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
