Marketing Pln Carl Kistler营销计划卡尔奇石.docVIP

Marketing Plan Medical Research Laboratories Automated External Defibrillator International Marketing Team 2 Jessica Haines, Gretchen Flynn-Morris, David Bussa, Carl Kistler March 11, 2002 Table of Contents Executive Summary 1 Situation Analysis 2 Market Analysis 2 Market Demographics 2 Market Needs 3 Market Trends 3 Market Growth 4 SWOT Analysis 5 Strengths 5 Weaknesses 6 Opportunities 6 Threats 6 Competition 7 Medical Equipment Industry Trends 7 Environmental Factors 9 National Economic Health 10 Cultural and Social Implications 10 Marketing Strategy 13 Pricing 16 Promotion 17 Service 17 Distribution 18 Conclusion 18 References 20 Executive Summary Medical Research Laboratories, Inc. (MRL) specializes in portable defibrillation and cardiac monitoring systems and specifically the LifeQuest Automated External Defibrillator (AED). This marketing plan analyzes the potential for MRL to expand its international marketing efforts by exporting the LifeQuest to the United Kingdom. The United Kingdom is an ideal market for the LifeQuest. Market demographics and market needs, such as an aging population, high cardiac disease rates and mobile society, are all indicative of the potential for LifeQuest’s success. The political, social, cultural and legal environments are all somewhat similar to the United States and therefore also conducive the success of LifeQuest. The SWOT analysis and competition profile demonstrate that while, the market is competitive, MRL’s reputation and positioning of the LifeQuest as a premium high quality life saving device will allow the product to do well in the British market. Since the British government has made availability of AEDs in public places a priority, MRL will target the government directly and other major AED manufacturers for the possibility of second sourcing. Additionally, MRL will target large private facility manufacturers as the second major target market. MRL will approach its expansion into the UK with the use of a p