This independent study aims to create a strategic plan for “Orthoneer Co.Ltd”; the medical device manufacturer and distributor. The study collected primary and secondary data, to analyze business environment and competition, which led to marketing penetration and financial plan. Orthoneer’s main product is “A-Knife”, the scalpel for Percutaneous Trigger Finger Release. This business has a great opportunity because Trigger Finger is common among women and men especially in 50-60 years old, due to ageing society and heavy using mobile devices.
For marketing purpose, the target groups are surgeons and patients who need surgical treatments that permanently get rid of Trigger Finger. Market penetration’s study is proposed communicating about value of A-knife that compete with Open Trigger Finger Release, the standard procedure in the current market. It is easy to use and highly effective for surgeons and without causing any sort of injury for patients. At the same time Integrated Marketing Communication (IMC) is used for making A-knife popular in Trigger Finger Release.
