Swot Analysis : The Company 's New President And Ceo

1408 Words Apr 9th, 2015 6 Pages
Tom Davison, the company 's new president and CEO, accepted that although the prototype had served its basic purposes--proving the concept which was technically viable that surgeons were keen to use such an instrument for cleanly invasive surgery--the prototype design was too costly for a product in an era of managed care and other initiatives aimed at controlling health care costs. Because of limited cash and external resources, the need was to enter the market quickly with a viable product. Endius outsourced product development to Product Genesis, a product design consultancy. Now, Davison’s aim was to establish a target cost to ensure that the final product will achieve the market acceptance necessary to provide required cash flow but also to build Endius 's reputation and customer base for follow-on products.

Strengths Weaknesses
Better Understanding of Customers needs

Device can be used as multipurpose: Endoscopy and Bone drafting

Easy Modification in design possible

Usage of more prototypes before final product.

Management Team

Design review available after every phase Medical devices is expensive

Timing was a big issues to manage with new hire

Staff was not involved completely in product

Pricing was competitive

R & D
Opportunities Threats
Range of Expertise

International Expansion

Innovation of new products

New technologies

Collaboration with hospital Competition

Cheaper products

Cost Factors

1. Assume that Tom…
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