Managing Technology Synthes Inc

Introduction Synthes Inc is a Switzerland-based company that specializes in manufacture of innovative equipment, instruments and implants used for surgical treatment of bone disease and trauma (Synthes, 2010).Advertising We will write a custom essay sample on Managing Technology: Synthes Inc specifically for you for only $16.05 $11/page Learn More The company has established itself as a market leader and innovating company that specializes in the production and marketing of products for surgical fixation, correction, and regeneration of skeleton and related soft tissues (Synthes, 2010). The company has a partnership dealing with AO Foundation, where the two organizations collaborate in product development and manufacture. The bedrock upon which success of Synthes Inc rests is innovation and adoption of appropriate technology in product development. Some of the competitors of the company include DePuy Company, Stryker Company and Zimmer Holdings, which al so boost vast market niche (Synthes, 2010). Should Synthes develop â€Å"bio-resorbable internal fixation devices? Synthes Inc has undoubtedly grown into a vast company that manufactures and distributes internal fixation devices. Currently, Synthes Inc has a market share of about 50% and remains a leader in many regions of America and Northern America (Synthes, 2010). The decision to venture into manufacture of bio-resorbable internal fixation is a risky undertaking that everybody wants to be cautious and strategic in decision making. The presence of potential market is overshadowed by fear, uncertainty, and hold-back attitude. But can Synthes Inc embrace this risk? The market for bio-resorbable products in America and Europe is promising. In 2000, it is estimated that there were six million fractures in the United States, whereby, 80% constituted adults while 20% constituted children (Gourville, 2002). At the same time, the potential of the market is exhibited in the growing numbe r of key players’ making investment opportunities in the market. For example, there are three categories of players who have established their presence in the market: heavy weights such Johnson Johnson; the specialist such as the Bionx and Macropore; and the potentials such as Smith and Nephew (Gourville, 2002). One aspect that guides these investors involves existence of potential and market prospects in the market.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More At the same time, Synthes Inc has developed some core critical aspects that can aid the company into success, if it was to adopt manufacture and market of bio-resorbable. The company has established a close working relationship with surgeons and other specialists, which makes it possible to tailor-make bio-resorbable equipment that meets the desire of surgeons more appropriate. In the past, surgeons have pointed to the lac k of function of bio-resorbable devices, since did not meet requirements and needs of practitioners. Close work relationship and interaction with practitioners is likely to enable the company to capture the needs of customers than other competitors, and as such, have the ability to excel faster than competitors. Another strength that the company possesses, which in turn makes it necessary to venture into bio-resorbable market, has to do with presence of high skilled and dedicated research and development team. RD remains the bastion upon which innovation of market-moving products rests. RD team possesses the ability to develop products that have ability to meet customer needs in the most appropriate ways. Given its past experience, Synthes Inc has put in place one of the excellent RD teams and can utilize the expertise of the team to venture in the development of bio-resorbable (Gourville, 2002). Moreover, market experience in the use of bio-resorbable devices as evidenced through r esearch appears promising, and exhibits potential for growth. Many surgeons and practitioners express the ability to use or have used bio-resorbable devices in the past and would in future have the desire to use it (Gourville, 2002). The major areas the company can pay attention to in order to make this market experience increase positively include the key features that surgeons have proposed on the bio-resorbable devices. Synthes Inc. on the other hand possess experience in the manufacture of generation-two bio-resorbable devices, and this very aspect gives the company an upper hand as compared to competitors who have had to start from scratch hence increased costs.Advertising We will write a custom essay sample on Managing Technology: Synthes Inc specifically for you for only $16.05 $11/page Learn More The established ties of cooperation and collaboration between Synthes Inc. and AO Foundation provides Synthes with opportunity to utilize AO Foundation market acumen experiences in education, product development, research and development, and sales force to penetrate the market (Gourville, 2002). AO Foundation is a great asset to Synthes Inc., and this is an opportunity the company can utilize to exert an upper hand as compared to competitors. What are the tradeoffs between the 4 options? The first option Synthesis is to totally ignore the proposal to venture into the bio-resorbable market. This option may well sound cute, especially in terms of preserving resources on technologies that remain uncertain. The company may not realize loss in case the technology flops, and it would have acted wisely if the market acceptance for the technology was not appropriate. But given that the future is unpredictable, Synthes Inc finds itself in dilemma. By totally disregarding the technology, Synthes will be giving its competitors an upper edge in the competition front, as the market become dynamic and saturated. Future prospects exist in the m arket and it might just be a matter of time before new future grounds for competition shift to this technology. Therefore, Synthes cannot afford to ignore the opportunity to venture in this market. Second option involves Synthes Inc adopting wait and see strategy, and let its competitors taste waters first. At the same time, adopting this strategy, Synthes will be able to save on costs pertaining to education and market advertisement and it will only venture when market already exists. The strategy may be appropriate if the company has a clear picture of competitors’ future strategic marketing and advertisement roadmap. The competitors may taste waters first, and in the process, create a market niche that Synthes may find it difficult to unblock in future. In most cases, initial steps that sometimes include education and practical demonstrations usually endeavor a lot to customers and create long-lasting impression that subsequent latecomer competitors find hard to snatch awa y.Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The third strategy for the company constitutes developing and marketing a line of bio-resorbable products using current available polymers. Through this, the company has the opportunity to develop a line of plates and screws designed specifically for fractures before gradually venturing into concrete market of bio-resorbable products. Again, this strategy may be appropriate but its applicability and final maturation may take a long term, thereby giving competitors time and opportunity to progress. Further, resources in the long-run may be more as to when compared if the company was to venture directly into the technology. The last strategy for Synthes involves turning efforts to more research and development of generation-3 bio-resorbable products. The strategy may be the most appropriate for the company given its established RD team. At the same time, the company has for a long time succeeded in innovating products that satisfy market needs in the most appropriate way. Further, hav ing close associations with AO Foundation, Synthes research and development capabilities are likely to results into innovation of bio-resorbable products that for a long time may remain market leaders. Therefore, it is prudent for Synthes to adopt this strategy. Synthes Inc influence on the development of bio-resorbable product market Technology innovation is one area that market leaders exert their market dominance and subsequently influence the market (Gourville, 2002). Synthes Inc. has a large market presence estimated at 50% as compared to competitors. The company possesses some core values and elements that competitors lack. At the same time, Synthes has an insightful research as to how market operates and behaves given its close presence and associations with key players in the market. In other words, Synthes Inc. interact with opinion leaders in the market. The company has a combination of expertise, technology, resources and human capability, all of which endeavor the compan y to the market in the most powerful way than competitors. Therefore, the presence of Synthes in the market, its subsequent activities in the market, its behavior with regard to technology adoption and later distribution of products for consumption are all likely to influence the market and also determine growth of the market, although relative powers of other competitors cannot be ignored. How might Synthes introduce resorbable? Introduction of resorbable products in the market may be achieved through adoption of new-product development cycle concepts and strategies (Verburg, Ort and Dicke, 2006). There must be prior research to establish needs, competitors, market share, consumer behavior over the product, costs and all information pertaining to the product. The company should further adopt product penetration strategies that include price cut, heavy promotion, multiple-unit packaging and enhancement of distribution locations (Pangs, 2004). At the same time, piloting pre-launch of products should be carried out to test the acceptability of the product and subsequently introduce necessary changes and improvement (Mohr, Sengupta and Slater, 2009). Moreover, identification of target market should be the prior strategy, and this should be followed by efforts to carry out heavy product advertisement, role demonstration, education and learning strategies about the product and brand creation and promotion (Pangs, 2004). Conclusion Synthes Inc understands that excellence in the market, especially with increasing competition rests on the ability to remain innovative, technologically alert and market focused. Research and development therefore remains the key area the organization should earnestly put more emphasis into. Market needs should constantly be transformed into appropriate and technological-adaptive products that have ability to endeavor to the market. In this case, it is advisable for the company to venture into bio-resorbable products market that presents future growth. To win the market, the company has to incorporate education, promotion, and demonstration strategies, while remaining focused on improvement of product features. Reference List Gourville, J. Y., 2002. Synthes. Harvard College Publication. [Attached notes]. Mohr, J. J., Sengupta, S. Slater, S. F., 2009. Marketing of high-technology products and innovations. NJ: Pearson Education. Pangs, P. N., 2004. Essentials of manufacturing engineering management. NE: iUniverse. Synthes. 2011. Dedicated to health. Web. Web. Verburg, R. M., Ortt, J. R. Dicke, W. M., 2006. Managing technology and innovation. NY: Routledge. 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Essay on BrandingEssay Writing Service

Essay on BrandingEssay Writing Service Essay on Branding Essay on BrandingThe contemporary business environment stimulate companies to conduct more aggressive business strategies oriented on the creation of the attractive brand, while branding has become a part of the marketing strategy of many companies. In actuality, companies cannot ignore their branding policy, if they want to maintain a successful competitive position because customers often view brand as the determinant factor that influences their decisions. As a result, the brand popularity can determine the overall success of the company in the market. At this point, it is possible to refer to the case of Natural Kitchen, the company operating in restaurant and food industry. At the moment, the company considers the possibility of the accelerated brand development to enhance its competitive position and attract new customers. The shift toward the intensive implementation of the new branding strategy has become the result of tightening competition in the industry and increased dema nds from the part of customers, who look for reputable and reliable brands. In such a situation, the creation of the popular and attractive brand by Natural Kitchen can put the company in an advantageous position compared to its rivals. This is why Natural Kitchen should focus on the further development of its branding strategy and create a popular and attractive brand to maintain its competitive position through the attraction of customers and developing their loyalty to the brand.Background and industry contextNatural Kitchen is the company operating in the food and restaurant industry. Natural Kitchen has the main shop in Marylebone High Street, with a further two in Holborn Tower Hill. In addition, the company has its cafà © and restaurant business. The company focuses on the development of its food â€Å"to go† or â€Å"eat in† which offer a large selection of seasonal salads, quiches, soups, sandwiches, cakes and sweets, etc. These are complemented by freshly m ade juices, smoothies, milkshakes, teas coffees. The company also offers catering which provides full catering and events services as well as personal catering. Moreover, the company has its own chef and butchers which sell a wide range of high quality free range organic meats.In such a way, the company focuses on the diversification of its products offering a variety of food products that are attractive for customers. The current situation in the market is quite challenging for the business development of Natural Kitchen but still the company has good opportunities for the further business development on the condition of keeping customers interested in the brand of the company and its products (Mohrman, 2008). Today, customers are interested in healthy food products and Natural Kitchen can offer them such products. However, supplying healthy products means that they have to be seasonal wherever possible. Moreover, they should be organic that means that they should be supplied by farmers, who implement the organic farming which does not admit the use of chemicals and other elements which may be dangerous for the environment or human health. Instead, they use natural elements only that makes their products organic and, therefore, healthy, safe, and environment friendly.Another trend in the food industry is the free range of products. The elimination of fiscal barriers stimulates the fast development of free trade internationally. As a result, new products enter the UK food market and customers have virtually no limits on purchasing any product which they want and can buy in the food market today. At the same time, the quality of food products becomes prior to their quantity because customers grow more and more concerned about their health that means that the food they eat should be healthy too. In such a situation, the food industry faces back to basics trends, when the industry returns back towards simpler food. Alternatively, some companies introduce  "new† superfoods which are supposed to be safe and healthy.CompetitorsAt the moment, the competition in the food industry of the UK grows tighter because customers grow more and more concerned about their health, while food is crucial for the health of customers. As a result, they prefer healthy food to conventional food supplied by the industrial farming and companies selling those products. In such a situation, Natural Kitchen and its rivals take a very prospective and attractive niche in the food market. To meet the growing demand, many companies enter the healthy food market that tightens the competition in the industry. In actuality, Daylesford Organic is one of the major rivals of Natural Kitchen. The company operates successfully and holds a strong position in the UK market being of the major powers that threaten to the position of Natural Kitchen as the leader of the organic, healthy food industry. At the same time, other healthy take-away places also create a strong r ivalry which Natural Kitchen has to deal with to maintain its successful marketing performance.Rationale for the brand’s evolutionIn the time of the tightening competition and new business opportunities, the company has to develop its brand and implement its aggressive, new branding policy to realize its full potential and take a stronger position in the highly competitive market. In such a situation, the brand evolution is essential to maintain the successful business development of Natural Kitchen. Otherwise, the company will steadily lose its position in the market and eventually the company may become unable to compete successfully, if it fails to enhance its brand over and over again.At the moment the company faces a number of threats, among which the emergence of many healthy alternatives is one of the main challenges to the current position of Natural Kitchen that requires the evolution of its brand and enhancement of its position in the market. In addition, the compan y faces internal problems. For instance, the Cafà © Restaurant is very noisy from the â€Å"kitchen†. Therefore, customers feel uncomfortable because the noise from the kitchen interferes into the communication and makes them feel tired soon, when they enter the Cafà © Restaurant. Furthermore, the Cafà © Restaurant should be at the same floor to create a better atmosphere. The creation of a warm, family-like atmosphere can help the company to attract more customers and develop the customer loyalty, if the company creates the image of the cafà © restaurant that is oriented on families. Therefore, children will develop the tradition of attending the cafà © and restaurant and may continue attending it in their adult life. Another problem the company faces at the moment is no hot food to takeaway. In such a way, customers, who may be willing to buy hot food to takeaway, may feel disappointed because the company cannot offer such products at the moment. In fact, the compa ny has to stand out and differentiate its products and services from those of rivals and branding can help the company to create the new public image of the company that may attract more customers.In actuality, the company has a number of opportunities, which the new brand strategy can help to implement and give the company a strategic competitive advantage. At the moment, the company can expand in the UK nationwide to become one of the leaders in the industry. In a long-run perspective, the company can expand to other countries and operate internationally. In this regard, the popularity of healthy food grows stronger and the company can take advantage and expand its business internationally. In addition, the company can complete the transition from sell groceries to luxury supermarket, take a new niche of the market and entering the premium segment of the market. The company can develop the daily meal delivery to attract more customers and increase the customer satisfaction. Howeve r, to conduct the branding evolution more successfully, the company should develop more advertisement and use advertisement to promote the new brand. The advertisement will attract more customers and help the company to enhance its position in the market. Moreover, the advertisement will help Natural Kitchen to create a recognizable brand.Essay on Branding part 2

Pestle analysis for hybrid cars in US Coursework

Pestle analysis for hybrid cars in US - Coursework Example Politicians, in as early as 1990, have put emphasis on better environment; and thy showed concern for environmental pollution. The Clean Air Act was revised in 1990 and became tougher on emission norms (Wilson and Dilulio, 2008 p.561). Today, fuel is not only related to environmental issues, but also a concern for national security. In 2007 president Bush showed concern on America’s dependence on foreign petroleum. The present president, President Obama too is concerned. He wants to reduce the America’s ‘Addiction to foreign oil’. In 2009 Obama revised climatic policies and forced car makers to build more fuel efficient and pollution free cars (Tan et al, 2012, p.3). Presently the government provides tax benefits to the buyers of hybrid cars (Boone and Kurtz, 2013, p 75). From the above facts it is clear that political opinions and activities in the USA are very favourable for Hybrid cars. Tougher policy on vehicle emission means increased opportunities for zero or minimum emitting vehicles like hybrid cars. Economic Factors: There are some economic factors that can influence the hybrid car industry in the USA. America is largely dependent upon other countries for petroleum. If domestic fuel consumption is reduced US’s oil import will reduce. This will surely lessen US’s trade deficit (Tan et al, 2012, p.4). ... As hybrid cars are more fuel efficient people can save money on fuel (Miller and Stafford, 2020, p.38). However, a hybrid car costs more than a conventional car. Therefore, the initial high purchasing cost might discourage potential buyers of hybrid cars (Miller and Stafford, 2020, p.38). The government has made special budgetary allocations for new generation vehicles. This money is being spent on development of fuel-efficient and low-emission vehicles. This fact is an excellent encouragement for hybrid car industry (Tan et al, 2012, p.4). Therefore, it is clear that most of the economic factors can positively influence the US hybrid car industry. However, high price of hybrid cars might be a deterrent. Social Factors: The hybrid car industry could be influenced by several social factors. The environmental pollution is linked with social issues like health. Conventional cars that emit more harmful gases cause more damage to human health. Hybrid cars emit a negligible amount of these gases. Therefore they are seen as more human health-friendly. Moreover, hybrid cars are silent. Noise has negative impact on health. In this aspect too, hybrid cars promote better health (Tan et al, 2012, pp.4-5). Hybrid cars are now linked with social status. Reports show that US consumers buy greener products to improve social status. Consumers are even ready to ‘sacrifice luxury and performance to benefit from the perceived social status that comes from buying a product with a reduced environmental impact’ (Vaughan, 29 March, 2010). As hybrid cars are greener, owning a hybrid car will improve the owner’s social status (Vaughan, 29 March, 2010). Another social fact worth mentioning here is: women prefer electric cars.