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dc.contributor.advisorStrebel, Felix
dc.contributor.approverSchibli, Olga
dc.contributor.authorBauer, Rico
dc.contributor.authorLi, Mengke
dc.contributor.authorMutter, Kevin
dc.contributor.authorRasori, Elio Danilo
dc.contributor.authorStrandberg, Hannah
dc.contributor.authorVakayil, Sherin
dc.date.accessioned2017-06-07T06:01:58Z
dc.date.available2017-06-07T06:01:58Z
dc.date.issued2016
dc.identifier.urihttp://hdl.handle.net/11654/25028
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-1089
dc.description.abstractThe "Live Project" provided the students a unique opportunity to work on a real life business case, namely for ALBO Healthcare. The practice-oriented approach and intensive team work allowed the students to gain valuable project management skills for their future careers.
dc.language.isoen
dc.accessRightsAnonymous
dc.subjectMarket Analysis
dc.subjectALBO Healthcare
dc.subject.ddc330 - Wirtschaftde
dc.titleMarket Analysis of APARENT®: An Innovative Active Arm-Bedding Support
dc.type11 - Studentische Arbeit
dc.audiencePraxis
fhnw.StudentsWorkTypeSemesterarbeit
fhnw.publicationStateUnpublished
fhnw.ReviewTypeNo peer review
fhnw.InventedHereYes
fhnw.PublishedSwitzerlandNo
fhnw.leadThe "Live Project" provided the students a unique opportunity to work on a real life business case, namely for ALBO Healthcare. The practice-oriented approach and intensive team work allowed the students to gain valuable project management skills for their future careers.
fhnw.initialPositionALBO Healthcare has developed an innovative tool (APARENT-Aktiv Arm-Bedding Support) aiming at rehabilitation as well as therapy alternative for people suffering from multiple sclerosis (MS), paralysis after a stroke or other types of disabilities. The device is being utilized for the treatment of the central and peripheral paresis in the acute and sub-acute phases. The product has been previously launched and several rehabilitation institutions have been contacted. However, most of the institutions have not incorporated the product in a satisfactorily manner due to a low acceptance of institutions and physicians.
fhnw.procedureThe team applied several different marketing frameworks and models such as Porter’s Five Forces, SWOT Analysis and Best Practice Research to analyse the current selling challenges in order to fulfil the main goal of the project, which was to provide recommendations geared towards APARENT-Aktiv Arm-Bedding Support. The team conducted expert interviews, mainly with institutions, and market research throughout the project. This led the team step-by-step through the project up to the point where recommendations for the selling challenges could be provided. All of the key activities that took place during this process and the main lessons learned were identified and documented. The team members will benefit from the lessons learned in their future projects and careers.
fhnw.resultsConsidering the current strengths and weaknesses of ALBO Healthcare, it is recommended that the company uses one specific distributor in Switzerland. The interview results show that the company does not have the capacity to manage the marketing activities by itself, and therefore it is advisable to outsource certain aspects of their marketing communication. Improvements in several areas, such as to accurately define the end-user groups, are required to overcome the current selling challenges and to avoid previously done mistakes in the product launch. In addition, improvements in communication channels, product promotion, adaptations in the product design to satisfy the needs of the target groups (doctors, therapists) are recommended. Moreover, it is essential to positively influence the decision-makers through potential information resources, which is followed by selecting an independent distributor who can promote the product and target the chosen customer segments. In addition to the market analysis, concrete recommendations for the next steps of ALBO Healthcare can be seen as main benefits for the client.
fhnw.IsStudentsWorkyes


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