MASTERING A MOVING MARKET

Abstract

Poland has been in the process of adjusting its legislation to comply with the regulatory framework for the Single European Market, ever since the application for membership to the European Union. This together with the transformation to market economy has created a dynamic and relatively unpredictable business environment for the companies active within it. This thesis examines the impact of a future EU membership on the Polish business environment and especially on the market for medical device. The uncertainties of the Polish business environment are put into the perspective of Mölnlycke Health Care, a company planning to enter the Polish market in the near future. The scenario analysis approach enables decision makers to view a strategic decision, from the perspective of various prospects of the future. Hence, within this thesis, the uncertainties of the Polish market are identified and analysed using this approach. The constructions of scenarios are used as the foundation of the analysis regarding Mölnlycke HC’s future expansion in the country. A number of aspects, important to consider in the companies’ future strategy development in Poland have been identified. The most important aspect is that the EC law adjustments and continued low funding to the health care system, most likely will result in market consolidation.