Leader Healthcare India (LHC) was a medical devices importer firm that dealt primarily in respiratory and anesthetic devices. The company imported medical devices from U.S. manufacturers and, for the most part, performed its own marketing, sales, and service activities. In 2016, the director of LHC was concerned about LHC’s multiple failed efforts at market expansion. The company wanted to grow, but its attempts had been unsuccessful. Lack of highly trained personnel, supervisory control, and sufficient financial resources had been the key reasons for the failure. Market expansion was even more critical as LHC wanted to launch a 24/7 service in the respiratory devices business, and success with this service depended on the size of LHC’s existing customer base. How could LHC grow?
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