Marketing Audit - Agilent Technologies
Marketing Audit of Agilent Technologies, Inc.’s Microarray Business
Organizational Overview – Agilent Technologies
Agilent Technologies is a global organization focused on being the premier supplier of test and measurements solutions. The company is largely composed of two main divisions – Electronic Measurement Solutions and Bio-Analytical Measurement Solutions – supported by Agilent Labs, the primary internal innovation driver (Fig. 1). This marketing audit will focus primarily on the DNA microarray business, which is nested within the Life Sciences section of the Bio-Analytical Measurement Solutions division. As described by Agilent, a microarray is “a glass slide holding thousands of bits of genetic material used to analyze the processes of life. The category also includes scanning instruments for reading microarrays, chemical reagents, data analysis software and instruments for checking the quality of genetic material used in this type of analysis.“ I......
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Approximate Word Count: 1855
Approximate Pages: 8 (250 words per double-spaced page)
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