新西兰论文代写之New Product Development – the hospital bed manufacturer
The company prides itself in its company culture. They are very innovative and are growing at a phenomenal rate, winning new contracts around the world. They have won several accolades already. For an introduction of every new product, they relied on their own experience and on research they had conducted among the end users of their products: the nurses, the doctors and the patients. They set about to identify the needs that the end users have with regards to hospital beds and in this way indentify the gaps in the market.
However, the management has encountered some problems with this approach in the past: on occasions when they did not have inside knowledge, it became difficult to break into the market. For example, they had a sales representative in one country who was ‘dormant’ and there were hardly any sales of their products on this country’s market. Only later did they discover that the rooms in hospitals are so small that if their bed was to be fitted, there would be no room for a table to sit at. They discovered that all hospital beds in this country have an adjustable board at the end of the bed that can be lifted to perform the function as a table. They could easily address this shortcoming once they knew what the problem was. The sales have picked up as soon as the change in design was made.