HOYA Technosurgical Corporation 2019

アブストラクト

The purpose of this study is to show the overseas growth strategy within the medical device industry. This study looked at the challenges of the how a Japanese medical device manufacturer struggled to expand its product overseas and generate growth. The nature of the business and industry restricted the company to innovate from the traditional approaches. This case is about an orthopedic medical device company that happened to have a product that was designed and engineered by a spine surgeon who was looking for a solution for neck and back pain. This study looks at the importance of targeting the most effective customer segment. This study also illustrates the challenges of the company entering into a market that was outside of its specialty. The protagonist of the case overcomes several challenges and tries to find a solution to how to market the product overseas. Medical device industry is a very unique and specialized industry. Many medical device products are also tended to be manufactured to provide a specific solution for a specific group of customers. In surgical related settings, and the marketing and sales must have enough knowledge to discuss about surgery and its related product with the surgeons. This study also looks at how to think of different surgical segments by using marketing techniques. This nature of the industry limited the company to expand into different customers. The protagonist of the case goes through challenges to try to expand its products outside of the company’s specialized market through series of events.

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