Research On Marketing Tactic Of Datex-Ohmeda Anesthesia Machine

Medical Equipment are the indispensable tools for health care of health being.World Medical Equipment Industry grows rapidly these years . Along with theglobalization of the word economy , the international trade of the medical equipmentalso witnessed a strong increase in the past a few years. With a large population,China's economy is developing rapidly. The development of the health care offers agood development platform and market space for medical equipment industry.Anesthesia Machine is the necessary medical equipment in operation room ofthe hospital. Datex-Ohmeda's anesthesia machine is one of the best brand in theworld. Datex-Ohmeda company is the biggest manufacture of the anesthesia machinein the world. Datex-Ohmeda company possess the competition advantage atinternation market, it's market share is more than 50%. Drager company is theDatex-Ohmeda company's main competitor.The paper studies the actuality and develepment trend of medical equipmentindustry . The industy analysis have used the framework of Porter's five forces . Thisframework evaluates suppliers, customers , substitute products , and industry rivalry .In addition , A SWOT analysis not only identifies the Datex-Ohmeda company'sstrengths and weaknesss but also reveals opportunities and threats.Based on the analysis of the Anesthesia Machine competition and it'sdevelopment trend, Datex-Ohmeda company cultivated "customer centered"integrated marketing strategy and use the 4Cs (Customer wants and needs, Cost to thecustomer, Convenience, Communications) marketing tactic. Using the 4Cs marketingtactic, Datex-Ohmeda company increased the marketing share and customersatisfaction.