This major multinational supplier to the healthcare sector had grown through multiple acquisitions. As a result, one of its product portfolios in surgical disposables contained a large number of partially overlapping product lines without a clear overall positioning. Issues included:
- Sales staff hade difficulty with presentation of the value propositions, thus running the risk of being squeezed on price;
- Some volume product lines were unprofitable;
- One niche product line with clear clinical advantages was performing poorly in the market and achieving almost no volume.