Defined optimal market segmentation for a medical equipment company in Greater China

Key benefits: Enabled market share increase by quantifying the size of greatest opportunity customer and channel segments

Need

A manufacturer of medical equipment wanted to size the demand for testing products in Greater China.

Application: Marketing & Sales

Geography: China, Hong Kong, Taiwan

Approach

Multiple-level demand sizing and segmentation approach, including  validation of overall market size, segmentation of customer types, and definition of channel shares for each customer type.

Methods: Secondary & primary research and analysis

Solution

Confirmed that the demand opportunity for testing products was promising. Identified channels and customer groups that would drive the greatest sales volumes within the shortest timeframe.