This
paper represents a review of the potential expansion of the AfA managed care and disease management programme offered to the Medscheme client base to potential clients in African countries using Tanzania as a pilot country. The paper does not substitute for further detailed
research and financial modelling but rather seeks to substantiate and motivate the
strategic marketing contention that other African countries may represent new
markets for the programme. An integrated marketing model approach is followed which applies theory to the AfA challenge in the context of new research and academic thinking. Outline Executive Summary Introduction The Importance of Global Marketing to the Brand Marketing Environment Characteristics of Buyers Use of Research in the Investigation of New Markets
Market Segmentation, Targeting and Positioning Market Access Considerations Market Entry Modes Analysis of the Competitive Market Strategic Partners Marketing Mix Controlling the Effort Conclusion Annexure One: References