Sunrise Wheelchair Case Study

Our team recommends Chandler to introduce guardians young whippersnapper sample wheelchair. Guardian is not a participant in wheelchairs with wholly a 2% share of the ideal wheelchair commercialize and zero point else.The purpose for Guardian to introduce the lightweight standard wheelchair, with a forecast commercialise return rate of 15% yearly, is only meant to complement Guardians active product to seek for higher growth in its division since the profit margins of its subsisting product lines are razor thin.Whats more important is that Guardians new lightweight standard wheelchair is positioned former(a) than from quickys, with a distinct spirit and features at lower prices more towards a low-end market. Although cannibalization may still be a concern, the chances are Guardian will sufficient to find a niche market for a protestent target segments differ from Quickies.There is a pauperization and a need for Guardian division to exposit product line to grow. Guard ian took roughly half of the market share of crutches, walkers and other product lines. Although the rest half has been controlled by others, it can be regarded as the capability sale of us, as if we can bring home the bacon a rival product with even out better quality to earn that potential profit.This new wheelchair is a good neb to complete the product line, and cover the demand of expanding profitability as well. Quickie, rather than distressing about cannibalized by Guardians chair, should put more efforts on structure its competitive advantages to differentiate itself from its major foe Invacare, not Guardian. Invacares wheelchair model has ticktock Quickies. Quickie is kind of an foamy divergence within Sunrises product line, which is losing competition power.Introducing Guardians chair will help Sunrises armed combat against its main competitors, Everest & Jennings International and Invacare. They were competing by cutting down price since 1990.By fashioning f ew changes of Guardians standard product, the new chair would carry a wholesale price 10% downstairs Invacares lightweight standard model. If Quickie continues to lose competitiveness, adding Guardians new wheelchair can be a easement and beneficial for the whole company.