Mediquip SA Case

Company Analysis

Mediquip S.A., a subsidiary of Technologie Universelle, is a manufacturer of CT skitterners, X-Rays, ultrasonic, and nuclear diagnostic equipment. Their competitors consist of other European companies such as Sigma FNC, Eldora, Magna, and Piper. Even though Mediquip is a fairly new sham in the medical equipment market compared to their competitors, they hold a international reputation for having advanced technology and proficient after sales service. Mediquips sales organization consisted of eight country sales subsidiaries, apiece headed by a managing director. Within each of these areas sales engineers inform to their regional sales managers, who are responsible for reporting to the regional managing director.

Product Analysis

This case focuses on the sales for computer tomography (CT) scanners, certain in the 1960s. CT scanners are medical devices that allow scrutiny of cross sections of the human body through a peril of images for diagnostic purposes. The end result of a CT scan is much like an X-ray image, diverseiated by the baron to see sections of the body that could not be seen before on screen, such as an organ. CT scanners are generally priced rough 1.5 to 3.0 million per unit. Due to technological superiority Mediquips CT scanners pass to be in the higher price range compared to their warm competition.

Market Analysis

The European market for CT scanners is estimated to at around cc units per year. The typical clientele for CT scanners consists of private and universal orbits. The public sectors are government owned or non-profit organizations such as universities or charitable institutions. The public sector buying order tends to be budgeted a year in advance, and involves many different people in the buying decision, which makes it more complex. The public sector represents a much higher percentage of CT scanner sales compared to the private sector.

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