As is known to all, most successful medical equipment manufacturing companies like GE Healthcare satisfy customers' need as possible as they can and they are still on the way to improve their supply chains to attract more customers and make themselves more competitive. From this, we can see that customer value which can be defined as "the customer's overall assessment of the utility of a product based on perceptions of what is received and what is given" (Zeithaml, 1988, p. 14) plays a very important role in supply chain. In order to analyze the role of customer value and how this puts pressure on the supply chain, this paper will use GE Healthcare as an instance to specifically illustrate the market segment it targets, the nature of customer value, its market qualifiers and order winners and current pressures on the supply chain.
GE Healthcare whose general headquarters in the United Kingdom is a $17 billion unit of General Electric Company. GE Healthcare with about 46,000 employees is committed to serving healthcare professionals and its patients in more than 100 countries and it is always looking for innovations to cut down costs, increase access and enhance quality around the world. (GE Healthcare, 2012)
GE Healthcare's market target is roughly divided into two parts, namely medical products and service. This paper will mainly focus on its product market. GE Healthcare produces a wide range of products which can be specifically set off four primary parts. These are Diagnostic & Clinical Equipment, Information Technology, Life Sciences and Medical Diagnostics. Furthermore, each primary product is divided into several different kinds of functional products. For instance, Diagnostic & Clinical includes diagnostic imaging, clinical products and home health. The diagram below shows the other three primary parts of its product market. (Dineen, 2010)
Figure 1: GE Healthcare product market segment (Dineen, 2010) Diagnostic &...
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