Course Code BUS 5112: Marketing managementUnit:Pricing and Sales PromotionRead theMedi-Cult Case...

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Course Code BUS 5112: Marketing management

Unit:Pricing and Sales Promotion

Read theMedi-Cult Case Study. Medi-Cult, a biotech company based in Denmark, has developed a new alternative to in Vitro Fertilization called In Vitro Maturation (IVM). These methods are used to help infertile couples have children. IVM significantly reduces the time needed to mature an egg from 30 days to just 2 days. Importantly, it is a hormone-free treatment thus sparing women a number of psychological and physical side effects.

Once you have read the case, address the questions are listed in the case.

Read theGeneral Guidelines for Case Studiesbefore beginning this assignment.

Submit a 2 page case analysis, (independent of the title page and reference page) double-spaced in Times New Roman font which is no greater than 12-points in size. Paper and all citations should be in APA format.

David · Accepted Answer

1. Sources of Economic value for IVM vs IVF are:
IVM has a competitive advantage when compared to IVF. It requires very less time to mature an egg. Also it is a hormone free treatment which does not include hormonal stimulation, sparing women of many physiological and physical side effects.  Secondly the cost of single dose of IVF cycle is $9000 whereas the cost of single dose of IVM is just $ 5800. Thus IVM is giving a lot of rivalry to the IVF in the market and customers would like to prefer IVM. It will give the IVF more economic profit as its cost of production is low than the profit earned and sales.
Medicult has two types of competition that the company is facing. One from large pharmaceutical companies who supply hormones used in IVF and other competition is from other similar companies which develop and manufacture cell culture media like IVM.
2. As mentioned in the lecture,

Course Code BUS 5112: Marketing management Unit:Pricing and Sales Promotion Read theMedi-Cult Case Study. Medi-Cult, a biotech company based in Denmark, has developed a new alternative to in Vitro...

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