The Research on Endoscope Market Development Strategy
Date Issued
2009
Date
2009
Author(s)
Yang, Ya-Ju
Abstract
Due to health awareness and aging population, there are more health medical related products on the market. The variety choices of products give customers option to compare products by their brands, functions, usefulness, and prices. But for the newly introducing products, customers are unaware of the existing products or doubting the new products. Once consumers are willing to try using or testing the products, then this means that there is a possibility that the new product can shine out in the market. However, in terms of health medical equipment, hospital users are brand loyal, they will only use certain brand of products. This, however, will hinder the newly introduced products. Thereby, the newly introduced products should target those unsatisfied market segments.n case of endoscope that we are going to discuss in the thesis, it is the case of newly introduced products that are targeting their market not on hospital segments, but on those not yet exposed markets: veterinary and emergency medical service market. These two markets that are not yetatisfied by the current endoscopes, and in this paper we will focus on targeting these two markets, as well as using strategies of the successful medical product-automated external defibrillator to pursue the glory.
Subjects
endoscope
automated external defibrillator
veterinary market
emergency medical service
new product
Type
thesis
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