'Mediquip Case\r'

'1) The study strength that Thaldorf possesses is that the model of the CT scanner is the current superstar. It is two years in advance, so that, thither would be no risk of obsolescence for a foresighted time. Moreover, they enjoy the word-of-mouth from their current consumers, i. e. other hospitals in the similar size of LUH. However, un exchangeable their competitors, they do non understand the market situation and conclusiveness-makers well. There argon more than one person involving in the conclusion making process but they do not know which one possesses the most of the power. Also, their price is not rivalrous enough.The price range of a CT scanner is wide and Mediquip charges at the upper devastation which could not meet expectation of price-sensitive buyers. 2) There argon altogether 3 people in the decision making process. Professor Steinborn: a nationally-known radiologist. He is the one who use the scanner so he cares the alone step and functions the most. tho ugh he shows his advance to Mediquip, Mediquip still disconnected the order, so it seems he does not own a great power. Dr. Rufer: a physicist. His primary concern is the patients’ guard if the scanner could meet the technical specifications that he raised. Mr.Hartman: the oecumenic director of LUH. He put price as the top priority and also the durability of machines and deli rattling. It seems like he possesses the greatest power in the whole decision making process since price is the very major reason of the loss of order. 3) Generally speaking, Thaldorf could receive effective and positive interaction with the above-mentioned persons. Though Professor Steinborn was once shocked that the price could not be discussed, he was soon pacified and even talked closely his vacation. And he even told the Sigma’s price to Thaldorf, it shows his favor to Mediquip. ) September 3 Firstly, it was told by the secretary that there were a lot of heated discussions. It implies t hat there business leader be even arguments between Hartman who concerns price and Steinborn who favors Mediquip. And obviously, Steinborn woolly from the discussions. And so, Hartman exactly like put-off Thaldorff asking him to give a final offer but the decision was do actually unless Mediquipp could really offer a competitive low price. 5) From this case, we should understand that, sometimes, possessing the newest model whitethorn guess nothing and we have to understand our customers better.You may discover a lot of people during the process, but the meaning(a) thing is to get the most powerful decision-maker buoyant and favor to your product. Only that could bring you the order. Cause sometimes even your product is the best among the competitors, your customer may not know it. Therefore, the best practice is to educate different strategies according to different customers, like if he is price-sensitive and do not know much some the product, different models with differ ent prices could be introduced. And the customer could just choose whatever within his budget.\r\n'