Beta 1

Title A Marketing Strategy of Olympus Thickness Gauges
Author Hilsøe, Magnus Nordin (Copenhagen University College of Engineering, IHK)
Supervisor Raagaard, Søren (Copenhagen University College of Engineering, IHK)
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2013-05
Abstract The aim of this thesis is to determine if Endotest, a newly started company offering Olympus NDT equipment to the Danish industry, can enlarge the sales volume of Olympus ultrasonic thickness gauges while making each sale less comprehensive.
A thickness gauge is a device that via an ultrasonic transducer can generate and receive ultrasonic sound waves to determine the absolute thickness of an industrial application. Olympus’ 45MG thickness gauge has been chosen specifically for this report because a sale can be relatively complex and time consuming while it does not yield an impressive profit with its 13,000 DKK base price. Thus, the idea was to somehow use Endotest’s website to promote the gauge.
The approach was to perform a comparison of 45MG against a competing gauge to see what alternatives customers have. Then, conduct a market investigation to find out how customers perceive the Olympus brand and what factors customers value the most. This formed the base of a market analysis to determine Endotest’s competitive position and its strengths, weaknesses, opportunities, and threats. The final recommendation was given as a strategy with the objective of boosting thickness gauge sales by 30 % while making each sale simpler.
The most important discoveries were that Olympus is positioned in the high-end market together with its main competitor GE (General Electrics). The two manufacturers offer products that are similar in both price and specifications. Therefore, Endotest is advised to differentiate on other factors. Furthermore, as many inspectors working with ultrasonic thickness gauging are uneducated to do so and most customers value stability, delivery, and service over product details and price, it is concluded that Endotest must focus on perceived quality differentiation.
This includes making an online guide for customers to learn about the basic principles of ultrasonic testing as well as describing the features and software options of 45MG. Furthermore, Endotest’s sales consultants must have premium product knowledge to guide customers properly. Finally, selling 45MG thickness gauges for educational use to Force Technologies could both help promoting the gauge and enlarge sales volume.
Pages 107
External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2013-05-21    Update date: 2013-10-11    Source: ihk    ID: ihk-14536232    Original MXD