Zenith Technologies, a Cognizant Company - market analysis and marketing strategy
Currently the life science market is shaping into a different direction. Smart factory solutions which are using technologies like robotics, data analytics and the Internet of Things (IoT) have a strong presence in the market.
Considering this change, the thesis aims to provide a marketing strategy based on quantitative and qualitative research to become the market leader in the field.
Nafisa Umar & Etleve Demjaha, 2021
Bachelor Thesis, Zenith Technologies, a Cognizant Company
Betreuende Dozierende: Pieter Jan Perrett
Keywords: market analysis, marketing strategy, life science industry
Our client, an international smart factory solutions provider to the life sciences industry, delivers manufacturing software systems, specialising in Automation, MES and Digital Solutions on a global scale. They entered the Swiss market in 2017 and, due to the novelty of their entrance to Switzerland, are now seeking to expand their reach and are aiming to tackle the new market. Thus, this Bachelor Thesis investigates ways in which the company can enhance their image in the Swiss market with the aid of a marketing strategy and provides an overall understanding of said market.
This study conducts an internal and external analysis applying miscellaneous tools, building on both primary and secondary data gathered. The primary research consists of seven interviews with experts, guaranteeing a diversified range of opinions and insights. Credible sources construe the secondary data. Primarily, the literature review examines the Swiss life sciences market using the SWOT, Porter’s 5 Forces and PESTEL as well as a competitor analysis. Followed by the expert interviews, this builds the foundation for the proposed positioning and marketing strategy.
After an extensive analysis of the Swiss life sciences market, the research findings indicate a shift towards precision medicine, calling for more flexible production facilities and novel digital infrastructure. The recommended positioning strategy places an emphasis on data management and artificial intelligence technology based on its exponential growth potential in the near future. By focusing on this emerging sector as well as targeting smaller firms than in their current customer portfolio, new revenue streams can be generated. These include, inter alia, the collection of data to leverage customer patterns and predict trends. With the new marketing strategy, the implementation of tools such as webinars, industry events, round tables and digital publications are recommended to ensure a holistic reach and efficient targeting. These verdicts will help the client maintain their positioning as the leader in the sector and be of aid when creating a larger presence in the Swiss market.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation