Intro to Marketing Assignment

Technecom is a mid-sized multi-national company based in Chicago that develops and manufactures innovative technologies and life science tools. The company has recently developed the desktop DNA lab Hera. It can take a full day to amplify DNA, the technical term for making millions of copies of one strain so it can be compared with many others. Hera cuts that process to just three hours, freeing scientists to concentrate on actual analysis - a shift that makes it easier to match bone-marrow donors, find cures for genetic diseases and more. The key is Technecoms proprietary microchip, which can amplify samples that are 1,000 times smaller than a drop of water. And the sleek design aesthetic doesnt hurt either. Hera was named by Popular Science as one of the best inventions of the year. Hera is about to be released on the market, and Technecom have employed you as a marketing consultant to assist with the commercialisation strategy in Australia.

Discuss the marketing strategy you suggest should be used to commercialise Hera in Australia. In your answer consider the most appropriate target market(s) for Hera, how you would price the product, promote and distribute it in Australia.