ATL Case Study

ATL Case Study stocky of Relevant Issues and Facts ATL is a magnet in the checkup ultrasound business and has 1997 gross sales of $431 million, lolly of $21.2 million, and 2700 employees. Since its establishment in 1969, ATL has consistently been among the leading companies which all work over close market shargons in the midst of 15 to 17 persona of the ultrasound market. The rivalry amongst the study players is intense and all be threatened by transport of GE and Siemens. These companies rich person the opportunity to bundle their various medical products offering lower berth charges and thieving market sh ar onward from the ultrasound leaders. The dilemma annoying faces is whether to continue a commodious market focus or to prioritize its scare technical resources into particular segments. In the international market, the opportunity lies in lower finis products while home(prenominal) customers who are less price sensitive, are looking for high polish off machines. Many company insiders have frowned upon the executive commissions lack of establishing a scheme and touch that the ill in the low to mid-grade markets especially with the HDI k is a resolve of this. Others feel that the company is too technology-driven and not enough tenseness is lay on capital budgeting in order to try the outgo usage of scarce resources. The a la mode(p) move has been a conjugation with Medison which will focus on the low end price segment.

SWOT Analysis Strengths: -Reputation is solid from having introduced the worlds source digital ultrasound -Established itself as one of the call for quaternity 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 net profit of independent distributors in other countries -Pioneered harmonic mental imaging technology and remain at the forefront of that field with their HDI 5000 -Staff: strong... If you detriment to get a generous essay, order it on our website: Ordercustompaper.com

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