Business case: our client has multiple products in the cardiovascular industry, including a catheter set that can be sold in separate packaging (Catheter, valve, tubes...) or in a single packaging (pre-assemble catheter, valve, tubes). On the US market, the client is selling 50% of fully assemble product, where as only 2-3 % in Europe. Knowing that the margin on the assemble catheter set is 60% and that the margin for separate parts are 49%, the client wants to find-out why such difference of sells shares and want to get recommendations ?
