Designing a market entry strategy for PEZY its custom wheelchair
O.J.J.B. Hamminga (TU Delft - Industrial Design Engineering)
H.J. Hultink – Mentor (TU Delft - Design, Organisation and Strategy)
S.M. Persaud – Mentor (TU Delft - Design for Sustainability)
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Abstract
PEZY, a design agency specializing in product development and wheelchair designs, explores innovative opportunities in custom wheelchair solutions. This report begins with a comprehensive analysis of the wheelchair industry, distinguishing between developed and developing countries based on different market demands. While developed markets emphasize highly adaptable and ergonomic wheelchairs, developing countries prioritize affordability, durability, and ergonomic designs.
The focus shifts to the potential of developing country markets, where PEZY identifies promising opportunities due to significant unmet needs and limited competition. Kenya serves as a case study, revealing robust demand for wheelchairs and highlighting challenges. The supply chain analysis underscores the involvement of stakeholders, including governments and aid organizations, essential for wheelchair distribution in challenging areas. The competitive landscape offers further insights into PEZY's potential entry into this market.
To address these insights, together with PEZY a value proposition was formulated with a self-build, custom-fit wheelchair concept. To improve PEZY market position strategic alliances with stakeholders are pivotal for market entry and validation. A phased roadmap guides product development, from initial design feedback to pilot testing and market launch.
The report affirms the viability of wheelchair innovation in developing countries, emphasizing PEZY's strategic alignment with aid organizations for sustainable market penetration. By leveraging alliances and funding, PEZY aims to introduce impactful wheelchair solutions.