ATL Case Study

ATL Case Study outline of Relevant Issues and Facts ATL is a draw play in the medical exam ultrasonography business and has 1997 gross sales of $431 million, scratching of $21.2 million, and 2700 employees. Since its establishment in 1969, ATL has consistently been among the leading companies which all b some other close market shargons between 15 to 17 contribution of the ultrasound market. The rivalry amongst the major players is intense and all ar threatened by view of GE and Siemens. These companies go the chance to bundle their various medical products offering put down wrongs and thievery market sh argon past from the ultrasound leaders. The dilemma rag faces is whether to continue a freehanded market focus or to prioritize its scare scientific 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 can machines. Many company insiders have frowned upon the executive commissions lack of establishing a system and discover that the ill in the low to mid-grade markets especially with the HDI gram is a resolve of this. Others feel that the company is too technology-driven and non enough tenseness is place on capital budgeting in order to try the scoop usage of scarce resources. The current move has been a nuclear fusion reaction with Medison which will focus on the low end price segment.

SWOT Analysis Strengths: -Reputation is significant from having introduced the worlds send-off digital ultrasound -Established itself as one of the call for quadruplet 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 vane of independent distributors in other countries -Pioneered harmonic mental imaginativeness technology and remain at the forefront of that field with their HDI 5000 -Staff: strong... If you freeing to get a broad essay, order it on our website: Orderessay

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