Mediquip

Mediquip S.A. case

Sales Management (EMBA), Summer 2008-2009

Mediquip S.A., a subsidiary of Technologie Universelle, a French conglomerate, is a manufacturer of CT scanners, 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 player in the medical equipment market compared to their competitors, they hold a global reputation for having advanced technology and proficient after sales service. Mediquip's sales organization consisted of eight country sales subsidiaries, each headed by a managing director. Within each of these areas sales engineers reported to their regional sales managers, who are responsible for reporting to the regional managing director. The sales structure follow:

With strong product, brand image and sales force with after sales service Mediquip S.A. established its position within the industry. The case study is about the failure of an order of a CT scanner by Mediquip that goes to its competitor Sigma. Lohmann University Hospital (LUH) is large general hospital planned to purchase a CT scanner and showed its interest to Mediquip along with it competitor Sigma and others. Mediquip appoints a sales engineer, Kurt Thaldorf, to secure the sale. The case outlines the contacts he makes and his response to problems and opportunities as they arise.

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Mediquip S.A. case

Sales Management (EMBA), Summer 2008-2009

CT scanner target market is primarily the medical institutes’ owned by govt. and a few share to private sector. Of these two sectors, public sector is much more complex because of having so many stake holders or decision makers and these decision makers play same share of role in decision making. Typically in this complex stake holders list,...