Product details

The Hartmann Group is one of Europe''s leading health care companies offering a broad range of medical hygiene and consumer products. Within the last 10 years, Hartmann has grown internationally from a German mid- sized company to a major player in the health care segment by opening up 2-3 subsidiaries each year. However, each market entry has to be decided carefully and in-depth analysis has to be conducted prior to market entry. The case revolves around the market entry decision of Hartmann AG into the Australian medical consumables market. Detailed information on the market environment, competitors, Hartmann''s background as well as decision criteria and possible entry modes are provided. Based on the information available, the student has to discern whether and how to enter the Australian market. The student should evaluate and discuss each alternative course of action against each decision criterion and come to a final recommendation. Additionally, the student is encouraged to discuss implementation issues that arise upon market entry and thereof derive a concrete action plan.