Becton Dickinson Case Study

The primary marketing strategy decision that has to be made in the Becton Dickinson (BD) case is whether to go along with APG's request to brand BD products with the APG brand and distribute them through APG-selected distributors. In order to analyze this situation, the market, competition, price, and product need to be analyzed thoroughly.

The market,, as described in the case, was extremely price-conscious and had moved from purchasing made by individual decision to purchasing made by professional purchasers in multi-hospital systems. In addition, the physicians' market was growing in importance. It can be concluded that in this market companies that offer the lowest prices and are willing to work with the new

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Category: Business - B