Case study 1 Example | Topics and Well Written Essays - 1000 words

1 - Case Study Example Here the factor based on which the division has been made are not only the economic ones but also the knowledge of the people about the importance of healthcare in daily life. GE is one of the leading organizations in the world in the healthcare market and they consider India as a great prospect in terms of healthcare product and services. As the consumer good companies already started to gain huge profit from the bottom of the pyramid, and now, it is an opportunity for the medical technology and device manufacturers to grab that opportunity by reaching out to the segment with the low-cost products that can help them to capture the high percentage of untapped rural, semi urban market in India. Since the rural markets and under-penetrated semi urban markets continue to hold a promise, GE wants to the pioneer in capturing this market. This trend has been driven by the fact that getting help from the healthcare services and avail the opportunity of getting treated by the high technology product is a challenge in the rural and semi urban part of the country, particularly for the low socio-economic class and rural customers (Mukherjee, 2011). At present in the world most of the people dies due to cardiovascular disease. More than 80% of the patient sufferings from heart disease in the world are from the low income countries and in India only; over 2 million people are suffering from heart disease. Report suggested that by the 2015 India will be having over half of the world heart patient. The expensive EEG machine is only for the top end customers and countries, but as in India most of the heart patients are from semi urban or rural areas, low cost product to detect their disease can easily capture the market. So for GE it is a best opportunity and right time to look capitalizes on the bottom of the pyramid. As they are having the biggest R & D center in India and