The use of wheelchairs has continued to be on the rise due to many people who have mobility problems. Physically challenged individuals and the sick have been facing difficulties with the current manual wheelchairs. The development of electric wheelchairs that can be convertible into beds is a further extension of the current mechanical wheelchairs that are prone to pushing or pulling for movement.
Marketing managers are responsible for designing and developing viable and feasible programs for corporations. This is directly linked to goals creation and strategic identification (Kotler & Keller, 2016). The main objective of the study is to analyze the current market of an automated wheelchair convertible into a bed. The objective of this study is to provide background information to the AHP company management if convertible electric wheelchairs will be profitable, as a new product.
Electronic wheelchairs are multifunctional machines that perform operations surpassing the current manual wheelchair. It consists of several adjustable parts such as a backrest, leg rest, and can also be improvised through extensions to convert into a bed. To have an insight into the production and functions of this modern machine, the cost of production of a unit against the sales should be profitable to the AHP company. The wheelchair is aimed at solving the following mobility-related problems that the company identified.
Problems of transferring the patients from beds to wheelchairs and vice versa, discomfort caused to the patient by the current manual wheelchairs, especially by sitting in one position for a long time. Moreover, difficulty in using the current manual wheelchairs by paraplegic patients (Tu, 2020). The marketing research plan for the automatic wheelchair is based on the availability of research implements to facilitate the study process. The most available tools for the research are the internet, cameras, and video recorders. Moreover, health facilities that handle the physically challenged, will be ideal for data collection and presentation.
Developing a marketing research plan is the role of managers in companies, this is an imperative aspect for the corporation since the product under discussion is new to the AHP company. Identifying and consistency delivering the needs of customers, cognizant of their perceived values is sometimes a daunting task (Kotler & Keller, 2016). As a manager, finding a solution to this problem is an avoidable task. The target market will be mostly hospitals and institutions that are offering services related to the people in need of the product. The available print and electronic media will be ideal for marketing the convertible wheelchair. On the other hand, it can be sold on a promotional basis for quicker sales (Brennan et al., 2020). A target population of 200 people as a sample survey, with diverse knowledge on the wheelchairs, will form the primary guidance of the research.
As a marketing strategy, after-sale service such as a 1-year warranty of repair will be offered to the customers, though such initiative, an assurance, and good customer relations will be established. The company also seeks to use the online platforms to not only market the products but also to create customer communication channels where most of the client’s product-related questions will be answered.
To sample out data involving the electric wheelchairs, physical visits to the manufacture to conduct a survey will be imperative. Acquiring first-hand information from individuals with prior knowledge in electronic wheelchair manufacture will instill confidence and unveil some of the underlying factors that are market-oriented. Moreover, conducting online research using Google engines will also form part of the data collection procedure (Kotler & Keller, 2016). There are several websites rich in information regarding the electric wheelchair cum bed.
Additionally, data will be collected by engaging participants who are currently using the services of the wheelchairs. From these participants, the AHP company will find the gaps that require to be fulfilled for market grip, when the new wheelchairs will be launched. Data such as the cost of production and transportation, electricity consumption, and the cost of materials will form the basic questions during the survey where both online types of research and face-to-face interviews will be prioritized.
By analyzing the current market trends of the electric wheelchair, there is possible feasibility of profit-making and the future existence of the product in the market. The number of wheelchairs dependents is dramatically increasing. The demand for wheelchairs by both old and the sick is, therefore, a concern creating a gap that should be bridged by manufacturing and selling durable, comfortable, and affordable electronic wheelchairs convertible to bed (Tu, 2020). The focus of management should presently be anchored on strong IT expertise and social media platforms (Kotler, 2019). Data such as the cost of production and transportation, electricity consumption, and the cost of materials will form the basic questions during the survey. It is imperative to note that most of the data about electric wheelchairs are published online.
The finding shows that there is a significant need to launch the electronic wheelchairs convertible into the market. The AHP company needs to gather resources ranging from human resource expertise to the warehouse in which the electronic wheelchairs will be stored. The trending in online searches for modern electric wheelchairs shows that there exists a market gap for this commodity. As noted by Morgan et al. (2019), marketing only succeeds when the company functions are well coordinated. Therefore, if strategic marketing plans are well-stipulated for this product, then the feasibility in terms of profit is highly achievable.
To conclude the manager of AHP company is convinced that the wheelchairs that can be converted to bed are a perfect market strategy for the company. To roll out the program, the company will also require the cooperation of the staff members to focus and put their concerted efforts towards the success of the electronic convertible wheelchairs.
References
Brennan, R., Canning, L., & McDowell, R. (2020). Business-to-business marketing. SAGE Publications Limited.
Kotler, P. T. (2019). Marketing management. Pearson UK.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.) Pearson.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29. Web.
Tu, C. T. D. (2020). U.S. Patent No. 10,813,804. Washington, DC: U.S. Patent and Trademark Office. Web.