Mediquip S.

A
Group Members
Muhammad Ali Aim
Haider Ali khokhar
Bisma Amjad
Hamza Amanullah

Case Background
Mediequip was a subsidiary of Technologie
Universalle,a French Conglomerate
Sales Engineer was inform by Lohman
University that it decided to place an order
with Sigma Of CT scanner
It was disappointing news to Thaldorf

Quantitative Info
CT scanner was introduced in
1980
European market for CT scanner
to be around 200 units
Price Range from DM 1.5 to DM
3.0 million per unit
In Europe their sales
organizaion was in 8 countries

Sales
Engineer
Sales
Manger
Manager
Director

Issues
Poor

Understanding of Relative
power of Players in decision
Making

Radiologists
Physicist
Administrator
People

Contd..
Poor

Price Strategy

High prices
Not efficient

Offer

DM

Initial Offer

DM 2850,000

Competitor Price

DM 2100,000

Modified Offer

DM 2370,000

Contd..
Poor

Customer Analysis:
Couldn't able to access the
customers
Technology vs. Price

Contd..
Poor Competitor Analysis:
(Sigma) Offering low price as

compare to Mediquip
Delivery Period:
Not effective
6 months period

Recommendations
Prospecting
for
Customers
Opening
the
Relationship
Qualifying
the
prospect
Presenting
the sales
message
Closing the
sale

Servicing
the Account

Multi-level
selling

One-to-one
presentatio
ns

Account Planning Matrix

Our Equipment is at least two

years ahead of the competition
and our price reflects this
technological superiority

Buying Center for LHU

Administrat
ors
(Deciders)

Supporting
Agency
(Controller)

Radiologists
(Users)

Purcha
se
Decisio
n

Physicists
(Influencers
)

The company should

have:
Devoted

more resources to the

selling exercise to take advantage
Ensured faster delivery times
Identified the buying center and
targeted it accordingly
Not sought to build a relationship
based on price