WGU C212 KLM1 Task 1 |Latest Update with Complete Solution

1
WGU C212 KLM1 Task 1 |Latest Update with
Complete Solution

Task 1



Matthew Esquibel

Western Governors University

Marketing – C212

KLM1 TASK 1: MARKETING

January 8, 2025



A.. . Proposal..for..Business..Global..Expansion..–..Strategic..Marketing

Millennial..Innovations..is..a..medical..device..company..that..specializes..in..radiological..tec

hnology..devices.. . They..are..based..in..Austin,..Texas,..and..do..business..only..in..the..United..

States.

A1.. . Identify..new..products. .

Millennial..Innovations..currently..manufactures..MRI,..X-

rays,..and..other..medical..devices..and..equipment..in..their..U.S...facilities,..such..as..treatment..beds..

and..chairs...It..also..sells..to..hospitals..and..free-

standing..radiology..centers..across..the..U.S.. . The..company..has..decided..to..expand..its..devices..i

nto..the..global..market..and..start..with..two..new..products..to..expand..its..Nuclear..Medicine..equip

ment..line..in..other..countries.. . They..have..decided..to..develop..and..sell..PET..scan..machines,..suc

h..as..Gamma..Cameras,..which..help..detect..energy..and..develop..images..of..internal..organs..and..t

issue..function..in..the..body.. . They..have..decided..to..expand..into..Uganda.

A1A:. . Methods..used..to..determine..need

, 2
Millennial..Innovations..surveyed..other..countries..to..decide..where..their..best..marke

t..would..be.. . Their..first..survey..was..done..online..and..sent..to..hospital..administrat

ors..with..fundamental..questions..of..need..and..feasibility..in..Uganda.. . Due..to..the..l

ack..of..radiology..technology..in..the..country,..the..results..came..back..positive..in..m

ore..than..one..way...With..better..technology,..they..could..provide..better..care..and..at

tract..more..radiology..and..nuclear..medicine..technologists.. . The..survey..asked..for..

contact..information..to..follow..up..with..more..information.



Their..second..survey..was..done..via..phone..calls..to..hospitals..in..the..capital..and..sur

rounding..area...Hospital..administrators..were..asked..about..the..need..for..and..curre

nt..selection..of..devices..in..the..country..and..the..availability..of..the..devices..in..the..c

ountry.. . The..survey..concluded..that..the..devices..would..be..used..if..made..available

..in..Uganda..at..a..reasonable..price,..along..with..the..reliability..of..the..equipment..if..


purchased.

Their..third..method..was..an..in-

person..presentation..of..the..devices..they..wanted..to..design..and..sell..in..Uganda.. . T

hey..presented..to..physicians,..hospital..directors,..and..imaging..technicians.. . They..

presented..prototypes..of..their..products,..explained..their..selling..options,..showed..th

eir..current..devices..and..reputation..of..quality,..and..got..positive..feedback..from..the

ir..audience..that..showed..interest..and..willingness..to..buy..the..new..products.

A1B:..Competitive..Advantage

Their..major..competitor..in..the..U.S...is..Phillips..Healthcare,..and..Millenial..Innov

ations..will..have..a..competitive..advantage..over..them..in..terms..of..pricing..and..ava

ilability...During..their..research,..they..found..that..one..of..the..main..reasons..they..h

ave..such..a..hard..time..finding..quality..devices..is..due..to..funding.. . Most..of..the..fa

cilities,..which..are..very..few,..are..underfunded..and..understaffed.. . Millennial..Inn