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dc.contributor.advisorFuduric, Nikolina
dc.contributor.authorPauli, Stefanie
dc.contributor.otherFirma: Valora Schweiz AG| Kontakt: Dominique Bertallo| PLZ/ Ort: Muttenz
dc.date.accessioned2015-09-02T07:32:08Z
dc.date.available2015-09-02T07:32:08Z
dc.date.issued2014
dc.identifier.urihttp://hdl.handle.net/11654/4700
dc.identifier.urihttp://dx.doi.org/10.26041/fhnw-2555
dc.description.abstractThe client has invented a novel therapeutic product. He intends to market his device in Switzerland. Hence, the competitive landscape was analyzed and the client's opportunities and threats were evaluated. Moreover, interviews with the target markets were conducted to develop a marketing mix. (Beitrag ist nur für FHNW Mitarbeitende sichtbar)
dc.language.isoen_UK
dc.accessRightsAnonymous
dc.subjectNovel Therapeutic Product
dc.subjectInnovation
dc.subjectMedical Industry
dc.subjectCompetitor Analysis
dc.subjectOpportunities and Threats
dc.subjectMarketing Research
dc.subject.ddc330 - Wirtschaft
dc.subject.ddc659 - Werbung & Public Releations (PR)
dc.titleNovel Therapeutic Product: Opportunities and Threats of Business Project and Marketing Research on Target Markets
dc.type11 - Studentische Arbeit
dc.audienceSonstige
fhnw.StudentsWorkTypeBachelor
fhnw.publicationStateUnveröffentlicht
fhnw.ReviewTypeKein Peer Review
fhnw.InventedHereYes
fhnw.ConfidentLevelStaff
fhnw.leadThe client has invented a novel therapeutic product. He intends to market his device in Switzerland. Hence, the competitive landscape was analyzed and the client's opportunities and threats were evaluated. Moreover, interviews with the target markets were conducted to develop a marketing mix.
fhnw.initialPositionAs a physician the client perceives existing products aiming for the same area of application as his invention to deliver significant advantages to patients. Hence, the client has invented a device that aims to resolve the issues arising with the established products. The contractor now plans to enter the Swiss market. The author of this project supports the client by evaluating the opportunities and threats of the business project and conducting marketing research on the target markets.
fhnw.procedureAiming to evaluate the opportunities and threats of the client's business project, the author considered the advantages of the novel therapeutic device in comparison to existing relevant products and conducted a competitor analysis. An intermediary segmentation was also performed. Subsequently, the author conducted qualitative interviews with the target markets and conclusively developed a marketing mix. The questionnaire designed for the semi-structured interviews and the framework developed for the competitor analysis were based on the structure of the 4Ps and its underlying components.
fhnw.resultsConsidering the characteristics of the novel product and the competitive landscape the author concluded several opportunities and threats for the client's business project. These may provide guidance for the client in his decision whether to become an entrepreneur or continue his career as a physician. Furthermore, the interviews conducted with the target markets enabled the author to seek their expectations in order to develop a marketing mix accordingly. Even though the marketing mix requests further details to be included, the author considers the information displayed as highly valuable for the client when launching the novel device. Furthermore, the interviews with the target markets revealed that a rather general marketing mix can be developed for the target markets; only minor adaptations for each segment would need to be performed in order to fully meet each target market's expectations and thus create a place of value in customer's mind. As this project is considered the initial marketing research conducted, the author provides the client with valuable recommendations for the near future. These may direct the client in the further procedure.
fhnw.IsStudentsWorkYes


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