Synthes Case - 727 Words

Synthes Case Study Team S Santiago Sanchez Villalba Bharat Pawar Morris Li Jose Llanos Tiia Paananen What are the different threats to the sustainability of Synthes` competitive advantage? Synthes has several threats to consider in the near and upcoming future. The first threat we can talk about is with regards to imitation. Imitation is a big deal in the internal fixation device industry. Synthes has become the leader in this market due to several competitive advantages, for example the affiliation with AO, which surgeons take as a sign of confidence. These advantages have been able to sustain them with huge market share and very high sales during the last 20 years. They have also created other competitive advantages within†¦show more content†¦The threat level is still low because the first trial of bioresorbable failed and the second generation has not yet fully convinced surgeons. But most doctors seem open to the idea or already use some of the bioresorbable derivatives to substitute some of Synthes` products today. The difference from the first generation bioresorbable products to the second one improved drastically and the third generation could eventua lly be almost as effective as today’s solutions. If Synthes is not fully prepared there could be a very big threat to the company not only in sales but also reputation because they are known for being the top dog and always offering the newest products for internal fixation. A company with a similar strategy (affiliation to AO, good sales reps, high quality product) could not only imitate but also substitute if the product part were to be able to be effective and accepted by doctors. Although there are threats in a competitive industry such as this one, we believe that Synthes has enough actual and probable competitive advantages to sustain throughout time as a leader in the internal fixation industry. When we discuss the S-Curve for Synthes, we could see that bioresorbable technology is slow and improving poorly because it is not understood quite well. If anybody gets it right we could see the acceleration process and this is where Synthes would be highlyShow MoreRelatedSyn thes Analysis Essay3120 Words   |  13 PagesCASE ANALYSIS Synthes 1. Situation Analysis: A. Nature of Demand The products in discussion are ‘bioresorbable’ internal fixation devices. These devices are surgically placed to stabilize broken bones, aiding in allowing the body to heal itself. Internal fixation devices in the past had been made of stainless steel or titanium, but with problems resulting from those permanent devices, an innovative approach is being considered. Bioresorbable implants are a possible replacement toRead MoreMusic Is A Moral Law1810 Words   |  8 Pagesunder the umbrella name EDM, were light. Sub genres like House, Trance, and even Soul were extremely popular, especially with the dance crowd. 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