Case Number: 5-104-036, Year Published: 2006
HBS Number: KEL099
Health Industry, Hospital Products, New Product Marketing, Marketing Strategy, Market Segmentation, Competitor Analysis
Jan Bakke, founder and chairman of Norway based MRT was planning U.S. market entry strategy for CardioScope - its electrocardiograph system. How could MRT get a foothold in the U.S. market against competitors who had been around for 50 years? How could he ensure that MRT would be able to defend itself once it entered the market? What segments should it target and how should it position itself?
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