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Bair Hugger Patient Warming

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Bair Hugger Patient Warming
Augustine Medical Inc. – The Bair Hugger Patient Warming System

1. What company/organization is the subject of the problem?
Augustine Medical Inc. – The Bair Hugger Patient Warming System

2. What is the problem? – Identify the strategic aspect of a marketing situation.
Augustine Medical needs to figure out how to price the two components of the Bair Hugger Patient Warming System (the heating unit and blanket) and how to place their product against competitors.

3. What is the significance of the problem to the subject?
There are many competing technologies designed to treat hypothermia of postoperative patients, most are less expensive than the Bair Hugger. Although Augustine see’s their product as superior to most alternatives
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