Developing a go to market strategy for an assistive technology product

Developing a go to market strategy for an assistive technology product

Passanha, J.E. (TU Delft Industrial Design Engineering)

Hultink, H.J. (mentor)
van den Hende, E.A. (graduation committee)
Mahadevan Karthik, Karthik (graduation committee)

Delft University of Technology

Strategic Product Design

2020-08-27

The number of visually impaired cases have been exponentially rising in recent time; there are 30Mil visually impaired people in Europe . This has lead to the creation of a big industry of assistive technology devices for the visually impaired community. Envision, a start-up developing artificial intelligence products for the visual impaired, wanted to introduce the new Envision Glasses. The project aims to develop a go to market strategy for the Envision Glasses. To answer this research question, the case study approach was used. Furthermore, Root's 1994 international market entry model was used as a framework. Thus, splitting the research question into two: first, what are the market dynamics that impact the business model, and secondly, what are the factors that influence the consumer purchasing behaviour. Multiple perspectives from the different stakeholders were gathered through qualitative and quantitative research. The final outcome of the project was a market entry strategy with a desired customer journey map that can be replicated across the markets selected.

Go to market strategy
new product launch
assistive technology
artificial intelligence
International market entry strategy

http://resolver.tudelft.nl/uuid:b4193a86-229d-4868-a5a6-3941737a53a9

Student theses

master thesis

© 2020 J.E. Passanha