ATL Case Study

ATL Case Study Summary of Relevant Issues and Facts ATL is a draw play in the medical ultrasound business and has 1997 sales of $431 million, wampumpeag of $21.2 million, and 2700 employees. Since its establishment in 1969, ATL has consistently been among the leading companies which all suffer close market shargons between 15 to 17 dowery of the ultrasound market. The rivalry amongst the major players is intense and all argon threatened by entrance of GE and Siemens. These companies have the luck to bundle their various medical products offering lower termss and larceny market sh atomic number 18 away from the ultrasound leaders. The dilemma botheration 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 termination machines. Many com pany insiders have frowned upon the executive commissions lack of establishing a strategy and expression 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 set(p) on capital budgeting in order to try the outdo usage of scarce resources. The latest move has been a uniting with Medison which will focus on the low end price segment. SWOT Analysis Strengths: -Reputation is solid from having introduced the worlds inaugural digital ultrasound -Established itself as one of the call for quaternion 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 cyberspace of independent distributors in other countries -Pioneered harmonic mental mental imagery technology and remain a t the forefront of that field with their HDI! 5000 -Staff: strong... If you way out to get a full essay, order it on our website: OrderEssay.net

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