P/B/301. Diabetes and Beta-Care: problems and solutions

The paper investigates the reasons for the declining market share of Beta-Care, a UK company that operates within the pharmaceutical industry and specialises in medical diagnostic equipment. The paper claims that changes in eating, working and exercise patterns are leading to the growth of diabetes. Diabetes segments the market into Type 1 and Type 2; the Type 2 market includes the elderly people of African or Asian origin living in the UK, mostly the overweight and pregnant women. This is the target group for Beta-Care because they must pay for the equipment, which might give the company an opportunity to recover. The author performs SWOT analysis of Beta-Care; brands, prices, budget and channels to the market are analysed. The paper ends up with recommendations for the company's re-generation.