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.