A leading multinational firm operating within the medical industry is completing the development of adhesive drapes used primarily for pediatric burn victims. These surgical drapes reduce significantly patient infections, are easy to use, and provide affordability and access within even the lowest of GDP emerging markets.
Currently, the only existing drapes cost the hospital $200 per set and can only be used for one procedure. It is estimated that this new product innovation will cost the hospital $10 per unit and the manufacturer will have a 20% variable cost). All products are shipped directly from the firm to the hospital. Shipping and handling is factored into this cost-structure. Overall fixed costs are estimated at $3 million.
Miraculously, these new drapes will reduce the current infection rate of 9% by 66.67%. It is estimated that with the older drapes 20% of all such infections led to morbidity.
Based upon market analysis, it is estimated that the new product market share will be 66.67% of 30 million procedures annually. Currently, the market for drapes is segmented based upon type of application (e.g., burns, blunt injuries, and birthing), age of the patient, income/ability to pay, gender, and country of the hospital. Purchasing decisions are made by hospital buyers who are influenced by trained medical staff.
Scenario Assignment
As a newly hired product manager within this leading firm, you are requested to analyze and report the following to the leadership committee:
1. Demonstrate the role of price in planning and implementing marketing Determine the appropriate pricing strategy and the price at which this firm should be selling the drapes and how many units (and dollars worth) of drapes must this firm sell in order to obtain a $1 billion profit.