Marketing Service Design fora Posture Assistive Device Manufacturer

A-DEWS 2015: Design Engineering in the Context of Asia, Asian Design Engineering workshop, 29th - 30th October 2015, The Hong Kong Polytechnic University

Year: 2015
Author: Eun Rae, Ro; Jucy, Moon; Yong Se, Kim
Institution: Sungkyunkwan UniversityService Design InstitutesSuwon, Korea
Section: Design for Business
Page(s): 106-109

Abstract

As industry trends sift from product to service, many firms with traditional manufacturing basis are in need of transforming their industrial core competencies into service. Currently in Korean domestic market, ten companies are in business of posture assistive device for the physically challenged and each take up almost equal pie. For a company to distinguish itself from others, while product qualities leveling off in the industry, it requires manufacturing servitization. To understand business and customers of the assistive device manufacturers, life-cycle steps of using assistive device was analyzed. Among the use steps, several critical gaps were discovered where noticeable customer losses occur. Serious problems were identified such as lack of awareness on government help and lack of systematic guide in decision making on which device to purchase. Approximately five times more customers could be introduced to the company with appropriate marketing service. With these marketing services, the customers would experience substantially and emotionally supported purchase and use through whole life cycle steps and the company could recap its potential revenue.

Keywords: Marketing Service Design, PSS, Posture Assistive Device