Res341 Market Research

To understand the future demand of the use of hand sanitizer globally key holders have to truly understand the need as well as the usefulness that hand sanitizer can provide. In order to get a good comprehensive understanding the optimal approach is broken down by key countries, which are more likely to use the products due to their current efficiencies in standards. Globally the sales for hand sanitizer have increased as more people are becoming aware of its benefits. Projected growth in sales for the United States should surpass US$402 million by 2015 (Global Industry Analysts 2011). According to Forrest (2010) the higher the per capita the market for the countries reflects the best standards if they are interested in additional spending for items such as hand sanitizer. Gastrointestinal illnesses were reduced in United States households by 60%. Gastrointestinal illnesses are common in developing countries (Global Industry Analysts 2011). Most countries that are economically challenged suffer the most from gastrointestinal illnesses. During a field study in Dar es Salaam, Tanzania a study was conducted to see the effectiveness of hand sanitizer. In Dar es Salaam more than three billion persons do not have household level access to piped water. When he hand sanitizer was used in field conditions my mother’s there was a 66% reduction in Escherichia coli and a 64% reduction in fecal streptococci per hand respectively. Hand washing only had a 50% and 25% reduction per hand respectively (Pickering, J., Boehm, B., Mwanjali M., et al. 2010).

Although the hand sanitizer market is crowded in the United States there is a larger market outside the United States. Companies like Johnson and Johnson are starting to see the need to look outside the box into less desirable markets such as Tanzania. Empyrean Biosciences Inc., headquarters to Cleveland, Ohio understands the need to move into other markets. Their goal is to gain $100 million in market share simply by moving...