ATL Case Study

ATL Case Study Summary of Relevant Issues and Facts ATL is a draw in the medical ultrasound business and has 1997 sales of $431 million, clams of $21.2 million, and 2700 employees. Since its establishment in 1969, ATL has consistently been among the leading companies which all interbreed close market shargons between 15 to 17 region of the ultrasound market. The rivalry amongst the major players is intense and all ar threatened by entrance of GE and Siemens. These companies have the fortune to bundle their various medical products offering lower monetary values and thieving market share away from the ultrasound leaders. The dilemma business 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 curio machines. Many company insiders hav e frowned upon the executive commissions lack of establishing a strategy and relish 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 ruff usage of scarce resources. The latest move has been a nuclear fusion with Medison which will focus on the low end price segment.

SWOT Analysis Strengths: -Reputation is solid from having introduced the worlds graduation exercise digital ultrasound -Established itself as one of the call for quatern ultrasound manufacturers -Offers products from the mid-range segments u p to the premium-performance which constitut! es 76% of the world market. -Company has direct sales and service subsidiaries in 14 nations while maintaining an ample mesh topology of independent distributors in other countries -Pioneered harmonic mental tomography technology and remain at the forefront of that field with their HDI 5000 -Staff: strong... If you tone ending to get a full essay, order it on our website: OrderEssay.net

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