Company strategy of Trophy Radiology

Extract

[...] All this is done in particular to increase its brand image that is essential for success in this segment. o Niche of middle powers The main competitors in this market are large companies like Philips and Siemens. They are the leaders of the big field of medical engineering. Trophy Radiology has a big weakness in this sub-segment which is a lack of awareness among the public. The company does not compete in terms of marketing communications with its competitors. This is reinforced by the evolution of health policies and increased transparency of public procurement which requires lower prices. [...]

[...] The components of the chain B. Macro-economic trends ♣ Socio-cultural conditions: o Aging population requires more medical care o Many health problems in developing countries ♣ Legal: o Standards are different in different countries and those in France are the most binding o Program of the Commission of European Communities: ⎫ Mutual recognition of national standards ⎫ Standards for product certification and qualification standards of business o Evolution of health policies and greater transparency in public procurement C. Medical and veterinary activities ♣ Customers o Market segmented according to the customer group into generalists, specialists, radiology practices, veterinary clinics and hospitals ♣ Customer needs o Sophisticated and powerful equipment that can be acquired at a reasonable cost ♣ Technology o Short series ♣ Distribution channel o Directly by Trophy Radiology Factors those are important for its success: ⎫ Ability to make sophisticated and powerful equipment (Research and Development) ⎫ Quality / price ratio ⎫ the image conveyed by professionals ⎫ Relationships with members of procure (tender) ⎫ Effective sales force ⎫ Services of installation, operation and maintenance (SAV) ⎫ Financial conditions of interest (credit for purchases or for lease) Environment ⎫ Market: The market is mature in medical research so is also the same in the economies of scale ⎫ Sector of small powers: They are not interested in big manufacturers. [...]

[...] The company strategy of Trophy Radiology This company has specialized in radiology since 1946. They manufacture and distribute Medical and Dental Radiology materials. Michel Vannoye took over the company in 1980 and the company has grown rapidly and continuously since then. It operates on two SBAs i.e. medical activities (including veterinary) and dental activities. How can this company maintain and further strengthen its strategic position in a competitive environment? I. Environmental Scan A. [...]

[...] It has strong positions in Italy and Britain. o Threats: ♣ The strong power of the wholesale-distributors ♣ New entrants: U.S. group number 2 French Health.co and DDF II. Analysis of the company Strengths Medical and veterinary activities Dental Activities ♣ Private market: ♣ Technology leader o Excellent quality / ♣ Favorable cost price ratio ♣ Technical support to o Reliability distributors o Ease of use ♣ Innovations ♣ Commercial organization ♣ Quality of services (installation and after sales service) Important role of the Research and Development wing ♣ Compliance with the highest standards ( in order to avoid any subsequent costs) ♣ Mastering quality (systematic) ♣ RH Young, competent and highly scalable ♣ WCR increases more slowly than the FR, so valued CAF Weaknesses Medical and veterinary activities Dental Activities ♣ To competitors for public hospitals and large radiology practices (General Electric, Philips and Siemens) ♣ Difficulty managing the jerks related to the execution of orders due to tenders of medical / export ♣ Coexistence within the same short–series of production, mass production and industrial production III. [...]

[...] Trophy Radiology cannot, because of its size, compete with its competitors. It also does not have all necessary FCS to succeed in this sub-segment (lack of a network of relationships).Trophy Radiology should not lose any more time or money in the course of its continuous investment in this sub-segment. It must release funds that will add to the CAF and help develop promising strategies for the company. ♣ Dental Activities Trophy Radiology is the leader in this segment in France, Belgium and Spain. [...]