Marketing Analysis: Becton Dickinson



Marketing Analysis: Becton Dickinson

Introduction

Companies today are facing a great variety of internal and external challenges as they attempt to remain profitable and stay ahead of the competition. Externally, they are faced with opportunities and threats presented by increasing domestic and global competition, more informed and demanding customers, and rapid advances in technology. Internally, they are confronted with greater pressure to become more efficient through the reduction of costs while simultaneously becoming more effective through the improved deliverance of customer service as well as the creation of customer value (Kotler, 2012). As a result of these challenges, companies are finding it more difficult to compete with and stay ahead of the competition for any length of time.

Companies are taking advantage of marketing tool since marketing has become an integral part of our life. Analysis of market is importance since it gives companies valuable information which ahs an effective impact on the decisions of the company. Marketing analysis is one of the most crucial business needs today. However, managers often misunderstand marketing analysis and misapply the analytical techniques. The marketing analysis is a valuable tool that provides guidance to all management of the company and people who are related to the marketing activities of a company or organization it describes important aspects such as marketing goals to be achieved, how it is going to achieved, the resources to be used, timing of marketing activities to be implemented and the monitoring and control methods to be used to make adjustments as necessary (Joshi, 2005). Therefore, it is highly desirable that all those involved in marketing the area know what the market and what is its coverage, scope, purpose and content, to thereby be better able to understand the usefulness and the value of this essential marketing tool. Similarly in this paper we are going to do marketing analysis of Becton Dickinson.

Company Profile

Becton, Dickinson and Company is an American company that manufactures and sells medical equipment. It was founded in 1897 and having headquartered in Franklin Lakes, New Jersey. BDX is present in nearly 50 countries and employs over 29,000 people. During fiscal year 2009, 60% of sales came from BDX markets outside the United States. Among the company's customers, mainly found in hospitals, laboratories and researchers. BDX generates revenues through three business divisions: Medical (54%), diagnosis (30%) and Biological Sciences (16%). Due to its division medical BDX is the leading manufacturer and distributor of products such as needles and syringes. Actually, BDX built the first factory in the United States producing needles, syringes and thermometers (Kraskowski, 2007).

Although the dividend yield is modest, with 2.3% (1.91% on average over the long term), BD has increased its distributions at a rate of 12.04% per year. The company also increased its dividend for 39 consecutive years. But one of the most remarkable qualities of the title is its payout ratio is only 31.41%. With these figures, it is clear that Becton Dickinson has no trouble on growing its dividend for many ...