Solución del caso ben dickinson and company

. What does the DRG regulation mean for BD?
DRG regulation meant that hospitals would not be reimbursed for all costs incurred in serving patients, but according to national and regional costs foreach DRG.
This forced the hospitals to try to decrease their costs, and therefore try to organize their departments and buying processes to achieve lower prices from their suppliers. Many hospitalsjoined in buying groups that had more bargaining power.
For BD, whose main differentiating factor was the quality, it meant that they also had to start competing in price in order to keep their marketshare.
2. What is the meaning of the BD brand?
BD was the pioneer in introducing the evacuated tubes in the market and its products are considered of the highest quality.
The company is very activein product development and innovation which uses as a weapon to defend against its rivals. What they call “quality aggression”, which consists in integrate vertically the production of all componentsand keep a tight hold on quality, introducing very expensive sterilization techniques that demand large capital investments and that become a requirement in the industry, forcing its competitors toalso introduce those techniques. But given that BD has a higher market share and volumes is able to amortize those investments faster than its competitors.
Another difference is that they try to dealdirectly with the lab technicians, with care about quality and not about price, to influence the purchasing agents of the hospitals.
3. What is the role of distribution in BD’s business model?
Thedistributors distribute BD products and reduce the logistics costs for the hospitals, which in the case of medical supplies is very important, as logistical expenses associated with supplies are ashigh as the expenses on medical supplies (10% to 15% of hospital’s total cost).
In many cases they are also the only way to access to certain clients who rely on their local distributors for buying...