Miguel Pinto – 1830
16/02/2014
Student Name Miguel Pinto (1830) Course/Year Marketing Planning / Spring 2014 / 1st
Term Subject Medmira Laboratories
Questions:
1. What changes in the environment made it possible to consider the launch of an OTC
Aids Test? Be specific.
2. Should Medmira enter the U.S. OTC market? Pros and cons of the alternatives. What
would you do?
1. What changes in the environment made it possible to consider the launch of an
OTC Aids Test? Be specific.
Several changes happened in the environment that made possible launching an OTC Aids
Test.
First, this became an attractive market because the number of incidents is growing and the
need to have quick and accurate tests increased in order to provide a faster treatment.
People are more aware of the problems and the consequences. Besides that, more social
groups are present in this cause, providing a louder defense for the OTC tests.
Second, the evolution of technology allowed the creation of cheaper and easy-to-use tests
at home which led to the creation of a new market.
Other important factor is the evolution of medical care. Nowadays, having HIV is not view
as a death sentence. It became more important detecting the disease in the earlier stage in
order to provide the correct treatment. This change in the mentality when facing a positive
disease result also opened mentalities in favour of the OTC tests.
Other important aspect is the change in regulation. Authorities are changing their opinion
about this home tests, without ignoring the associated ethical issues.
