ATL

1
ATL

• ATLs generic/ business strategy
• Depends on industry definition
• Ultrasound Broad differentiator with multiple
  product offerings to different price segments/
  multiple medical specialties
• Medical imaging Focus (with differentiation),
  Niche limited to ultrasound (not in CT, MRI
  imaging)

2
Fit

• Fit between strategy and environment
• Expansion in low price segments/ other
  specialties driven by growth in those segments
  (presence of fit)
• Niche threatened by GE, Siemens product bundling
  strategy (lack of fit)
• Focused differentiator faces competition from
  broad differentiators

3
Fit

• Fit between strategy and capabilities
• Differentiation supported by technological
  capabilities, marketing capabilities (direct
  sales in critical markets)
• Lack of co-ordination between functions
• Competing in mid low price segments, buying
  into capabilities
• Interspec (presence in mid range segments)
• Alliance with Medison to offer cost effective
  products

4
Competing in multiple price segments

• Pros
• Capitalizing on market opportunity (contrast with
  American Express)
• Potential in international markets
• Private sector segment (clinics, doctors offices)

• Cons
• Capabilities to support low costs
• Failure with HDI 1000
• Investment strategy diversion of resources
• Stuck in the middle (using alliances to offset
  this problem)