Business Development of “Amma” Brand Medical Devices

Abstract

 Good distribution of medical equipment is an important element in an efficiently
functioning health system. Nowadays this business is growing up very fast as shown in
numbers of registered distributors which increases in just several years. PT.AMMA Sadaya
Indonesia is one of company which holding legal and permission to importing and distributing
medical equipment in Indonesia since 2021. Seeing this condition the company strives to
develop its business in order to expand the market and improve product quality and sales.
This business plan aims to conduct a feasibility study and analyze aspects related to business
development. With qualitative research methods in this business plan we analyze all these
aspects. The research results show that in terms of business planning, environmental analysis,
marketing aspects, operations aspects, human resources aspects, financial aspects, it appears
that the AMMA company's business is worthy of development. Especially from the financial
aspect, it can be seen that the results of the analysis of the R/C ratio, payback period, NPV and
IRR are in the business category that is worth developing. Meanwhile, from the Timmons
model analysis, design thinking, SWOT analysis and canvas business model, it can be seen how
this business should be developed. SWOT analysis shows that an aggressive development
strategy is the best strategy for AMMA company development.