Olympus Marketing Strategy: Budget and KPI System Development

The graduation thesis is dedicated to developing a marketing strategy for launching the new visualization system Visera Elite III by Olympus on the market. The relevance of the topic is driven by the need for effective promotion of an innovative product in the highly competitive medical equipment market. The aim of the study is to develop a marketing strategy for introducing the visualization system Visera Elite III to the market, including a set of marketing activities and key performance indicators. During the research, the following objectives were achieved: Analyze the current state of the visualization systems market in Russia. Study the specifics of marketing medical equipment. Develop positioning and target segments for the Visera Elite III system. Formulate a set of marketing activities for promoting the product. Identify key performance indicators for the marketing strategy. Calculate the budget for implementing the marketing strategy. The practical significance of the work lies in the potential application of the developed marketing strategy by Olympus for the successful market launch of the Visera Elite III visualization system. The proposed activities and key performance indicators can be adapted for promoting other medical devices. Keywords: marketing strategy, medical equipment, visualization systems, Olympus, Visera Elite III, key performance indicators.