López González, Montserrat2024-10-282024-10-282024-09López González, Montserrat (2024) Menu expansion in immunology tests. Trabajo Fin de Máster. Universidad de Educación a Distancia (UNED)https://hdl.handle.net/20.500.14468/24132According to recent Global Clinical Diagnostics Market Analysis from Market Research Report, the global clinical diagnostic market was valued at US$ 68.92 Bn in 2022 and is projected to reach US$ 109.85 Bn by 2030, at a CAGR of 6.1% between 2022 and 2030. The market is experiencing robust growth due to the increasing burden of infectious and chronic diseases, as well as the rising use of clinical diagnostics worldwide. Furthermore, the COVID-19 outbreak and the growing elderly population globally are expected to further drive market expansion. The market is highly competitive, comprising both global and local players. The competitive landscape includes an analysis of several well-known international and local companies that hold significant market shares. Key players in the market include Abbott Laboratories, Bio-Rad Laboratories Inc., Danaher Corporation, Siemens, and F. Hoffmann-La Roche Diagnostics. Having said that, we understand that, for these companies, is crucial to improve their sales strategies and decisions. In this document we are focusing in the “Menu Expansion” analysis, which involves the creation of affinity groups in a list of customers and specific items and apply corrective measures to improve sales results. For this project we’re using data coming from international company Beckman Coulter. This company belongs to Danaher Corporation, and in its 80 years of history, it has challenged convention to elevate the diagnostic laboratory’s role in improving patient health. It offers clinical diagnostic products as: • Blood Banking, like blood analyzers and reactive. • Clinical and Protein Chemistry, like biochemical analyzers for substances concentrations in blood, plasma, or urine. • Immunoassay, like analyzers to identify and detect specific substances using antibodies. • Hematology, like systems and analyzers to find different components in blood. • Microbiology, like panels, systems, and software to detect the microbial resistance. • Etc. We will try to identify the unsold items belonging to a selected set of “panels” related to blood virus. More in detail, there are some immunologic tests that are correlated in terms of use, as they identify illnesses patterns that normally hospitals/laboratories apply at the same time. According to this, it sounds weird that for some customers, this correlation appears, but in some cases, the customers buy only part of those tests, or they buy all of them but in small quantities that don’t match with the theoretical volume of patients, or they don’t buy most of them. That’s the reason because we call it menu expansion, because the goal is analyzing which products are not being sold as we expect and for which customers, and then take commercial decisions and expand the portfolio as much as we can. In addition to that, we are going to help commercial team to make more smart decisions calculating a yearly sales forecast at the beginning of the year based in the last 10 years of revenue information by item, and we will refresh the actual data each month to compare the predicted and real values and check if the commercial strategies applied make any difference between both trends and if they can identify sales peaks that are related to special commercial campaigns or another measures to increase the revenue.eninfo:eu-repo/semantics/openAccess59 Ciencia Política::5910 Opinión pública ::5910.01 Informacióntesis de maestríaaffinitycustomersforecastsalesimmunologydiagnosticsexpansion