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Title Product development of Welch Allyn’s OAE hearing and SureSight vision screener for China
Translated title Produkt udvikling af syn og hørelse tester for det kinesiske marked
Author Hansen, Paola Andrea (Copenhagen University College of Engineering, IHK)
Hansen, Peter Mikael (Copenhagen University College of Engineering, IHK)
Supervisor Raagaard, Søren
Fønss, Ulrik
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2011-04
Abstract Welch Allyn’s SureSight vision screener has lost 90% of its original market share in China. So Welch Allyn is looking for an approach to boost sales of the SureSight vision screener and in addition to that, enter the Chinese market with the company’s Otoacustic Emission hearing screener. China as a market is ready and open for new screening products due to the Chinese government’s policy to make screenings for all newborns mandatory. This is an effort from the Chinese government to help children avoid learning difficulties caused by vision or hearing disabilities. The government knows that proper development in children will ultimately be a contribution to the development of the country.
In order to find the actual need for the products, face-to-face surveys and intensive desk research took place. The main improvements for both the vision and hearing were wireless connectivity, touch screen and online calibration, this with the intention of differentiate the products from the competitors’. The most attractive segment to concentrate on was found to be “children” due to the focus on both health and education from the government, so devices could be sold in hospitals, clinics, healthcare centers, women and children centers and Center for Disease Control offices representing 30,889. In order to sell to these 30,889 healthcare facilities, it is imperative for Welch Allyn to increase the sales force as sales face-to-face are the most effective in a country such as China. Furthermore, Welch Allyn should open a factory in China in order to have the “made in China” on the products, which will give Welch Allyn a strong position when competing for tenders since China favors local products. Two sales methods were found to be a fit for Welch Allyn, one was called “discount” and another “renting”. The renting method showed great potential for Welch Allyn, due to that renting medical devices is inexistent and China is known for being very price sensitive, this will give Welch Allyn a major advantage over competitors only by doing what the company does best, innovating and always producing front line products. With the differentiation in both product features and sales model, Welch Allyn has a tremendous opportunity to gain a huge market share of the screening market in China.
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Admin Creation date: 2011-03-28    Update date: 2013-07-10    Source: ihk    ID: ihk-9696486    Original MXD