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Case
MRT Micro: The CardioScope
Author(s)
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?
Date Published:
01/01/1996
Discipline:
Marketing;Technology
Key Concepts:
Health Industry, Hospital Products, New Product Marketing, Marketing Strategy, Market Segmentation, Competitor Analysis
Citations:
Sawhney, Mohanbir, Benjamin Hill, John Miller, Peter Nylund, West Robbins, Richard Wharton, Severine Borut-Zaslavoglou. MRT Micro: The CardioScope. 5-104-036 (KEL099).
