In this case study, a new company is developing treatments for sleep apnea, starting with an innovative oral/mandibular advancement splint. Using the 2x2 segmentation model, different types and severity of sleep apnea are examined to identify unique market segments. The workshop materials help characterize and quantify these segments, revealing insights such as market opportunities and product market share. Get a comprehensive view of the sleep apnea market with this detailed analysis.
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Presentation Transcript
Case Study 2x2 Market Segmentation Model Background New company is formed to develop treatments for all types of Sleep Apnea First product they created is a new device for sleep apnea It is an oral/mandibular advancement splint to improve airflow (MAS) Custom molded/high comfort/produced by 3D printing Improved compliance, less costly You are meeting with a Venture Capital firm to raise funds The firm has asked you questions about the sleep apnea market. They want to have a thorough understanding of the market segments that make up sleep apnea Assignment Use the 2x2 segmentation model to illustrate the Sleep Apnea Market Segments. Once the segments have been identified, use the workshop materials to characterize and, where possible, to quantify the segments. Consider the following variables to construct the 2x2 model and segments: Different Type of Sleep Apnea Severity of Sleep Apnea
Case Study 2 Worksheet 2x2 Sleep Apnea Market Segments Step 2 Identify The Unique Market Segments
Case Study 2 Worksheet 2x2 Sleep Apnea Market Segments Step 3 Characterize/Quantify The Segments 30% of market opportunity Product x holds 48% market share 2/3 of patients not at goal, representing large opportunity 45% of market Opportunity
