peanut allergy testing (p.a.t)
DESCRIPTION
Peanut Allergy Testing (P.A.T). By Group 1 : Shekinah Adebanjo, Henrique Menezes Aguiar, Darshan Doshi, Davi Bezerra Januario, Ipsita Saluja, Jonathan Savoir, Ho Wu. Have you PATted your food yet?. The PAT. - PowerPoint PPT PresentationTRANSCRIPT
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Peanut Allergy Testing (P.A.T)
By Group 1 : Shekinah Adebanjo, Henrique Menezes Aguiar, Darshan Doshi, Davi Bezerra Januario, Ipsita Saluja, Jonathan Savoir, Ho Wu
+The PAT
A pocket size peanut detection tool to diagnose the presence of peanut allergens in cooked and processed foods
2 components: Disposable strips: capable of quickly reacting with harmful
allergens Tester: Microprocessor tests the reaction of the allergen on
the strip
Disposable Strip is our core competency
No existing substitutes
+Limitation of the PAT
Cannot yet be used to detect peanut allergens in… Solid insoluble foods
Results are specific only to the specific area of the food tested. Cannot be guaranteed for the untested areas of large food portions.
+Strategy
+SWOT Analysis
Strengths•Government Cooperation•Strong Partnership•Innovative product.•First Mover
Weakness•First Mover Risks
•Lack of Data about Consumers
Opportunity•Growing Awareness about allergy•Government Funding Expansion•Experience and Scale Lower Cost
Increased Customer Satisfaction
Threats•New entrants in the market
•Outsourcing Risk
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+Risks in Japan
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Benefits: Size of Economy & Economic Growth
Costs: Corruption & Lack of Infrastructure & Legal Cost
Risks: Political Risk & Economic Risk & Legal Risk
+ 7+Risks in Japan
Political Risk: political forces will cause changes in a country’s business environment that adversely affects the profit and other goals of a business enterprise.
Economic Risk: economic mismanagement will cause changes in a country's business environment that adversely affects the profit and other goals of a business enterprise.
Legal Risk: a trading partner will opportunistically break a contract or expropriate property rights.
+Financing
Total development costs of 20’000’000 Euros
Long term loan from Bank of Japan through Bayer’s entity at 0.3% a year
P.A.T. device entering the market at 20’545 Yen (≈ 180 Euros)
P.A.T. strip entering the market at 137 Yen (≈ 1.2 Euros)
Break Even at year 5 of sales
+Sales Forecast
Target market: 60% of the peanut sensitive Japanese population
2% market penetration in Year 1
Year 1 2 3 4 5
Main Tester
Sales 16,800 19,680 22,632 23,764 23,764
% Increase
20% 15% 5% 0%
Disposable Strips
Sales1,640,000
3,608,000
5,871,200
8,247,560
10,623,920
% Increase
120% 63% 40% 29%
+Sourcing
The tester and the strips will be both outsourced
Use Bayer’s existing supply chain and set of approved suppliers in Germany
Independent Licensing: The microprocessor and strips will be licensed to two independent producers Specialized manufacturing facilities Maintain privacy of the product as a whole to avoid
competition
Transportation costs
+Promotion
Advertising on television
- Japanese people watch television 3 hours any given weekday, 3.21 hours on a Saturday and 3.44 hours on a Sunday
Advertising in Lifestyle magazines
Partnership with Bayer
Promote products to patients
Promote products to Doctors
PULL PUSH
+Questions and Answers