panie nies' s' Th Thes ese e
companies have already captured considera)le market' But not all of them are providin& complete solutions to suit Indian market' Primary need of the Indian market is cost effective medical instruments' +e" companies are providin& cheaper solutions )ut those solutions come "ithout any "arranty and post sale customer service' Bella has identified the challen&e and need of providin& cost effective complete solution to satisfy needs of Indian market and defined its product TKO "ith four desi&n principles: profita)ility# afforda)ility# ease5of5use and connectivity' ;any of the Indian families fall in lo" income cate&ories and health insurance facilities are not yet spread across the country# especially rural part of the country' Because of these factors Indians are more inclined to"ards cheaper medical facilities and so investors are inclined to"ards reasona)le uipments' In addition to the ne" "ireless data transfer feature# Bella,s desi&n team is e*plorin& the possi)ility of addin& 8I7O; feature in TKO' Even thou&h 8I7O; feature is not critical in near future# it "ill help Bella to differentiate its product from GE,s similar product and "ill &ive upper hand in marketin& the device' ?o"# let,s concentrate on internal factors' Bella healthcare India# part of &lo)al or&anisation# has its o"n stren&ths# "hich "ill lead it to the successful handlin& of TKO' +irst stren&th of the company is its India head @oseph 7herian# "ho has handled initial set up of Bella India and successfully leaded the production of many devices# and 8esi&n head @eremy ;annin "ho came from -S "ith 0/ years of rich
e*perience in medical devices development and manufacturin&' 7herian has his o"n proven# tou&h and no5nonsense mana&ement style and he al"ays keeps close eye on production schedules and product >uality' These t"o leaders "orked toðer )efore "ith Bella India team for successful delivery of +iit A0 and so are a"are of stren&ths# "eaknesses and issues of Indian desi&n and production teams' This a"areness "ill help them to identify and tackle different issues' It "ill also help them to define strate&y# "hich "ill suit to the Indian or&anisation' ;ost important# )oth the leaders are very confident a)out TKO and that "ill help them to lead the team to the success' Second factor is easy and ample availa)ility of Indian en&ineerin& talent at afforda)le cost' This talent can )e )est utilised further "ith the product specific trainin&s' This makes replacement and e*pansion of the "ork force easy in difficult situations' Third factor# that makes Bella India more suita)le for TKO# is its cultural and location pro*imity to the Indian market' This helps team to understand and address key needs of Indian market' (lso# pro*imity "ill help to find lo" cost component suppliers and deal "ith them effectively' These elements "ill reduce cost of production# speed up the prototype and production process and in turn "ill reduce time to market' +ourth factor is already )uilt and proven )ase of cost effective manufacturin& of Bella India' This sho"s the e*perience of the unit in cost reduction techni>ues' This e*perience further "ill help to reduce TKO development and production cost' This prediction of cost effectiveness can )e su)stantiated )y E*hi)it 0# "hich depicts that desi&n and production in India "ill reduce the production cost to appro*imately 113' (lso# even thou&h TKO is ne" project for Bella India# its parent company in -S has a sin&le channel EKG product already marketed' This may help Indian team to &et any last minute desi&n assistance or make them a"are of common pro)lems the product "ill face' This "ill speed up their desi&n and production process' 9ast and foremost important internal factor is e*perience of the Bella India,s team of many successful production deliveries and failure of project Baton' This not only helped team to realise its stren&th )ut also helped to understand its mistakes' E*perience of Baton has already covered the learnin& curve of the team and that is one of key speedin& factor to TKO' Bella Healthcare India "ill definitely face fe" issues durin& TKO production' One of the key issues is time to market# especially "hen companies such as GE# BP9 are already in market' But the "ell e>uipped# talented# e*perienced team of Bella "ith its
four desi&n principles "ill handle all the issues and lead to the success' 9ookin& at the features Bella is incorporatin& in TKO: it is not providin& EGK e>uipment )ut the complete solution for 7(8 dia&nosis' If the team successfully completes this project and captures even 0/3 of the market for TKO# it "ill provide appro*imately C6 million )usiness# over the period of appro*imately years# to Bella Healthcare' If I move out of the )oundaries of India and consider other developin& countries# then the prospects for )usiness are even hi&her as most of the developin& countries have similar criteria for healthcare facilities and e>uipments