Document Type


Publication Date

Spring 2019


Antonie Jetter

Course Title

Technology Marketing

Course Number

ETM 555


Biomimicry, Health promotion -- Technological innovations, Wearable technology -- Therapeutic use, Robotics -- Applications to medical rehabilitation


This is a research about the marketing plan for exoskeleton wearable devices. The objective is to provide a meaningful Customer Value Proposition to the prospective customers.The Samsung company SWOT analysis is the basis for a marketing strategy. The exoskeleton features and market definition is included in the analysis. A competitor analysis of homogeneus exoskeletons providers is included to review the current market. An exhaustive customer analysis was performed to identify the customer needs as the input for the marketing plan development. The potential market was identified to learn about the exoskeleton market share opportunity. The exoskeleton global market is analyzed to learn about the growth opportunity for exoskeletons. We include a definition of the marketing strategy supporting Samsung’ goals under a robust communication strategy.


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