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    Cardguard: Click To Edit Master Subtitle Style

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    Shariq Khan
    Cardguard, a Swiss company that manufactures ECG equipment, was facing problems generating revenue because their products' features were not accepted by cardiologists due to a perceived value higher than the selling price, and they lacked experience in medical sales. Additionally, their market research only focused on cardiologists and they targeted a saturated individual cardiologist segment. To address these issues, the document recommends Cardguard conduct additional market research considering the entire medical field, focus on selling to MD Physicians in rural areas through their existing distribution channels, and hire an experienced medical sales force.

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    Cardguard: Click To Edit Master Subtitle Style

    Uploaded by

    Shariq Khan
    59 views6 pages
    Cardguard, a Swiss company that manufactures ECG equipment, was facing problems generating revenue because their products' features were not accepted by cardiologists due to a perceived value higher than the selling price, and they lacked experience in medical sales. Additionally, their market research only focused on cardiologists and they targeted a saturated individual cardiologist segment. To address these issues, the document recommends Cardguard conduct additional market research considering the entire medical field, focus on selling to MD Physicians in rural areas through their existing distribution channels, and hire an experienced medical sales force.

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    Card Guard

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    Cardguard, a Swiss company that manufactures ECG equipment, was facing problems generating revenue because their products' features were not accepted by cardiologists due to a perceived value higher than the selling price, and they lacked experience in medical sales. Additionally, their market research only focused on cardiologists and they targeted a saturated individual cardiologist segment. To address these issues, the document recommends Cardguard conduct additional market research considering the entire medical field, focus on selling to MD Physicians in rural areas through their existing distribution channels, and hire an experienced medical sales force.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    59 views6 pages

    Cardguard: Click To Edit Master Subtitle Style

    Uploaded by

    Shariq Khan
    Cardguard, a Swiss company that manufactures ECG equipment, was facing problems generating revenue because their products' features were not accepted by cardiologists due to a perceived value higher than the selling price, and they lacked experience in medical sales. Additionally, their market research only focused on cardiologists and they targeted a saturated individual cardiologist segment. To address these issues, the document recommends Cardguard conduct additional market research considering the entire medical field, focus on selling to MD Physicians in rural areas through their existing distribution channels, and hire an experienced medical sales force.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    CARDGUARD

    Click to edit Master subtitle style

    4/14/12

    What is the problem?

    Cardgaurd a Swiss company specialized in manufacturing of ECG equipment providing best features of portability and technology is facing 2 problems to generate revenue:

    Features unaccepted by cardiologists. Perceived value >Selling Price. Lack of experience of Meditron.
    4/14/12

    Why was there a problem?


    Market

    research done with the focus only on cardiologists. employed people with experience in automation sales and not people with medical background. targeted a saturated individual cardiologist segment.(80% market shareBPL, 20% - indigenous Companies)
    4/14/12

    Company

    Company

    PERCEPTION MAPPING

    4/14/12

    Porters 5 forces
    Force Competition within the industry Bargaining power of suppliers Feature High Attractiveness Low

    Low

    High

    Threat from new Medium Medium entrants Threat from Low High substitutes Strategy to be undertaken : Focus Differentiation Bargaining Power High Low 4/14/12 of Buyers

    How will we solve the problem research considering the Another market
    entire medical fraternity.
    Cardguard

    should focus on the MD Physicians segment. experienced sales force.

    Medical Use

    their existent distribution channel to target MD Physicians in the rural areas where people have to travel to metros for diagnosis.
    4/14/12

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