ATL Case Study Summary of Relevant Issues and Facts ATL is a attracter in the medical ultrasound business and has 1997 sales of $431 million, dough of $21.2 million, and 2700 employees. Since its establishment in 1969, ATL has consistently been among the leading companies which all baffle close market shargons between 15 to 17 percentage of the ultrasound market. The rivalry amongst the major players is intense and all are threatened by entrance of GE and Siemens. These companies have the opportunity to bundle their various medical products offering lower prices and larceny market share away from the ultrasound leaders.
The dilemma worry faces is whether to continue a broad market focus or to prioritize its scare technological resources into particular segments. In the supranational market, the opportunity lies in lower finis products while home(prenominal) customers who are less price sensitive, are looking for high end machines. Many company insiders have frowned upon the executive commissions lack of establishing a strategy and feel that the ill in the low to mid-grade markets especially with the HDI 1000 is a resolve of this. Others feel that the company is too technology-driven and not enough tenseness is placed on capital budgeting in order to try the best usage of scarce resources. The latest move has been a merger with Medison which will focus on the low end price segment.
SWOT Analysis Strengths: -Reputation is solid from having introduced the worlds first digital ultrasound -Established itself as one of the call for four ultrasound manufacturers -Offers products from the mid-range segments up to the premium-performance which constitutes 76% of the world market.
-Company has direct sales and service subsidiaries in 14 nations while maintaining an ample network of independent distributors in other countries -Pioneered harmonic mental imagery technology and remain at the forefront of that field with their HDI 5000 -Staff: strong...
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