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Salesbrain

In: Business and Management

Submitted By Garu003
Words 428
Pages 2
GARIMA NAGPAL

Question 1:
Hellen Ishikawa is an example of the mid-range and lower-tier segment of the market that required more software oriented solutions rather than extreme hardware. This is where Carl Zeiss is lacking behind. If any other brand were to provide to this required feature, which concentrated more on user ability rather than computing power, Zeiss would be at a competitive disadvantage.
In the microscopy sector, a company has to be quick to spot emerging needs and usage trends. With the likes of tough competition as well as the upcoming products from lead users would pose a threat if Zeiss doesn’t concentrate on upgrading their hardware and software with client requirements. Question 2:
The strategy that Zeiss applied to the biomedical and industrial market segments was to modularize their products in such a manner that the end output for both the segments would be essentially the same with tailor-made software and market segment specific extensions such as application briefs and sales approaches. The strength and weakness of this approach would be same as that for modularizations, which are given below with an added advantage of simplified business process.
Modularization allows for a number of advantages including easy and cost effective production process since the same components can be assembled differently to produce different products. Another advantage would be that it allows for customization of instrument to meet the diverse needs of the each market segment. This would also allow for added revenue generation from more advanced attachments and accessories.
The only weakness of this approach is that it leads to a more complex system that is not friendly for less skilled users. Question 3:
One strategic option is to concentrate on software oriented approaches such as a broader software strategy, i.e., they should keep

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