Nikon Wireless Endoscopic Camera Sales Proposal for Ottawa Hospitals

This sales proposal outlines Nikon's strategy for introducing its wireless endoscopic camera to Ottawa hospitals. It includes a situation analysis highlighting customer needs for high-definition, easily installed, and versatile endoscopic solutions. The proposal details the product's specifications, such as its dimensions, resolution, and compatibility, emphasizing its utility in various medical imaging applications. Supporting services like a one-year warranty, a money-back guarantee, and free training for doctors are offered. Pricing and financing terms are also specified, including discounts and refund policies. Promotional activities involve advertising across various media and potential co-branding with Sony. An implementation plan, including a proposed schedule for testing and evaluation, is provided. The proposal concludes by emphasizing the benefits of the camera for both doctors and patients, aiming to improve diagnostic capabilities and patient care in Ottawa hospitals. A questionnaire was given to 500 patients within Ottawa hospitals to find out the behaviors of the patients on the use of wireless endoscopic cameras for the endoscopy process.

SALES PROPOSAL
Student’s Name:
Student’s ID:

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Executive Summary
The sales proposal will present the situation analysis of customer, a product or service solution,
supporting services, pricing and financing and promotion activities by Nikon regarding its
wireless endoscopic camera. The Nikon wireless endoscopic camera can be used in Ottawa
hospitals for endoscopic processes. The wireless endoscopic camera can help the doctors of the
hospital to check the patients. The hospital can receive benefit from the sale proposal as it will
help the doctors of the Ottawa hospitals to know the latest and innovative features of the wireless
endoscopic camera and can use them for monitoring the patients. Nikon will use a questionnaire
to understand the behaviors of the patients on the usage of the wireless endoscopic camera.
Table of Contents

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Introduction...............................................................................................................................................3
Situation Analysis of Customer................................................................................................................3
Product of Service Solution.......................................................................................................................3
Supporting Services...................................................................................................................................5
Pricing and Financing...............................................................................................................................5
Promotion...................................................................................................................................................6
Implementation and Timetable................................................................................................................6
Conclusion..................................................................................................................................................8
References..................................................................................................................................................9

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Introduction
The report will discuss about sales proposal of wireless endoscopic camera by Nikon in Ottawa
hospitals. It will also evaluate situational analysis of the customer. It will also provide solution
which will fit in the business goals of the customer. The supporting services, pricing, financing
and the promotional activities for selling wireless endoscopic camera will also be analyzed.
Moreover, it will provide implementation plan for wireless endoscopic camera in Ottawa
hospitals.
Situation Analysis of Customer
The buyers want the best wireless endoscopic camera mainly for works related to inspection.
They want to capture high definition shots of unknown locations where usually human's eyes
encounters difficulties in capturing images ((Chisnariandini, Aji, Mariyam, Fuadi & La Elo,
2018). The buyers want to carry out their inspection work without any hindrances. The camera is
wireless and compatible with many attachments such as hooks to hold the things in difficult
locations. They also need that type of endoscopic camera which are easy to install without any
additional cable or adaptor and easily connects with WIFI (Dey, Ashour, Shi & Sherratt, 2017).
The wireless endoscopic camera works in the dark and in low light as well as improves the
brightness of the image. Besides this, the 2 megapixels endoscope cameras provide a great
experience of recording HD videos in AVI format and images in JPG format with three
resolutions 320×240, 640×480, 1280 x 720 (Faerber et al., 2018). This type of camera could be
utilized everywhere like under the water (2m-35 m) gaps, holes and in tough areas. The people
in the fast-moving world does not have sufficient time for a health checkup. So with the help of a
wireless endoscopic camera, the hospital can provide some relief to the patients (Geng &
Pahlavan, 2015).
Product of Service Solution
Nikon is planning to sell its wireless endoscopic camera will in Ottawa hospitals. In the hospital,
the wireless endoscopic camera is a miniature medical device which can help the doctors of the
hospital to check the patients. The device goes through the digestive tract for collecting images
or physical data (Gu, Jiang, Xie, Li & Wang, 2016). It then transmits the images or data to an
external device such as EKG leads or Sensor Belt which might be attached to the abdomen of the

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patients or to an adjacent computer for displaying the images. The whole process can help the
doctors to monitor the health of the patients (Kanaan & Suveren, 2016).
At present, the wireless endoscopic camera has a dimension of about 15 × 30 mm. The camera
can record and transfer the images for almost ten-hour journey through the gastrointestinal (GI)
tract (Khan, Ye, Aisha, Swar & Pahlavan, 2018). It is a high-resolution camera which can
generate a vast amount of data and deliver through a high capacity wireless connection. The
camera can allow the next generation wireless endoscopic devices to actively move within the GI
tract of patient’s body and suggest new therapeutic solutions to the doctors (Sharma, Bhadu, Soni
& Varma, 2019) so that the doctors can treat the patients in a better way. The camera is
disposable and passes out the GI tract.
Specifications of the Item:
Brand Name: Nikon
Dimension: 15 × 30 mm
Weight: 600 g
Resolutions: 320×240, 640×480, 1280 x 720
Image Format: JPG
Video Format: AVI
Operating Systems: Windows 7, 8 and 10 and Mac OS 10.4 and higher
Usages: Urologic and Gynecologic Imaging
Ear, Nose, Throat Diagnosis
Rectal, Arthroscopic and Dental Imaging
Other areas where the endoscopic camera can be used
Warranty: 1 year

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Supporting Services
Nikon has offered one year warranty for replacing the wireless endoscopic camera and 100 days
money back guarantee to make sure that the customer is 100% satisfied (Vermeeren, Tanghe,
Thielens, Martens & Joseph, 2016). If the customer faces any issues with the wireless
endoscopic camera, the customer can immediately contract Nikon, and the company will fix the
concerned issues within 24 hours.
The training was provided to 15 doctors regarding the use of the Nikon wireless endoscopic
camera as it is a newly launched product and the doctors were not aware of the innovative
features of the camera (Wang, Xie, Li, Yin & Wang, 2015). There were two trainers from
Nikon, and the cost for training the doctors was absolutely free.
The transportation charges of the cameras were $20 including the shipping and loading costs.
Total 4 Nikon wireless endoscopic cameras were sold to the Ottawa hospitals at $800. Nikon has
offered one year warranty for replacement and 100 days money back. These cameras can be
accessed in any gaps, holes and difficult to observe and reach areas of the human body that is the
patient’s body (Yuan, Li & Meng, 2016).
Pricing and Financing
The selling price of the 4 Nikon wireless endoscopic cameras is $900.
The authority of Ottawa hospitals has suggested to buy the 4 Nikon wireless endoscopic cameras at
$700
Nikon has given a discount of $100 from the actual selling price and sold the 4 Nikon wireless
endoscopic cameras at $800.
The financial terms of the wireless endoscopic cameras are that the products have to reach the
warehouse within 30days after buying the products. The hospital authority has to return the
products in original condition so that Nikon can provide a full refund of the wireless endoscopic
cameras. The company will issue 80% of the refund if the product has been used or due to late
return.

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Promotion
The promotional activities of Nikon consist of advertisement of its wireless endoscopic camera
in newspapers, radios, TVs, magazines, social networking sites and through online promotion
outdoor banners and posters.
Nikon can promote its wireless endoscopic cameras jointly with Sony for its co-branding its
products. The two brands can build an alliance to promote and work together. It will help both
the companies to promote and increase their sales in different locations and markets. It will be
beneficial for Nikon to sell its wireless endoscopic cameras to Ottawa hospitals.
The public relations activities by Nikon can impact the decisions of Ottawa hospitals on buying
the wireless endoscopic cameras. To find out the behaviors of the patients on the use of wireless
endoscopic cameras for the endoscopy process, a questionnaire was given to 500 patients within
Ottawa hospitals. Most of the respondents stated that the use of wireless endoscopic cameras for
the endoscopy process as public relations activities supports the reputation of the hospital within
the public (Yuan, Li & Meng, 2016). The health care managers of the Ottawa hospitals can
utilize these outcomes to understand the behaviors of the patients related to the use of wireless
endoscopic cameras for the endoscopy process and to improve the public relations activities.
Nikon can opt for co-op advertising with Sony to promote through radio, print media, TV or
digital media. It can make a partnership with Sony to sell its wireless endoscopic cameras and
runs advertisements with wireless endoscopic cameras in it. Nikon will then pay Sony for the
promotional activities of the wireless endoscopic cameras.
Implementation and Timetable
Nikon has the opportunity to follow the survey and interview methods for understanding the
behavior of the patients on the use of the wireless endoscopic camera. But the company has
opted for the process of the questionnaire. It is due to the fact that a large number of patients in
an Ottawa hospital could be reached quickly. It was a standard questionnaire which was made
to observe the behavior of the patients regarding the use of a wireless endoscopic camera.

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Proposed Schedule
The following table is the proposed schedule:
ID Activity Duration Starting Date
and Time
Ending Date and
Time
1 Urologic and Gynecologic
Imaging
10 hours 4th Feb, 10 am 4th Feb, 8 pm
2 Ear, Nose and Throat Diagnosis 5 hours 5th Feb, 10 am 5th Feb, 3 pm
3 Rectal Imaging 6 hours 6th Feb, 10 am 6th Feb, 4 pm
4 Arthroscopic Imaging 9 hours 7th Feb, 10 am 7th Feb, 7 pm
5 Dental Imaging 4 hours 8th Feb, 10 am 8th Feb, 2 pm
The testing phases of Nikon wireless endoscopic camera on the patients have started at 10 am on
4th February which has continued up to 8 pm on 8th February on five patients to ensure the
successful implementation of the sales proposal. The evaluation method has been utilized to
evaluate the number of patients monitored by the wireless endoscopic camera. The first patient
has come for urologic and gynecologic imaging on 4th Feb, and the process started at 10 am. It
took 10 hours for the whole process, and the patient was released at 8 pm. The device goes
through the digestive tract for collecting images or physical data. It then transmits the images or
data to an external device which was attached to the abdomen of the patients or to an adjacent
computer for displaying the images. The whole process can help the doctors to monitor the
health of the patients. The second patient has come for ear, nose and throat diagnosis on 5th Feb
and the process started at 10 am. It took 5 hours for the whole process, and the patient was
released at 3 pm. The third patient has come for rectal imaging on 6th Feb, and the process started
at 10 am. It took 6 hours for the whole process, and the patient was released at 4 pm. The fourth
patient has come for arthroscopic imaging on 7th Feb, and the process started at 10 am. It took 9
hours for the whole process, and the patient was released at 7 pm. The fifth and the last patient
has come for dental imaging on 8th Feb, and the process started at 10 am. It took 4 hours for the
whole process, and the patient was released at 2 pm.

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Conclusion
The report had discussed about the sales proposal of wireless endoscopic camera by Nikon in
Ottawa hospitals. It had analyzed the needs and wants of the customer. It had proposed solution
according to the business goals of the customer. Moreover, it had evaluated the supporting
services, pricing, financing and the promotional activities by Nikon for its wireless endoscopic
camera. The implementation plan and proposed schedule for selling the Nikon wireless
endoscopic camera in Ottawa hospitals has also been provided.

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References
Chisnariandini, N., Aji, A. P., Mariyam, P. D., Fuadi, J., & La Elo, Y. (2018, September).
Measurement on Real-Time Diagnostic of Gastric Tumor Model Using Wireless
Endoscopy System. In 2018 5th International Conference on Information Technology,
Computer, and Electrical Engineering (ICITACEE) (pp. 105-108). IEEE.
Dey, N., Ashour, A. S., Shi, F., & Sherratt, R. S. (2017). Wireless Capsule Gastrointestinal
Endoscopy: Direction-of-Arrival Estimation Based Localization Survey. IEEE reviews in
biomedical engineering, 10, 2-11.
Faerber, J., Cummins, G., Pavuluri, S. K., Record, P., Rodriguez, A. R. A., Lay, H. S., ... &
Clutton, R. E. (2018). In vivo characterisation of a wireless telemetry module for a
capsule endoscopy system utilizing a conformal antenna. IEEE transactions on
biomedical circuits and systems, 12(1), 95-105.
Geng, Y., & Pahlavan, K. (2015, March). On the accuracy of rf and image processing based
hybrid localization for wireless capsule endoscopy. In Wireless Communications and
Networking Conference (WCNC), 2015 IEEE (pp. 452-457). IEEE.
Gu, Y., Jiang, H., Xie, X., Li, G., & Wang, Z. (2016, October). An image compression algorithm
for wireless endoscopy and its ASIC implementation. In Biomedical Circuits and Systems
Conference (BioCAS), 2016 IEEE (pp. 103-106). IEEE.
Kanaan, M., & Suveren, M. (2016, May). Ranging for in-body localization of ultra-wideband
wireless endoscopy capsules using neural networks. In Signal Processing and
Communication Application Conference (SIU), 2016 24th (pp. 717-720). IEEE.
Khan, U., Ye, Y., Aisha, A. U., Swar, P., & Pahlavan, K. (2018). The precision of EM
Simulation Based Wireless Location Estimation in Multi-Sensor Capsule Endoscopy.
IEEE Journal of translational engineering in health and medicine, 6, 1-11.
Sharma, R., Bhadu, R., Soni, S. K., & Varma, N. (2019). Reduction of Redundant Frames in
Active Wireless Capsule Endoscopy. In Proceeding of the Second International
Conference on Microelectronics, Computing & Communication Systems (MCCS
2017) (pp. 1-7). Springer, Singapore.

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Vermeeren, G., Tanghe, E., Thielens, A., Martens, L., & Joseph, W. (2016, August). In-to-out
body path loss for wireless radio frequency capsule endoscopy in a human body.
In Engineering in Medicine and Biology Society (EMBC), 2016 IEEE 38th Annual
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Yuan, Y., Li, B., & Meng, M. Q. H. (2016). Bleeding frame and region detection in the wireless
capsule endoscopy video. IEEE Journal of biomedical and health informatics, 20(2),
624-630.
Yuan, Y., Li, B., & Meng, M. Q. H. (2016). Improved bag of feature for automatic polyp
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