Market potential of the Ruma© Marker-System in the Canadian market for illicit drug testing

Bachelor Thesis , 2011 , 56 Pages , Grade: 1,3

Business economics - Offline Marketing and Online Marketing

The German company Ruma© GmbH has recognized the large demand
for drug tests, and developed a new patented testing procedure, the Ruma©
Marker-System. The firm already operates in eleven countries and is
seeking further international opportunities. This thesis will therefore analyze the
Canadian market for illicit drug testing, evaluate the potential of the Marker, and
give the company a recommendation regarding a possible market entry.

Index

1. Introduction

2. Company Information
2.1. Ruma© GmbH
2.2. The Ruma© Marker-System
2.3. Ruma©’s Marketing and Licensing Strategy

3. Analysis of the Macro Environment
3.1. Political Environment
3.2. Economic Environment
3.3. Demographic Environment
3.4. Socio-Cultural Environment
3.5. Legal Environment

4. Market Analysis
4.1. Drug Testing Methods
4.2. Competing Firms
4.3. Ruma©’s Relevant Market
4.3.1. Segmentation Factors
4.3.2. Segments

5. Conclusion
5.1. Macro Environment
5.2. Market Analysis
5.3. Recommendations
5.3.1. Licensing Strategy
5.3.2. Marketing Strategy
5.4. Expectations and Chances

6. Bibliography

7. Annex

• College: Cologne University of Applied Sciences (Fakultät für Wirtschaftswissenschaften)
• Grade: 1,3
• Author: Caroline Bussenius (Author)
• Publication Year: 2011
• Pages: 56
• Catalog Number: V181657
• ISBN (eBook): 9783656050018
• ISBN (Book): 9783656050278
• Language: English
• Tags: Marketing, Marktanalyse, Marktpotential, Market potential