Summer 1ralnlng resenLaLlon

on
Morket 5hore 4no/ysis of lmoqinq quipments in ue/hi
underLaken aL
S|emens Ltd
8y
Man|sh kumar
10M8A28
under Lhe Supervlslon of
Mr Am|t Varshney
keg|ona| Market|ng ManagerNorthern keg|on
Centre for Management Stud|es
!amla Mlllla lslamla new uelhl 110023
1
SIEMENS - COMPANY PROFILE
Slemens ls a Cerman Lnglneerlng ConglomeraLe
lounded by Werner von Slemens on 12
Lh
CcLober 1847
Slemens has lLs lnLernaLlonal headquarLers locaLed ln 8erlln Munlch Lrlangen
Lmploy abouL 403000 people ln nearly 190 counLrles ln l?2010
1he company has 3 maln buslness secLors lndusLry Lnergy and PealLhcare wlLh LoLal
of 13 dlvlslon
Slemens ls a Cerman Lnglneerlng ConglomeraLe
lounded by Werner von Slemens on 12
Lh
CcLober 1847
Slemens has lLs lnLernaLlonal headquarLers locaLed ln 8erlln Munlch Lrlangen
Lmploy abouL 403000 people ln nearly 190 counLrles ln l?2010
1he company has 3 maln buslness secLors lndusLry Lnergy and PealLhcare wlLh LoLal
of 13 dlvlslon
Ma[or 8u lnvesLmenLs
31 of revenue ls spenL on 8u
30100 8u employee worldwlde
178 8u locaLlons ln over 30 counLrles around Lhe world
8800 lnvenLlons ln l?2010
Ma[or 8u lnvesLmenLs
31 of revenue ls spenL on 8u
30100 8u employee worldwlde
178 8u locaLlons ln over 30 counLrles around Lhe world
8800 lnvenLlons ln l?2010
LlsLed on Lhe lrankfurL SLock Lxchange and has been llsLed on Lhe new ?ork SLock
Lxchange slnce march 12 2001
LlsLed on Lhe lrankfurL SLock Lxchange and has been llsLed on Lhe new ?ork SLock
Lxchange slnce march 12 2001
2
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REVENUE BY REGION REVENUE BY SECTOR
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- MulLlphos 430
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- ACuSCn x 130
- ACuSCn x 300
- ACuSCn x 300
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- ACuSCn SC2000
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Maln ob[ecLlves
1o flnd ouL Lhe markeL share of lmaglng LqulpmenLs manufacLured by Slemens ln
uelhl
1o flnd ouL Lhe ma[or compeLlLors of Slemens Lhelr markeL share ln lmaglng
segmenL
Maln ob[ecLlves
1o flnd ouL Lhe markeL share of lmaglng LqulpmenLs manufacLured by Slemens ln
uelhl
1o flnd ouL Lhe ma[or compeLlLors of Slemens Lhelr markeL share ln lmaglng
segmenL
Scope of the pro[ect
lL wlll glve Lhe llsL of poLenLlal cusLomers for Lhe lmaglng LqulpmenLs
lL wlll glve Lhe lnformaLlon abouL cusLomer percepLlon aL Lhe Llme of equlpmenL
procuremenL
Scope of the pro[ect
lL wlll glve Lhe llsL of poLenLlal cusLomers for Lhe lmaglng LqulpmenLs
lL wlll glve Lhe lnformaLlon abouL cusLomer percepLlon aL Lhe Llme of equlpmenL
procuremenL
RESEARCH METHODOLOGY
The purpose oI using descriptive research is to provide an accurate snapshot oI some
aspect oI the market environment. Descriptive research is more rigid than exploratory
research and seeks to describe users oI a product, determine the proportion oI the
population that uses a product,
Descriptive research deIine questions, people surveyed, and the method oI analysis
prior to beginning data collection. In other words, who, what, where, when, and how
aspects oI the research is deIined by using the descriptive research technique.
RESEARCH METHODOLOGY
The purpose oI using descriptive research is to provide an accurate snapshot oI some
aspect oI the market environment. Descriptive research is more rigid than exploratory
research and seeks to describe users oI a product, determine the proportion oI the
population that uses a product,
Descriptive research deIine questions, people surveyed, and the method oI analysis
prior to beginning data collection. In other words, who, what, where, when, and how
aspects oI the research is deIined by using the descriptive research technique.
8
DATA COLLECTION TECHNIQUES
WData collection is done by 2 methods-
One is the Primary and the other is the Secondary.
Primary data was collected by designing a Questionnaire so that it may
prove eIIective in collecting the right inIormation.
Secondary data was taken Irom diIIerent websites. OIIicial website oI
Siemens has provided useIul inIormation. Some market survey reports were
also analyzed
METHOD OF DATA COLLECTION
InIormation was collected by personally contacting the doctors, technicians
through interviews. And in some cases telephonic interview was also done.
METHOD OF DATA COLLECTION
InIormation was collected by personally contacting the doctors, technicians
through interviews. And in some cases telephonic interview was also done.
SAMLL SI2L
30 cenLers (PosplLals ulagnosLlcs CenLers and nurslng Pomes)
9
ajor players in Delhi are private hospitals (42) & diagnostic centers (28).
Asmall portion is covered by government hospitals (8) and nursing homes (16).
There are very Iew charitable hospitals in Delhi as compare to the private hospitals and
diagnostic centers.
ajor players in Delhi are private hospitals (42) & diagnostic centers (28).
Asmall portion is covered by government hospitals (8) and nursing homes (16).
There are very Iew charitable hospitals in Delhi as compare to the private hospitals and
diagnostic centers.
10
1C1AL CLn1L8S CCvL8Lu
6 oI the hospitals and other centers have Iormal policy Ior the procurement oI the
equipments, and oI them mostly are private hospitals and government hospitals.
Small nursing homes and diagnostic centers which cover around 40 oI the centers
don`t have any Iormal policy Ior the equipment procurement.
6 oI the hospitals and other centers have Iormal policy Ior the procurement oI the
equipments, and oI them mostly are private hospitals and government hospitals.
Small nursing homes and diagnostic centers which cover around 40 oI the centers
don`t have any Iormal policy Ior the equipment procurement.
11
CLS 1nIS CLN1Lk nAS A ICkMAL CLIC ICk LUIMLN1 kCCUkLMLN1
Total no. oI machines covered are 124.
#I and CT scanner are very expensive, diIIicult to Iind these machines in every hospital.
#I and CT scanners were not present in small nursing homes, charitable hospitals and
small diagnostic centers. Seen them only in multispecialty private hospitals, Iew government
hospitals, and big diagnostic centers.
The highest number oI machines are covered in ultrasound segment (46) and X-ray segment
(44) as these machines are not as expensive as #I and CT and moreover many local players
(like Fuji, Listem, Allenger, Aloka, edison) have also entered the market in ultrasound and
X-ray segment and oIIering these equipments at less cost.
Total no. oI machines covered are 124.
#I and CT scanner are very expensive, diIIicult to Iind these machines in every hospital.
#I and CT scanners were not present in small nursing homes, charitable hospitals and
small diagnostic centers. Seen them only in multispecialty private hospitals, Iew government
hospitals, and big diagnostic centers.
The highest number oI machines are covered in ultrasound segment (46) and X-ray segment
(44) as these machines are not as expensive as #I and CT and moreover many local players
(like Fuji, Listem, Allenger, Aloka, edison) have also entered the market in ultrasound and
X-ray segment and oIIering these equipments at less cost.
12
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13
TI P#IOD FO# WHICH IAGING QUIPNTS
HAV BN IN US
46 oI the #I machines & 4 oI CT scanners installed in Delhi area are in used Ior more
than 7 years. We have even captured some oI the hospitals and diagnostic centers which are using
the #I and CT equipments Ior more than 20 years. As these machines have high durability and
expensive and it is diIIicult Ior the small diagnostic centers, private hospitals and nursing homes to
replace the machines aIter a short period oI time.
This analysis also helps us to Iind out some potential customers who wanted to purchase new
#I and CT scanners machines Ior their centers.
46 oI the #I machines & 4 oI CT scanners installed in Delhi area are in used Ior more
than 7 years. We have even captured some oI the hospitals and diagnostic centers which are using
the #I and CT equipments Ior more than 20 years. As these machines have high durability and
expensive and it is diIIicult Ior the small diagnostic centers, private hospitals and nursing homes to
replace the machines aIter a short period oI time.
This analysis also helps us to Iind out some potential customers who wanted to purchase new
#I and CT scanners machines Ior their centers.
14
13
8 oI Ultrasounds & 2 oI X-#ay machines are in use Ior more than 7 years.
As major proportion oI the machines are older, thus it gives an area to Iind new potential
customer.
Collected the data Irom a diagnostic center named as X #AY DIAGNOSTIC CNT#, 1 DLF
CNT# GK-II using the X-#ay machine since 1982 and the machine was oI Siemens. It depicts
the durability and ruggedness oI the machines manuIactured by Siemens.
ajorly the market is covered by G Ultrasounds and other small brands like Aloka, indray &
edison, & due to these brands in the market share oI Siemens in Ultrasound segment is less as
the machines oIIered by other companies are not as expensive as that oI Siemens.
8 oI Ultrasounds & 2 oI X-#ay machines are in use Ior more than 7 years.
As major proportion oI the machines are older, thus it gives an area to Iind new potential
customer.
Collected the data Irom a diagnostic center named as X #AY DIAGNOSTIC CNT#, 1 DLF
CNT# GK-II using the X-#ay machine since 1982 and the machine was oI Siemens. It depicts
the durability and ruggedness oI the machines manuIactured by Siemens.
ajorly the market is covered by G Ultrasounds and other small brands like Aloka, indray &
edison, & due to these brands in the market share oI Siemens in Ultrasound segment is less as
the machines oIIered by other companies are not as expensive as that oI Siemens.
P#IO#ITIS FO# BUYING DICAL IAGING QUIPNTS
1
#ATING HALTH CA# QUIPNTS ANUFACTU#D
BY DIFF#NT B#ANDS ON VA#IOUS PA#AT#S
#ATING HALTH CA# QUIPNTS ANUFACTU#D
BY DIFF#NT B#ANDS ON VA#IOUS PA#AT#S
1he varlous arameLers consldered are
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1he varlous arameLers consldered are
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17
18
Brand name- it is a name, term, sign, symbol, or design or a combination oI them, intended to
identiIy the goods or services oI one seller or group oI seller and to diIIerentiate them Irom those
oI competitors.
oI the respondents rated that brand name oI Siemens higher than other brands.
Only 18 oI the respondents rated that brand name oI Philips is higher and 27 rated that brand
name oI G is higher than any other brand.
Brand name- it is a name, term, sign, symbol, or design or a combination oI them, intended to
identiIy the goods or services oI one seller or group oI seller and to diIIerentiate them Irom those
oI competitors.
oI the respondents rated that brand name oI Siemens higher than other brands.
Only 18 oI the respondents rated that brand name oI Philips is higher and 27 rated that brand
name oI G is higher than any other brand.
47 of respondenLs Lhlnk LhaL lmage quallLy of Lhe lmaglng equlpmenLs (C1
SCAnnL8 M8l uL18ASCunu and x8A?) ls far beLLer Lhan Lhe lmaglng equlpmenLs
manufacLured by hlllps and CL Slemens dlagnosLlc equlpmenLs are glvlng a very
Lough compeLlLlon Lo dlfferenL companles on Lhe basls of lmage quallLy
47 of respondenLs Lhlnk LhaL lmage quallLy of Lhe lmaglng equlpmenLs (C1
SCAnnL8 M8l uL18ASCunu and x8A?) ls far beLLer Lhan Lhe lmaglng equlpmenLs
manufacLured by hlllps and CL Slemens dlagnosLlc equlpmenLs are glvlng a very
Lough compeLlLlon Lo dlfferenL companles on Lhe basls of lmage quallLy
19
Price is the one element oI the marketing mix that produces revenue; the other elements produce
costs
4 oI respondents rated that price oI the imaging and diagnostic equipments manuIactured by
Siemens is higher than the price oIIered by G and Philips.
The higher prices oI the Siemens` imaging equipments can be linked to the quality oI the
products, commonly reIer to as Price Quality InIerences, where price is an indicator oI the quality
Price is the one element oI the marketing mix that produces revenue; the other elements produce
costs
4 oI respondents rated that price oI the imaging and diagnostic equipments manuIactured by
Siemens is higher than the price oIIered by G and Philips.
The higher prices oI the Siemens` imaging equipments can be linked to the quality oI the
products, commonly reIer to as Price Quality InIerences, where price is an indicator oI the quality
20
lL ls an assurance or probablllLy LhaL an equlpmenL machlne or maLerlal wlll have a
relaLlvely long conLlnuous useful llfe wlLhouL requlrlng an lnordlnaLe degree of
malnLenance
37 of Lhe respondenLs raLed LhaL Slemens' equlpmenLs are long lasLlng and can be
used for an exLended perlod of Llme
1herefore more Lhan half of Lhe respondenLs are saLlsfled wlLh Lhe durablllLy of Lhe
equlpmenLs manufacLured by Slemens
lL ls an assurance or probablllLy LhaL an equlpmenL machlne or maLerlal wlll have a
relaLlvely long conLlnuous useful llfe wlLhouL requlrlng an lnordlnaLe degree of
malnLenance
37 of Lhe respondenLs raLed LhaL Slemens' equlpmenLs are long lasLlng and can be
used for an exLended perlod of Llme
1herefore more Lhan half of Lhe respondenLs are saLlsfled wlLh Lhe durablllLy of Lhe
equlpmenLs manufacLured by Slemens
21
Periodic or as-required maintenance or repair oI equipment by its manuIacturer or supplier, during
and aIter a warranty period.
46 oI the people are well satisIied by the aIter sales service provided by Siemens, 9 oI the
people are satisIied by the aIter sales support oI the G and only 1 are satisIied by the services
provided by Philips.
Thus Siemens is leading in the aIter sale service oIIer to their customers than any other company.
Periodic or as-required maintenance or repair oI equipment by its manuIacturer or supplier, during
and aIter a warranty period.
46 oI the people are well satisIied by the aIter sales service provided by Siemens, 9 oI the
people are satisIied by the aIter sales support oI the G and only 1 are satisIied by the services
provided by Philips.
Thus Siemens is leading in the aIter sale service oIIer to their customers than any other company.
22
Sales promotion is any initiative undertaken by an organization to promote an increase in sales,
usage or trial oI a product or service
Sales promotion tools oIIer distinctive beneIits-
WCommunication- they gain attention and may lead the consumer to the product.
WIncentives- they incorporate some concession, inducement, or contribution that gives value to the
consumer.
WInvitation- they include a distinct invitation to engage in the transaction now.
2 oI the respondents think that sales promotion done by G is higher than any other brand.
Sales promotion is any initiative undertaken by an organization to promote an increase in sales,
usage or trial oI a product or service
Sales promotion tools oIIer distinctive beneIits-
WCommunication- they gain attention and may lead the consumer to the product.
WIncentives- they incorporate some concession, inducement, or contribution that gives value to the
consumer.
WInvitation- they include a distinct invitation to engage in the transaction now.
2 oI the respondents think that sales promotion done by G is higher than any other brand.
23
Siemens is the market leader in #I and CT SCANN# capturing and 61 oI
the market respectively. While the market share in X-#ay division and ULT#ASOUND
segment is 9 & 1 respectively.
Siemens holds market share in comparison to its competitors when all the
equipments are taken together.
On a whole, around 4 oI the imaging equipments are in use Irom the past 7 or more
years.
The #espondents eye SINS as a leader when it comes to Brand Name, Image
Quality, Customer SatisIaction Services and Durability oI the Imaging and Diagnostic
equipments. However, the respondents Ieel that SINS lag Sales Promotions in
comparison with its chieI competitor G and price oI the Siemens' imaging equipments
is very high when compared to other companies.
#espondents rate SINS as the most valued brand in the Healthcare Sector.
Siemens is the market leader in #I and CT SCANN# capturing and 61 oI
the market respectively. While the market share in X-#ay division and ULT#ASOUND
segment is 9 & 1 respectively.
Siemens holds market share in comparison to its competitors when all the
equipments are taken together.
On a whole, around 4 oI the imaging equipments are in use Irom the past 7 or more
years.
The #espondents eye SINS as a leader when it comes to Brand Name, Image
Quality, Customer SatisIaction Services and Durability oI the Imaging and Diagnostic
equipments. However, the respondents Ieel that SINS lag Sales Promotions in
comparison with its chieI competitor G and price oI the Siemens' imaging equipments
is very high when compared to other companies.
#espondents rate SINS as the most valued brand in the Healthcare Sector.
24
FINDINGS FINDINGS
LIS1 CI C1LN1IAL CUS1CMLkS
23
CONCLUSION &
#CONDATION
CONCLUSION &
#CONDATION
The strategies adopted by Siemens in the past to satisIy customer
requirements are warmly acknowledged by the end-users.
With its vast product line, Siemens has been successIul in countering the
moves played by its competitors.
Siemens must intensiIy the Sales Promotion activities in view oI providing
the boost to the sales activities and to deIend what it has earned since its
intervention in the healthcare sector. Siemens has to revise the pricing oI
ultrasound machines in order to capture more oI the market. With its Customer
oriented holistic approach, it`s truly been where it should be seen by its
customers
A LAD#.
The strategies adopted by Siemens in the past to satisIy customer
requirements are warmly acknowledged by the end-users.
With its vast product line, Siemens has been successIul in countering the
moves played by its competitors.
Siemens must intensiIy the Sales Promotion activities in view oI providing
the boost to the sales activities and to deIend what it has earned since its
intervention in the healthcare sector. Siemens has to revise the pricing oI
ultrasound machines in order to capture more oI the market. With its Customer
oriented holistic approach, it`s truly been where it should be seen by its
customers
A LAD#.
2
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27