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Book/movie review
22/08/2022
Question:
Case Study:
New markets for an existing workplace safety system
Michael Lewis, was the director of Joint Action Solutions based in a regional city in Victoria. Joint Action was a company that specialised in occupational health and safety compliance in the mining industry. They were specialists in ergonomics (ergonomics is the study of how people work in their environment; office, factory, transport system and so on). Although the company was small they worked with many professionals in the occupational health and safety industry.Michael worked as part of a team with Steve Conroy who was the CEO of Safe Work Solutions based in the UK. Michael and Steve had, over many years, created a safe workplace monitoring and evaluation system based on wearable sensor technology. Steve was a specialist in ergonomics and had worked with Michael in the coal industry to minimise musculoskeletal injuries in mines in Australia.
Traditional workplace ergonomic safety evaluations involved a specialist ergonomist observing workers performing their work over a period of hours for various tasks. The ergonomists would use a checklist to record what repetitive movements could lead to injuries to workers backs, legs, hands and neck. These injuries were significant in terms of productivity and sometimes resulted in fines and legal compliance issues for companies. Engaging an ergonomics specialist was expensive and it could be more than a week to receive a diagnostic report.
Steve and Michael had founded and developed Joint Action Solutions which was revolutionary in its use of sensor technology and video capture that allowed a company to identify hazardous work practises in real time with a high degree of accuracy. What they developed was easy to use so that a company could put sensors on a worker to capture in real time all the forces and pressures that resulted from a workers actions. The system had diagnostic software that predicted the likelihood of repetitive strain injuries.
Michael called Steve for their usual Monday evening catch-up. It was 7am in the UK and 5pm in Melbourne. How are you doing Steve? The meeting began and they reviewed the work due for the week. At the end of the meeting Steve said Michael I am worried that we have a narrow client base we are well known in mining but we need to develop other markets
I agree with you Steve, quite by chance, I had a phone call from David Wilson and Felix Hui at Melbourne University. Felix sounds like a great guy, he is a mechanical engineer with a lot senior management experience. He asked me about our sensor technology and if it could be used in aged care nursing homes. It was way outside our markets in mining and transport, but I gave him our brochure and said we would talk next week.
Sounds interesting Michael, but what do we know about the aged care and nursing home market in Australia? We need to do some research I think.
Task:
Preliminary research: Visit Joint Action Solutions Website: https://jointaction.solutions/.There is not a lot of information provided. You are likely to have to make reasonable assumptions please state your assumptions clearly in the case study. Michael does not know much about Aged Care in Australia so he (and you) will need to do some research on the Aged Care industry in Australia. What are some of the key variables he will need to know?
Do an industry analysis of Joint Action operations in Australia as well as a SWOT analysis to develop a high-level strategy for their Australian operations.
Michael does not know much about the Australian nursing home market although he feels that it can be a potential market where their products can be adapted. What information does Michael need to collect? Where might this information be located?
If Michael were to commission a market research company to investigate this, what would be the deliverables of the study? Briefly explain the deliverables and how they will help Michael develop a marketing plan.
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The writer is very fast, professional and responded to the review request fast also. Thank you.
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