Mindray Bio-Medical (C): Marketing Strategy in the Ultrasound Imaging System Business

As extremely important medical imaging equipment, ultrasonic imaging systems were widely used in modern medical institutions. However, domestic enterprises in the ultrasonic imaging business were faced with challenges, like low-end products and the presence of large international competitors. Under this background, Chinese enterprise Mindray Biological Medical Electronics was assessing the future development of the company’s ultrasonic imaging business. In 2007, chairman Xu Hang needed to consider some crucial issues pertaining to the development of ultrasound imaging. Case (A) focuses on the entry strategy decision for the ultrasonic imaging market; case (B) focuses on Mindray’s research strategy path in the ultrasonic imaging market; and case (C) describes the marketing strategy decision-making process and challenges of the ultrasonic imaging business.