Analysis and Mapping of the Supply Chain Structure and NPI for a new Skin Regeneration product into the UK Market

Karbassi, Kamran (2009) Analysis and Mapping of the Supply Chain Structure and NPI for a new Skin Regeneration product into the UK Market. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This research was initiated to provide some understanding of the New Product Introduction (NPI) in the UK market to the researchers in IIT Kanpur University. They have come up a new skin regeneration product, which is cost effective, and would reduce or even eliminate the scaring. Based on the initial briefing the objective of this dissertation was set to identify the NPI process of a new skin regeneration product into the UK market, as well as general mapping of this product’s downstream supply chain and the issues related to it.

This research was conducted by first reviewing the relevant literature to understand the topic more, and then various interviews was carried out with the nurses, burn consultants and managers of Midland Burn Network. Additionally various databases such as national and international Burn Injury database (nBID and iBID) and Hospital Episode statistics (HE Statistics) were utilised to find the detailed statistics of burn injuries in UK.

Based on the Analysis and the findings, this research presents the deep partial‐thickness and full‐thickness wounds as the primary target market for this product in the UK market. Moreover the price range of this product is suggested to be between £200 and £300, and based on the Cost Benefit Analysis, the benefits will exceed the total treatment cost. Then the must have characteristics of these dressings for the UK market is identified, which included cost effectiveness, reduction of scar and skin contracture, transparency and etc. For the second part of this research to understand the downstream supply chain structure of this product in the UK, the competition was looked at, and it is concluded that a distributor in the UK is extremely important. Then by evaluating the degree of customisation of these products, and the supply chain structure of alternative products, the objective was met. Finally to provide a general overview of the supply characteristics of pharmaceutical industry, a comparison of these issues was presented between car industry and pharmaceutical industry.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 04 Feb 2010 11:31
Last Modified: 22 Oct 2016 01:28
URI: http://eprints.nottingham.ac.uk/id/eprint/22868

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