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Development of a Marketing Strategy for New Generation Automated External Defibrillators

  • In this master thesis a marketing strategy of a launch and expansion on the global medical devices market of a new product (AED NG) by a German middle-size enterprise Metrax GmbH is developed. In order to exploit growth opportunities three levels are investigated – internal situation of the manufacturer, competitive landscape and global AEDs market. Analyses of the company and its competitors reveal current market situation and position of the company on it. Various methods of used strategic analyses (PEST, Porter’s Five Forves, SWOT, interviews conduction with competitors, distributors, and employees of Metrax etc.) enable to create a strategy canvas of AEDs market in accordance to “Blue Ocean Strategy” framework and to formulate main propositions of the strategy concerning product. Research of special features of regional markets enables to define the most lucrative and perspective markets to expand for Metrax. After defining and proving growth opportunities assessment of risks and requirements necessary for implementation is made. Finally, an outline of strategic propositions and main milestones for their implementation are summarized into the concluding part.

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Author:Marina Zhbannikova
Advisor:Christoph Mergard
Document Type:Master's Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Date of final exam:2016/02/29
Release Date:2016/07/19
Degree Program:IMM - International Management
Licence (German):License LogoUrheberrechtlich geschützt