Smart And Nephew Report
EXECUTIVE SUMMARY
The company plans to introduce ‘Innovative Wheel Chair’, which is an improved version of the basic wheel chair. As a market leader, the brand enjoys a unique market position and a stellar reputation which lends the image of reliability and excellence to the product that we are launching. This will reduce the initial marketing costs involved.
Due to inconsistent supply and expensive high tech wheel chairs, the company is focusing on penetrating the market with low cost and good quality wheel chair. The chosen product is expected to be in great demand for a country like India where total 45,581 cases were reported for Polio. The target markets are two states in particular which account to 64% of the polio cases across India. (AFP Surveillance Report, 2009)
Adopting a marketing concept, the company seek to achieve awareness among the potential market within the implementation period of the marketing plan as well as a modest sales volume target of 14 500 units. The objective is to encourage healthier life style for old age and disabled people.
‘Innovative Wheel chair’ will be launched at an initial price of £120 compared to the competitor’s price of £220. Main aim of our product is to provide comfort and independence to individuals at affordable prices. This wheel chair will help to fulfill the needs of common man who really need them and thus can help people to retain a high quality of life well into later years.
INTRODUCTION
Smith and Nephew plc was founded in 1856 by Thomas James Smith of Kingston upon hill. Smith started the company with a chemist shop and in 1896, Smith was joined by his nephew Horatio Nelson Smith, and the business became known as T.J. Smith and Nephew. With a history of orthopedic care that dates back to 1934, Smith & Nephew has become one of the most trusted companies in the industry. One of the leading companies in its field, Smith & Nephew Orthopedics is continuously developing new materials and...
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