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BDC - Group 1.pptx - Becton Dickinson & Company: Vacutainer...

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“Becton Dickinson &Company: VacutainerSystems Divisions”B2B Case study assignmentG R O U P 1 :G A U RAV B I YA N I2 0 1 6 0 1 5RA S H I M I T TA L2 0 1 6 1 7 0A N U R A G D A G A2 0 1 6 2 0 0S I D D H A RT H M E RT I A 2 0 1 6 2 3 9S U R B H I K AT YA L2 0 1 6 2 4 5TA N M AY V I J AY V E R G I A2 0 1 6 2 4 6
Key IssuesAPG – using its influence to improve their bargaining power over BDWhether to go with APG’s offer ofSelling BDVS products under APG’s own private label,Selling through APG’s own distributors,Adopt proposed prices for two of the main products,OR risk losing a substantial portion of their business with hospitals that are under APG’s umbrellaChange in market trends –focus on both quality and prices and increase in competition – made prices an important factor forconsideringshift in decision-making power from lower levels of hierarchy to higher levelsDRG regulations – stricter rules even if costs are brought down – within 2 years, impact on sales
ObjectiveTo retain majority market share (market leadership) in the blood-collection segment

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