ABSTRACT
Sportmed is a real but disguised company. This case was prepared by Alan S. Cleland and Albert V. Bruno. Sportmed set the boundaries of its sports medicine instruments business area to be global in scope in order to encompass its customer base and its competitive threats. The customers for sports medicine instruments seek to satisfy the product needs of advanced features, multiple functions, accuracy, and ease of use. Sports medicine specialists attached more importance to quality than to price. Markets can be defined based on customer groups, customer needs and technologies. Customer groups are defined by age, and specialty sports medicine specialists (SMS) and general practitioners (GP). Customer needs are defined by psychographics, and patient diagnosis, and other. Technology is defined in terms of technologies for delivering results and the testing technologies employed. Sportmed assigned all potential customers into medical specialty and psychographic segments. Sports medicine specialists attached more importance to quality than to price.
