Consideration must be given for the fact that OTC HIV testing approval would serve to open the door to OTC sales of rapid tests for other infectious diseases (including flu, strep throat, STDs and drug screening) HIV rapid testing market is small but other rapid testing markets are worth potentially billions.
IV. Recognition of Opportunity
Because these products were likely to crowd pharmacy shelves representing 'opportunity' it was important that Medmira not make too late of a move and neither should Medmira move too quickly.
V. Competitors Identified
Competitors identified in the case study include: (1) Orasure Technologies: while this company's product was superior in a sense and this company did not possess the public's confidence in the validity of its' test results; (2) bioLytical Laboratories: This company had not been approved for OTC testing of HIV and had not made expansion internationally. Furthermore, this test was far more complicated; and (3) Home Access Health Corporation: Based in Chicago this company had already developed OTC HIV testing with a high rate of validity and public confidence had already developed in this company.
DISCUSSION and CONCLUSION
The scenario identified is one in which the entire spectrum of international marketing considerations must be undertaken in conducting an analysis of this company's products and services and entry into the international market and in this case specifically the United States OTC rapid diagnostic testing market. Regulatory issues are not a high priority for consideration for Medmira Laboratories...
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