B. Braun Medical Supplies, Inc., Philippines Braun Surgical Division

• Main Author: Divinagracia, Louie Jay V.
• Format: text
• Language: English
• Published: Animo Repository 2000
• Subjects: Medical supply industry > Philippines; B Braun Medical Supplies; Inc.
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/3920
• Institution: De La Salle University

This paper tackles the business of Surgical Sutures Division of B. Braun Medical Supplies, Inc., Philippines. B. Braun Medical Supplies started in Germany as a pharmaceutical firm that developed to become one of the largest manufacturers of quality medical supplies. Officially, B. Braun Philippines began operations in the country on February 1, 1996 with only two business units. Presently, B. Braun has seven business units and one of these is the Braun Surgicals Division that markets sutures. Sutures are threads used in closing wounds that comes from sheep intestine. B. Braun tapped Zuellig Pharma, Philippines as its sole distributor of B. Braun products in the Philippines since there is a law that does not allow foreign medical firms without a manufacturing factory located in the country to distribute its products. Zuellig handles the warehousing, distribution, and collection for B. Braun. Primarily this study aims to improve B. Braun's profitability and performance in the suture industry to exceed its present stature, being only a close second to J&J Ethicon Division, its major competitor. Basically, it's just B. Braun and J&J competing in the sutures industry since the other two competitors only have about 6% market share. The strengths, weaknesses, opportunities, and threats of B. Braun Surgicals in the suture industry were analyzed in order to provide ample strategy proposals and achieve its division objectives in increasing their market share and reaching the aimed Net Profit. Further analysis using the Five Forces Model, Financial analysis, Value Chain, and economic factors as determinants to the proposed strategies were used to yield factual results.