Abstract
Jan Bakke, founder and chairman of Norway-based MRT, was planning the U.S. market entry strategy for CardioScope–its electrocardiograph system. How could MRT get a foothold in the U.S. market against competitors who had been around for 50 years? How could he ensure that MRT would be able to defend itself once it entered the market? What segments should it target, and how should it position itself?To introduce the development of a strategic target marketing plan in a business-to-business setting. To discuss the analysis skills and problem-solving framework necessary for determining a segmentation, targeting, and positioning strategy; to offer the opportunity for a complete market and competitive analysis, including market segmentation, competitor strengths and weaknesses, and consideration of a competitive advantage for the new product; and to develop students skills in assessing the risks of a new product/market entry strategy.
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