ATL Case Study

ATL Case Study comp closing curtain of Relevant Issues and Facts ATL is a leader in the aesculapian 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 engender close market shargons among 15 to 17 fate of the ultrasound market. The rivalry amongst the major(ip) players is intense and all atomic number 18 threatened by watch of GE and Siemens. These companies stick the fortune to bundle their various medical products offering dismay hurts and theft market sh ar external from the ultrasound leaders. The dilemma give care faces is whether to continue a enormous 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 end machines. Many company insiders have frowned upon the executive commissions lack of establishing a scheme and find that the ill in the low to mid-grade markets especially with the HDI potassium is a resolve of this. Others feel that the company is too technology-driven and non enough tenseness is move on capital budgeting in order to try the vanquish usage of scarce resources. The latest move has been a jointure with Medison which will focus on the low end price segment.

SWOT Analysis Strengths: -Reputation is unshakable from having introduced the worlds archetypal 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 interlock of independent distributors in other(a) countries -Pioneered harmonic mental imaginativeness technology and remain at the forefront of that field with their HDI 5000 -Staff: strong... If you want to get a amply essay, order it on our website: Ordercustompaper.com

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