Case Study: Mediart-Judan Medical?

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Introduction

Quick Scan Mediart-Judan Medical/ MH Sportpflegemittel GmbH

In 1992 Mediart was established as a wholesaler of sports medicine. After a period of growth Mediart was taken over in 2001 and renamed to Mediart-Judan Medical. With this takeover the assortiment was enlarged with physiotherapist materials. In 2005 Mediart-Judan Medical was taken over again. Main emphasis is now on the improvement of services and price differentiation. Strong relationships are held with sports clubs and physiotherapist practices. Present day most of the company its sales are generated by their webshop.

In the past Mediart has tried to enter the German market as a joke, resulting the founding of MH Sport Pflegemittel GmbH. Just as in the Netherlands
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The company is predisposed to a lot of web shops which can be split up into direct, and indirect competitors.

A direct competitor is a company that offers the same primary services to the same customer base. (http://www.wisegeek.com/what-is-the-difference-between-direct-and-indirect-competitors.htm)
One of them is http://schupp.eu/de/. They have a wide range of physiotherapy, and fitness products which can be found on their fully comprehensible, and professional looking web shop. The website clearly states all the payment methods, the delivery costs, and a lot of information about the company is given. The price level of Schupp is lower: e.g. Kinesio tape 5cmx5m is €10.65 at Schupp, €11.63 at MH (incl. MwSt). Moreover, the delivery of this product will cost €4.90 at Schupp, €9.00 at MH which makes it in even more expensive at MH. Besides that, Schupp has its own brand products.
Another competitor of MH is http://kaphingst-shop.de/. This webshop has the same kind of products as well, but sell at a somewhat higher price level ( Kinesio tape 5cmx5m at Kaphingst €11.90, MH €11.63 incl.

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