Marketing Plan for Da Vinci Robotics: Overcoming Safety Concerns and Expanding into New Markets


Your term project for this class is a 10-page marketing plan for da Vinci Robotics that was approved in your week one
proposal. It is to follow the APA format and be of a quality level. Required Marketing Plan Headings:
Situation Analysis
-Market Summary
-Target Markets
Marketing Demographics
-Behavioral factors
Market Needs
Market Trends
Market Growth
SWOT Analysis
Competitors Analysis
Market Strategy
-Marketing objectives
-Financial objectives
-Positioning strategy
Marketing tactics
-Break-Even Analysis
Brief Review 
Da Vinci Robotics’ success in minimally
invasive surgery supersedes its associated risks and affordability in smaller
hospitals with discrimination bias. According to Compton & Connolly (2023),
Da Vinci robotics has performed more than 1.75 million procedures in the United
States alone, with significant safety violations. These safety violations cost
the organization a considerable loss within a swift 18-month period with nearly
a 50% drop in stock price (Kirk, 2012).
For this organization to strive and take advantage of technological advancement
opportunities for the future, a new plan is needed to regain customers’ trust.
In 2018, the FDA identified more than 20,000 adverse events related to the Da
Vinci surgical procedures (Siegel et al..).
The technology sector is constantly
changing, and new trends such as the Internet Of Things (IoT), AI, and
sustainability are reshaping consumer demands. In this case, the consumer is
the healthcare sector, which consists of medical centers, hospitals, and
clinics. The new offering proposed in this paper is to review discriminatory
bias based on pricing and recommend a complete review of its manufacturing
process, with the implementation of new technologies to make the products
affordable to smaller hospitals in other underdeveloped countries. Considering
such recommendations would allow Intuitive Surgical to take on a similar path
as Honda’s flexible plants in producing multiple units at an affordable price
to intended markets.  Strategy
Da Vinci Robotic is a pioneer product of
Intuitive Surgical, and research has shown that the benefits of the products
far outweigh the safety violations the organization has received over the years
due to many factors.  To reduce most of
these safety violations, the organization should include mandatory training for
all its targeted markets, including Doctors, Residents, and Healthcare centers
or Hospitals. For consideration for this research, most of the information will
derived from the Intuitive Surgical website, the FDA, medical journals, and
other publications. 
-Sales Forecast
-Marketing Budget



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