A Refined route-to-market strategy for ERBE in South Korea

CEMSERBE is a German manufacturer of medical devices operating in South Korea since 2005. However, since 2011 revenues in the South Korean market have been decreasing, despite overall market growth. As such, this Work Project, based on the CEMS MIM business project developed with ERBE, focuses on recommending a “Refined route-to-market Strategy for ERBE in South Korea” in order to enhance growth. This new strategy relies on three key aspects: adopting a multi-distributor approach, enhancing distributors’ motivation and fostering relationships with customer