Business Case Studies & Business Publications

Discovery IQ by GE: Launching Super Valu...

Jaiswal, Anand Kum...

Case

Discovery IQ by GE: Launching Super Value PET/CT Scanner

Jaiswal, Anand Kumar; Malodia, Suresh

IIMA-MAR0495 | Published March 31, 2018 | 23 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

GE Healthcare's strategy was to change the face of healthcare infrastructure in India by making healthcare accessible in all parts of the country and affordable to all sections of the society. After launching its first successful super value ECG machine Mac 400, it launched its twenty-fifth super value product "Discovery IQ" a PET/CT machine in 2014. However, the challenge before the company was to increase the reach and visibility of PET/CT scanners to a large base of diagnostic centers in tier II and III cities. Key issue for customers of PET/CT scanners was of securing finance. Banks were averse to funding such projects in tier II and tier III cities due to various constraints. At the same time, though GE had a financing division, they had very limited exposure to tier II and tier III cities healthcare infrastructure. Another option was to convince Government to invest into creating PET/CT infrastructure. Essentially, the PET/CT segment team was contemplating on devising go-to-market strategy for Discovery IQ. It also wanted to assess the disruptive impact of these products in the International market.

To understand formulation of Sales Strategy in business-to-business (B2B) and business-to-government (B2G) segments. To apprehend the need for deeper understanding of buying behavior of customers in B2B and B2G markets. 3.To examie how super value innovations can be source of sustainable strategic advantage for MNCs in emerging markets.