MKT 571 Marketing Plan Week 6 Pitch
Marketing Plan
DECEMBER 10, 2014
MKT 571
The Product
ROBO OP
Surgeons
Console
Patient Side Cart
Contains FlexWrist
Imaging and
Control Center
Executive Summary
DTSF Headquartered in Dallas, Texas
Start-up company formed by surgeons and engineers
Product is ROBO OP a robotic system used for minimally
invasive surgery
Minimally invasive surgery makes operations easier, faster, less scarring and shorter recovery time
Market Leader is Intuitives da Vinci robotic system
Main customer concerns
Too expensive and is unreliable
Poor customer service (maintenance and service)
DTSF have designed improvements to the control system, the imaging/vision system and flexibility (FlexWrist)
ROBO OP is a quality/reliability improvement
DTSF forecast growth to 1% of market in Y3, 3% in Y6 &
8% in Y11
Situation Analysis
Robotic Surgery in existence for many years but full
benefits are yet to be realized
Market leader: Intuitives product da Vinci
Has a good reputation generally but too costly and poor reliability and Service
North America currently accounts for 48% of the market Huge global opportunity
Other competitors: Medical companies Stryker and
Medtronic
They have paved the way with the FDA
They are in the growth stage of PLC
Greatest initial growth opportunities are in large cities medical districts (hospital chains)
Large profit margins are available for companies who grow in a controlled manner (steady growth, contain
Market Growth Potential and Competitive
Analysis
Robotic System market expected to be at $17.9
Billion in 2020
Compound Annual Growth Rate (CAGR) forecast
12.7% from 2014
Opportunity exists for lower cost, higher reliability, greater functionality product (ROBO OP and
FlexWrist)
Main competitors are: Intuitive, Stryker MAKO,
Medtronic, Accuray, Think Surgical
Minimally invasive surgery become more popular with patients
New systems will be required to be less complex, more user friendly with
DECEMBER 10, 2014
MKT 571
The Product
ROBO OP
Surgeons
Console
Patient Side Cart
Contains FlexWrist
Imaging and
Control Center
Executive Summary
DTSF Headquartered in Dallas, Texas
Start-up company formed by surgeons and engineers
Product is ROBO OP a robotic system used for minimally
invasive surgery
Minimally invasive surgery makes operations easier, faster, less scarring and shorter recovery time
Market Leader is Intuitives da Vinci robotic system
Main customer concerns
Too expensive and is unreliable
Poor customer service (maintenance and service)
DTSF have designed improvements to the control system, the imaging/vision system and flexibility (FlexWrist)
ROBO OP is a quality/reliability improvement
DTSF forecast growth to 1% of market in Y3, 3% in Y6 &
8% in Y11
Situation Analysis
Robotic Surgery in existence for many years but full
benefits are yet to be realized
Market leader: Intuitives product da Vinci
Has a good reputation generally but too costly and poor reliability and Service
North America currently accounts for 48% of the market Huge global opportunity
Other competitors: Medical companies Stryker and
Medtronic
They have paved the way with the FDA
They are in the growth stage of PLC
Greatest initial growth opportunities are in large cities medical districts (hospital chains)
Large profit margins are available for companies who grow in a controlled manner (steady growth, contain
Market Growth Potential and Competitive
Analysis
Robotic System market expected to be at $17.9
Billion in 2020
Compound Annual Growth Rate (CAGR) forecast
12.7% from 2014
Opportunity exists for lower cost, higher reliability, greater functionality product (ROBO OP and
FlexWrist)
Main competitors are: Intuitive, Stryker MAKO,
Medtronic, Accuray, Think Surgical
Minimally invasive surgery become more popular with patients
New systems will be required to be less complex, more user friendly with