Market Analysis of 3D Printing in the MedTech Industry: Market definition of 3D printing in the MedTech Industry and subsequent formulation of a unique value proposition
Additive manufacturing is one of the most exciting and innovative new production technologies of the 21st century. However, introducing a new technology into a market can be challenging. Therefore, it is imperative to analyze the markets potential and develop a clear positioning strategy.
Kalotay Botond & Frigg Daniel, 2020
Bachelor Thesis, Swiss m4m Center
Betreuende Dozierende: Nikolina Fuduric
Keywords: Market definition, STP model, Unique Selling Proposition, Additive Manufacturing, MedTech Industry
Before introducing a new product or service, it is imperative to know the market one is entering. This is especially true for the highly regulated and diverse MedTech market. Now, that the Swiss m4m Center has set up its facility and infrastructure and is looking to introduce their services into the market, the project team was tasked to perform market segmentation and to pre-pare a positioning strategy for one target segment.
The authors conducted extensive research, both in form of desk research and field research. First, desk research was used to determine the potential future market size and the most promising target market. Second, the field research was conducted using a qualitative approach and eleven expert interviews were conducted to gather deeper insights on needs and opportunities within different target segments.
This research resulted in three main findings. Firstly, the results helped to determine the potential market size for additive manufacturing in the MedTech industry for 2025. Secondly, the market was delimited to the most promising target segments for Swiss m4m. Lastly, the results indicated what strategy can be used to position the company effectively within the target segments.
These findings will help the client company to further introduce additive manufacturing and their services into the MedTech market.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation