Market research: a case study on gastroenterology ultrasound systems in Finland

Abstract

This thesis has been conducted in collaboration with Philips Oy's ultrasound sales team. Over the years, Philips has supplied occasional ultrasound devices to the field of gastroenterology for liver elastography studies. Despite the size of this specialty, it has not emerged as a significant market for these devices. However, in 2023, Philips Oy noticed a growing interest among customers in ultrasound devices because of rising interest towards intestinal ultrasound examinations. The purpose of this thesis is to design and implement market research that will provide Philips' sales team with a comprehensive understanding of the ultrasound equipment market in the field of gastroenterology in Finland. This market analysis will enable Philips to strategically target its sales efforts and marketing towards this market.