Case_Analysis_-_Rocky_Mountain_Medical_Corporation

Case Analysis - Rocky Mountain Medical Corporation CASE ANALISYS Rocky Mountain Medical Corporation BACKROUND Rocky Mountain Medical Corporation (RMM) is a Denver based company, which was incorporated in 1982 by Robert Morrison, M.D. In each of RMM’s first few years they turned a small profit, and reached sales of about $3.4 million in 1985. RMM Products. Currently, RMM has two lines of phototherapy products that are used to treat infant jaundice. One line of these products, Alpha-Lite™, was marketed to hospitals. This product was considered superior by RMM’s vice president of marketing, Lawrence Bennett. Another phototherapy product was targeted for the home. Baby-Lite™ was a home version of Alpha-Lite™, which weighed about 40 pounds and could be rented for about $75 a day. This was much less than a hospital bill and your baby could stay in the comfort of your own home. TenderCare™. RMM designed a disposable diaper, which seemed to have one main advantage on the rest of the competition. Just under the liner of the TenderCare™ diaper, was a wicking fabric the draws moisture from the surface around a soft, waterproof shield to an absorbent reservoir of filler. This would keep the baby’s skin dry market, rmm, product, diaper, time, diapers, disposable, tendercare™, phototherapy, two, out, new, medical, big, about, take, stay, products, procter, marketing, gamble, case, anderson, –, years, small, rocky, rmm’s, rate, promotions, problem, point, mountain, make, lines