Sunrise Wheelchair Case Study

Our team recommends Chandler to pose protectors revolutionary jackanapes stock wheelchair. shielder is not a player in wheelchairs with only a 2% dispense of the modular wheelchair mart and nothing else.The purpose for guardian to bring the lightweight standard wheelchair, with a annunciate market growth rate of 15% yearly, is only meant to complement withstanders existing proceeds to seek for higher(prenominal) growth in its disagreement since the make headway margins of its existing product lines are razor thin.Whats more(prenominal) important is that Guardians new lightweight standard wheelchair is positioned differently from quickies, with a manifest design and features at lower prices more towards a low-end market. Although female genitalsnibalization may still be a concern, the chances are Guardian impart able to find a quoin market for a different fundament segments differ from Quickies.There is a beg and a need for Guardian division to expand product line to grow. Guardian took almost half of the market share of crutches, walkers and other product lines. Although the rest half has been controlled by others, it can be regarded as the potential sale of us, as if we can provide a rival product with even better quality to gain that possible profit.This new wheelchair is a healthy tool to complete the product line, and screenland the demand of expanding profitability as well. Quickie, rather than worrying about cannibalized by Guardians chair, should put more efforts on building its competitive advantages to differentiate itself from its major(ip) competitor Invacare, not Guardian. Invacares wheelchair poseur has beat Quickies. Quickie is contour of an unhealthy divergence within break of days product line, which is losing competition power.Introducing Guardians chair will athletic supporter Sunrises fight against its main competitors, Everest & Jennings International and Invacare. They were competing by cutting down price since 1990.By qualification few changes of Guardians standard product, the new chair would carry a wholesale price 10% on a lower floor Invacares lightweight standard model. If Quickie continues to lose competitiveness, adding Guardians new wheelchair can be a reliever and beneficial for the whole company.