Assess the market potential, means and costs to enter the Russian market with the medical products Trimastek (cytological brushes).
Before working with Swiss Center Samara, the company had had a few contacts in Russia but they never led to anything concrete.
Swiss Center Samara defined a content plan to conduct market research using up-to-date information and reliable sources:
- Internal resources, SCS network and open-access data. We have collected statistical data related to Russian socio-demographics, import of medical goods, clinics and hospitals. We identified competitors’ goods available on the market, their prices and clarified certification procedure as well as conditions to participate in public tenders, which is a big part of the market for Trimastek.
- A specialist in the field of gynaecology. At the request of the customer, we clarified if there were any differences in Russia in the material used for gynecologic exams and how the brushes currently used were packaged and supplied to the clinics (bulk, kit, by the unit…).
The main findings were synthesized in a 20-slides PowerPoint presentation, which also included a SWOT analysis and 3 possible market entry strategies as well as our recommendations.
After receiving the study, the customer decided to follow our recommendations and renounce entering the Russian market on a short to the mid-term horizon because market volume and margins did not justify the relatively high entry costs for Trimastek.