Value Business Marketing

MARKETING

Individual Assignment :

‘’Value-Business and Consumer Segment Markets ’’

LECTURER : Mr Z Mohammed

STUDENT : Adrian Saunders

‘’ WHEN VALUE IS SOLD, PREMIUM MAY HOLD’’

WS Limited is a dynamic marketing, sales and distributing company based in central and the company celebrates over 25 years of good business locally and in the region. They are mostly known for their supply of scientific instruments and lab equipment. Over the years they have expanded into Business Furniture, Audio Visual Products, Educational Resources and Lab Consultancy.

WS’s core customers have been Public and private hospitals, Medical Labs and Schools, however over the last decade the company has faced fierce competition from AAL and other smaller suppliers born out of segments and associations in the medical field. Over time business relations which has grown between the medical fraternity and these other small companies competing with similar products has slowly eroded the comfort zone and dominant market share once enjoyed by WS.

The Case

One known instance of lost opportunity is when a manufacturer of high quality testing equipment introduced a vastly improved version of its best-selling cancer diagnostic device. WS and several other local suppliers in this medical segment were invited to a demo seminar on the product. In light of the cancer awareness drives and the building of Oncology units in hospitals there was extra lucrative business for selling this cancer diagnostic device with cutting edge technology.

WS , who was already a known agent for other products of this manufacturer, held a lavish follow up seminar at Hyatt for top doctors and health officials and distributed much literature and attractive price offer. AAL also adopted the product for its stores and decided to market the device by having mini seminars at hospital locations. Further to this “proof in the pudding campaign”, they offered three major public and...