PROPOSED BUSINESS STRATEGY FOR ELECTRO CAPACITIVE BODY STIMULATION PRODUCT CASE STUDY: CTECH LABS EDWAR TECHNOLOGY

• Main Author: Ismail Anwar, Ahsan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78063
• Institution: Institut Teknologi Bandung

One of the greatest healthcare challenges in Indonesia is providing an adequate environment and healthcare infrastructure that ensures people obtain the best treatment that conforms to their expectations, preferences, and needs. Therefore, healthcare technology players have a crucial role to play in overcoming this challenge and creating a better solution to the system. Electro Capacitive Body Stimulation (ECBS) is a technology that utilizes electric pulses to stimulate the body muscles and organs to optimize waste removal and nutrient transport process. As a result, the body will be conducive to physical well-being. For the elderly, who start to experience slowing down in physical ability and degeneration of organ functions, this technology is beneficial to maintain the health condition and prevent future chronic disease. However, the market performance is not live up to the fineness of this technology even with all its benefits, purpose, and technological advancement. Sales are disappointing by the year since the product is launched to the public. Several factors are contributed to these unsatisfactory sales encompassing internal and external conditions of the company. Through the analysis of the internal and external environments as well as primary and secondary data, research is conducted to identify the contributing factors to the unsatisfactory sales, potential value of the technology, and also the proposed business strategy for future business development. There are a number of factors that significantly affect the business performance including marketing and sales, branding and promotion, and technology performance. However, despite the business issues, ECBS product has potential value for the market as a wellness technology since it reveals a product-market fit.