| Author | Tran Van Nhan |
| Note | A project study submitted in partial fulfillment of the requirements for the
degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN), School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | BBraun International Corporation specializes in the manufacture of medical products to
use primarily for hospitals. The company's headquarter is located at Melsungen in
Germany. It has more than 60 subsidiaries over the world. The head office in Asia Pacific
region is positioned in Malaysia.
BBraun International Corporation set up its first representative office in Ho Chi Minh City
in 1992 and in Hanoi in 1993. BBraun Vietnam now has over 700 skilled and qualified
employees and has become a reputable brand in the health market in Vietnam. There are 6
Business units (Divisions) that are currently run by B/Braun Vietnam. These are Hospital
Care (HC), Medtech, Aesculap, Closure Technologies (CT), Vascular System (VS) and
Out Patient Market (OPM).
This research focuses on Closure Technologies Division (CT) whose main products are
surgical suture products, which are imported from Spain and Germany where the factory is
located. Almost all our key customers are surgeons, pharmacists and nurses. CT’s core
products are absorbable suture which is used in most hospitals. CT’s business has a growth
rate of 6 – 8% year by year. In 2013 there are many new strong rivals in the market. We
are confronting with risks of losing market share to new rivals and a decrease of the sales
venue.
We need to find out the suitable ways to launch the innovative suture product as Monomax
in order to meet surgeon’s concern and create the competitive advantages. |
| Year | 2014 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Bechter, Clemens;Donyaprueth Krairit; |
| Examination Committee(s) | Kritsadarat Wattanasuwan.; |