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From Visions to Reality Road Show II Mexico in European Union

From Visions to Reality Road Show II Mexico in European Union. Final conference in Bratislava, student presentation. Blue Danube Robotics. Ana Cristina De la Colina Bores Andrea Castillo Guzmán. Vienna University of Economics and Business. Vienna University of Technology.

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From Visions to Reality Road Show II Mexico in European Union

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  1. From Visions to Reality Road Show II Mexico in EuropeanUnion

  2. Finalconference in Bratislava, studentpresentation Blue Danube Robotics Ana Cristina De la Colina Bores Andrea Castillo Guzmán Vienna University of Economics and Business Vienna University of Technology

  3. Agenda • Introduction • Research questions • Methodology • Main Results • Indicators of Potential Market and Growth • Competitors • Buyer- User • B2B / B2C • Conclusions • Recommendations REALITY project,Final conference in Bratislava, Student presentation

  4. Research Questions What is the market potential for a medical robot for handicapped people? What are the key user requirements for adopting medical robots for handicapped people? What product features are necessary to be comparable with handicapped people’s living conditions? What is the willingness to pay for such a medical robot? Which business model seems to be successful? Initial countries: Austria, Czech Republic, Mexico, Slovakia and Spain. REALITY project,Final conference in Bratislava, Student presentation

  5. Methodology Research Questions assigned – preliminary research Meeting with Austrian students Meeting with Tobias Ferner, member of Blue Danube Robotics. Coaching and lectures with Dr. Wolfgang Schildolfer and Dr. Rainer Hasenauer. New arrange of countries to be analyzed was: Austria, Canada, Czech Republic, Mexico, Slovakia, Spain and Sweden. Secondary and Tertiary Research REALITY project,Final conference in Bratislava, Student presentation

  6. Main Results

  7. Indicators of potential market and growth Most attractive markets: Austria, Canada and Mexico • TARGET: Disabled people with functional, motor or physical disabilities who are able to make voice commandsfor interacting with the robot. • Canada 4.68% • Austria  3.07% • Mexico 2.84% REALITY project,Final conference in Bratislava, Student presentation

  8. POTENTIAL GROWTH Note:Mexico’s informal employment rate t is of 59%. Austria and Slovakia are the most scarce in the supply of nurses. REALITY project,Final conference in Bratislava, Student presentation

  9. Competitors REALITY project,Final conference in Bratislava, Student presentation

  10. User or Buyer B2C buyers: • Disabled people themselves • Responsible person (family or nursing/retirement homes) • Dependency ratio: • Austria 27.3% • Canada 22.2% • Mexico 9.8%. • Publicity should vary for this two segments. The user might NOT always be the buyer. REALITY project,Final conference in Bratislava, Student presentation

  11. B2b/B2c B2B most attractive markets are: • Canada • Mexico • Due to: • Good health care system • Strong private institutions REALITY project,Final conference in Bratislava, Student presentation

  12. B2b/B2c B2C most attractive market is: • Austria • Due to: • High health expenditure per capita • Nurse scarcity REALITY project,Final conference in Bratislava, Student presentation

  13. Conclusions • Top 3 largest markets of disabled population: Austria, Canada and Mexico. • Future demographics: Increasing elderly population. • Spending per capita purchasing power: Canada & Austria.

  14. Conclusions • Potential markets requirements: • B2C • Increasing elderly population • High disabled population % • Nurse scarcity • High health expenditure • High purchasing power per capita in health • B2B • High disabled population % • Sources of expenditure: • Good health care systems • Strong private institutions

  15. Recommendations • Market potential depends on the business model chosen. • Elderly population should not be overlooked as a target. • Countries with younger population should not be dismissed, if private institutions are strong. • Difference between user/buyer should be clear for marketing campaign. REALITY project,Final conference in Bratislava, Student presentation

  16. Recommendations • In B2B, consider al people involved in buying center. • Reduce time to market. • Don’t lose sight of unique value proposition. • Use community based innovation to avoid market resistance. • Appeal to psychological needs. REALITY project,Final conference in Bratislava, Student presentation

  17. From Visions to Reality Thanks for your Attention www.fromvisiontoreality.sk

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