Mediquip Case

1) The major strength that Thaldorf possesses is that the model of the CT image scanner is the latest matchless. It is two years in advance, so that, there would be no risk of obsolescence for a long time. Moreover, they enjoy the word-of-mouth from their underway consumers, i. e. other hospitals in the similar size of LUH. However, unlike their competitors, they do non record the market situation and decision-makers well. There atomic number 18 more than one person involving in the decision making process but they do not know which one possesses the most of the power. Also, their price is not free-enterprise(a) enough.The price range of a CT scanner is wide and Mediquip charges at the upper end which could not meet expectation of price-sensitive buyers. 2) There are altogether 3 people in the decision making process. prof Steinborn a nationally-known radiologist. He is the one who use the scanner so he cares the quality and functions the most. Though he shows his favor to Me diquip, Mediquip still lost the order, so it seems he does not own a great power. Dr. Rufer a physicist. His ancient concern is the patients safety if the scanner could meet the technical specifications that he raised. Mr.Hartman the general director of LUH. He put price as the top antecedency and also the durability of machines and delivery. It seems like he possesses the greatest power in the whole decision making process since price is the very major reason of the loss of order. 3) Generally speaking, Thaldorf could have effective and positive fundamental interaction with the above-mentioned persons. Though Professor Steinborn was once shocked that the price could not be discussed, he was soon pacified and pull down talked about his vacation. And he even told the Sigmas price to Thaldorf, it shows his favor to Mediquip. ) September 3 Firstly, it was told by the depository that there were a lot of heated discussions. It implies that there might be even arguments between Hartma n who concerns price and Steinborn who favors Mediquip. And obviously, Steinborn lost from the discussions. And so, Hartman just like put-off Thaldorff petition him to give a final offer but the decision was make actually unless Mediquipp could really offer a competitive low price. 5) From this case, we should understand that, sometimes, possessing the newest model whitethorn mean no social occasion and we have to understand our customers better.You may encounter a lot of people during the process, but the important thing is to get the most powerful decision-maker pleased and favor to your product. Only that could influence you the order. Cause sometimes even your product is the best among the competitors, your customer may not know it. Therefore, the best practice is to formulate different strategies correspond to different customers, like if he is price-sensitive and do not know a lot about the product, different models with different prices could be introduced. And the custo mer could just elect whatever within his budget.