Ambulancier 930
Presentation of September Tuesday the 25th
Marketing Unit
Simplified Internal RAM Data Collection
Figo
Team Management
Benjamin
Market Analysis
Riccardo & Sophie
Strategy
Deborah & Nataly
Prototype
Deborah & Nataly
Communication Plan
Guang Ning & Wengyu
Budget
Benjamin & Wengyu
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I Product II Market Analysis III SWOT Analysis IV Strategy V Budget VI Conclusion
Context • Sagem has already gained the market for the exploitation software for Vitale Card 2 • Sagem is the leader on the reader devices for Vitale Card 1 ¾ Implement a new Reader / Writer device on emergency vehicles to improve the patient caring process
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I Product II Market Analysis III SWOT Analysis IV Strategy V Budget VI Conclusion
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Product : the Ambulancier 930 • Description : a « carte vitale » reader and writer device • Technical support : hot – lines, trainings on materials, documents and repairing workshop • Manufacturing in China • R&D department will stay in France. • System used for the manufacturing : CAM (computer-aided manufacturing)
Certification process 1
2
Collection of the referential 15 days
Product development 3 to 6 months
3
5
Test
Sale 1 to 3 weeks
4 Examination
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Personal data protection • Two levels of protection: (Code Division Multiple Access) • The CNIL (Commission nationale de l'informatique et des libertés)
General added value
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I Product II Market Analysis III SWOT Analysis IV Strategy V Budget VI Conclusion
Situation for the « carte vitale 1 » Market shares of the companies on the market for Vitale Card 1 § Magic 6100 from Axalto
8% 35%
§ EFT 20 S from Sagem
41% 16%
§ Elite 750 S from Ingenico § Baladeur Santé Vital’ Act from Xiring
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Evaluation of the forces on the new market Globalization High Power : 3
Deregulation High Power : 3
Customers High Power : 5
New Entrants Medium Power : 2.5
Suppliers Low Power : 1.5
Sagem High Power : 3.5
Substitution Low Power : 1
Competitors Medium Power : 1.5
Digitalization High power : 3.5
I Product II Market Analysis III SWOT Analysis IV Strategy V Budget VI Conclusion
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STRENGHT • • • • •
Well known company Leader on the market for Vitale 1 Already experienced with the reader’s card Medium price Has been chosen in order to create the new vitale card
OPPORTUNITIES • Implementation of a new vitale card in a few months. • A lot of problems concerning emergencies situations who could be resolved thanks to the device (quick informations). • New market which implies no competition • Papy-Boom phenomenon: A lot of emergencies situations • Opportunities of innovations
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WEAKNESSES • Segment of customers to redefine. This is no more doctors and pharmacists but rather SOS doctors, ambulanciers, firemen. • Reader’s card development are not their main competencies inside the company
THREAT • Many potential entrants • Many regulations by the government: the product need to be certified • Some investments needed in order to innovate due to high technologies required
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I Product II Market Analysis III SWOT Analysis IV Strategy IV Budget VI Conclusion
Segmentation • Target: SMUR, firemen, private ambulances and SOS doctors • Attempted needs : • To collect quick informations about the patient (Allergies, disease...) • To improve the health care process in emergencies situations
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Open market Vehicles
Interventions
Firemen
29%
34%
SAMU
17%
2%
Firemen
2%
SAMU
SOS doctors 14%
SOS doctors
Private ambulances
23%
79%
Private ambulances
Price: 400 € Turnover market: 400*25 890 = 10 356 000 € Sagem Turnover : 20% * 10 356 000 = 2 071 200 €
Choice of the strategy on the market Product
Present
New
New
Present
Market
Mkt Penetration
Product Development
Sagem Mkt Development
Diversification
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Place • Negotiation with ministries by consultants • Sales of the product to general secretary by sales representatives. • Partnership between hospitals and private ambulances in order to contact them.
Promotion – Brand communication in magazines: • Le quotidien du medecin • Le cadre santé
– Sales representative • Website process : – Communication – Assistance
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I Product II Market Analysis III SWOT Analysis IV Strategy IV Budget VI Conclusion
Beg Y1 Sales
Year 1
Year 2
Year 3
0
2832000
3420000
2880000
Expenses
144750
2433840
2580240
2027040
Cash Flow
-144750
398160
839760
852960
Net Value
-144750
253410
1093170
1946130
1
1,1
1,21
1,331
DCF
-144750
361964
694017
640841
NPV
-144750
217214
911230
1552072
361964
1055980
1696822
Discount rate : 10%
Cumulated DCF Return On Investment
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I Product II Market Analysis III SWOT Analysis IV Strategy V Budget VI Conclusion
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Thanks for your attention Contact:
[email protected]
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