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Factors such as form, purpose, close alternatives, substitutes, and their brands are some of the variables that customers may focus on while making the decision to purchase a product. In marketing, companies try as much as possible to investigate the variables that customers seek from a product and try to integrate this in the final product. However, no company exists in the market place without competition and this makes the quality and price variables uniform to some level. Companies in the quest of attracting and maintaining customers use marketing through which they promote and offer information about their products to the potential target customers. Marketing mix is a strategy that companies use to communicate to customers and offer information that can secure a purchase (Berkowitz, 2010). In this case, this paper considers the Lodox Statscanner X-ray Unit, which is a radiotherapy imaging device. The purpose of this paper is to analyse the marketing plan undertaken. The paper analyses the devices’ use and applicability, technology used, benefits, marketing strategy used, marketing plan, analysis of the marketing plan, and appropriate growth strategy for the product. Product Overview Full and high are two random words that mean wholesome and above average respectively if a defining moment is necessary. When applied to the radiology field, full and high define two major qualities of Lodox Statscanner X-Ray Unit (Lodox). Lodox is a full-body, high-speed digital radiology device used in health care facilities and testing centers to save on time and provide a full x-ray image of the body. Going back on the aspect of time saving, the device can deliver a 6-foot full-body image in about 13 seconds. Compared to other radiology devices such as CR and EMR, this device stands out in the world as the only device of its kind. While comparing the device to the regular X-ray systems, it produces 10 times less radiation hence making it a lot safer and suitable for use in various conditions and on varying patient conditions. In an emergency, the fast and safe manner with which the device provides information makes it not only suitable but also economical in the long run. The system’s full marketing name is the Lodox Statscan, Xmplr-dr and is a radiotherapy (DR) X-ray system for scanning capable of registering high imaging speeds of upto13 seconds for a six-foot image without the necessity of retakes or stitching of images. The production of high quality images can be achieved at any rotation ranging from AP (0o) to lateral (90o). Most of the current X-ray systems are unable to take cross-sectional images but the Lodox is the ultimate answer to this situation. Its sensitive imaging technology is applicable for the imaging of bariatric and paediatric patients. Its uses are not limited to health care institutions and can therefore be applied in other fields (Lodox Systems, 2012). Product Technology The Lodox applies technology that amplifies safety. With consideration to its unique X-ray system, design and scanning technology, the ...Show more


LODOX STATSCANNER X-Ray Unit Name: Institution Affiliation: Date: Table of Contents Introduction 3 Product Overview 4 Product Technology 5 Product Benefits 6 Marketing Strategy 7 Marketing Plan 8 Management Summary 8 Economic Projections 8 The Qualitative Market 9 The Quantitative Market 9 Trend Analysis 9 Competition 9 Problems and Opportunities 10 SWOT Analysis 10 Strengths 10 Weaknesses 11 Opportunities 11 Threats 11 Appropriate Growth Strategy 11 References 11 Introduction The target market of a product is a theoretical framework that companies formulate based on the perceived customer trends in terms of income, social class, perceived preferences and forecasts based on historical data…
Author : nikolausmargot
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