A Market Study of Stryker UK
Abstract
The health care industry is undergoing rapid changes in the United Kingdom. As the
National Health Service of England moves into maturity, hospitals are experiencing
budget constraints. Many medical suppliers in the UK have been forced to lower prices
to increase the quantity of products they sell. In light of this obstacle, Stryker UK
continues to grow rapidly.
This market study of one medical supply company in the UK illustrates survival
techniques in this mutating industry. Stryker UK combines a strong sales force strategy
with superior products to achieve its high growth rates. Spending a large portion of total
costs on research and development, Stryker produces high quality, technologically
advanced products to hospitals which demand superior equipment. Although prices
reflect the quality of Stryker products, hospitals cannot survive themselves without this
competitive equipment.
What follows is a marketing profile of Stryker UK, including an analysis of the market,
the company and its strengths and weaknesses. Stryker UK is a fascinating combination
of aggressive selling, strong product lines and rising growth rates. A strategic balance
has been reached by Stryker within its market. Comments on my daily internship
experience follow, giving an impression of Stryker marketing from inside the company.
This includes samples of my work which correlate to specific projects I had as an intern.
Finally, reflections on how my experience with Stryker UK may shape future career
opportunities concludes my Senior Independent Project.