Terumo (A)

Terumo faces two challenges: how to sell their products Japan catheter in the United States and its new “Solution Pack” in their home market. The case provides rich detail on the company’s evolution from a manufacturer of thermometers to a seller of commodity products such as syringes into a diversified company offers a range of advanced products catheter and graphics, for example, in addition to commodity products. It describes how the company’s sales strategy, including changes in the structure and compensation-changed … Read more »

Terumo faces two challenges: how to sell their products Japan catheter in the United States and its new “Solution Pack” in their home market. The case provides rich detail on the company’s evolution from a manufacturer of thermometers to a seller of commodity products such as syringes into a diversified company offers a range of advanced products catheter and graphics, for example, in addition to commodity products. It describes how to develop compensation changed the company’s marketing strategy, including changes in structure and how its entire product line. The case also provides an interesting contrast to students the field, in terms of how this Japanese model differs in the way, for example, compensated and the company views salesman.
To maximize their effectiveness, color cases should be printed in color.
«Hide

from
David B. Godes,
Masako Egawa,
Mayuka Yamazaki
Source: Harvard Business School
33 pages.
Release Date: 11 February 2008. Prod #: 508068-PDF-ENG
Terumo (A) HBR case solution