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