Brauna Technologies’ Strengths, Weaknesses, Opportunities, and Threats
Brauna Technologies has a long history of successful orthopedic contributions. Our quality and technical assurance standards exceed those used by industry and government regulators. The company’s culture connections began with Dr. von Kastner’s orthopedic fracture repair skills during the World War II when German soldiers’ arms and legs were shattered as a result of the war. Dr. von Kastner a strong succession plan to lead the company.
Strengths
Brauna has an extraordinary reputation. We are known for our use of metal plates, screws and other implantable devices. Unlike our most of our competitors, our artificial implants have not been recalled. We have special expertise and we develop and produce safer orthopedic products for surgeons worldwide. Teamwork enables Brauna to sustain its global operations in 14 countries and sales in 200 countries with 27,000 employees.
Weaknesses. The absence of a marketing plan is Brauna’s greatest weakness. Brauna was unsuccessful in its first attempt to enter American orthop...
Nevertheless, it must “defend” its current market share if not increase it, by maintaining premium quality and develop innovative products. The marketing mix strategies will effectively achieve targeted revenue and profitability in the near future.
Alumina and zirconia ceramics have been widely used in orthopaedic hip replacements for the past 30 years. The advantage of using these was lower wear rates than those observed using polymers and metals. Because of the ionic bonds and chemical stability of ceramics, they are relatively biocompatible and therefore more preferable to use than metals and polymers. Alumina is most commonly used as a femoral head component instead of a metal in a hip prosthesis because this would reduce the polyethylene wear that is generated. Alumina is a desirable biomaterial to use in hard tissue implants because of characteristics like excellent wear resistance, high hardness, bio inert, low abrasion rate and good frictional behaviour. Furthermore, it has excellent surface finish as well as high fatigue streng...
The materials in prosthetic limbs have always evolved along side technology, usually changing for the better. Prior to the development of electronics and plastics,
Today, prosthetics have significantly advanced. In 1946, there was a major advancement in the attachment of lower limb (Bells para 3). A suction socket was made for above-the-knee prosthesis (Bells para 3). This suction socket was created in Berkeley, California at the University of California (Bells para 3). In 1975, Ysidro M. Martinez invented a below-the-knee prosthesis for himself (Bells para 3). His prosthesis has a high center of mass and is light in weight to facilitate acceleration and deceleration and reduce friction (Bells para ...
Gotz Von Berlichingen was a knight who lost his right arm from a cannon blast in 1505. At the young age of 24, and as a man who made a living off of war, Gotz needed his right arm. This mercenary is the very first person known to have a prosthetic one. Prosthesis is a device, either external or implanted that substitutes for a missing or defective body part. The prosthetic arm that Gotz used was made of iron and complete with articulated fingers which were spring action and an array of levers and buttons. It allowed Gotz to hold a quill, play cards, direct his horse, and grip a lance. Gotz and his arm made of iron went on to great infamy. He was outlawed by the Holy Roman Emperor and even lead a peasant revolt. Gotz preferred his new arm saying it had “rendered more service in the fight than ever did the original flesh”. This just shows how prosthetics can change the lives of many. The arm was a mechanical masterpiece centuries ahead of its time and it laid the foundation for modern prosthetics.1
What we conclude from our research that there’s no single organization free from facing complications and difficulties. Each and every organization face few or many strategic problems. Johnson & Johnson had a problem with one of their products, and they were smart in handling that problem to keep the company on the safe side without letting it effect it negatively. It is very important to act quickly to fix the problem before many consumers notice.
As stated in the case, “the market for energy drinks was growing; between 2010 and 2012, the market for energy drinks had grown by 40%. It was estimated to be $8.5 billion in the United States in 2013 [and] forecasts projected that figure to reach $13.5 billion by 2018” (pg 5). However, much of this market’s revenue -- 85% in fact -- is dominated by five major brands, while the remaining 15% is split between approximately 30 regional and national companies. (pg. 5). With this saturated market, it might not be best for Crescent Pure to enter as a completely new product to the industry, as there is the possibility that it will be squeezed out of the profit shares by more established brands -- especially if it is not properly secure in its identity. In addition, while the market for energy drinks appeared to be growing at an exponential rate compared to the market for sports drinks -- which increased only 9% in five years and would be at approximately 60% of the rate for energy drinks in 2017 (pg 6) -- the consumers appeared to be wary of partaking in the market for several reasons, which would potentially harm the reach of Crescent Pure. These concerns included rising news reports discussing the safety of energy drinks (pg. 5). Taking into consideration the data provided in the case that concerns reasonings of why consumers choose specific drinks over others, there
The human body endures a great deal of wear and injury during its lifetime. It is for this reason that the body has several tissues that are capable of regeneration. Bone is one of those tissues that receives extensive use so it is necessary that it is strong in order to carry out its functions; however, it will occasionally face injury. Although our bones are capable of regeneration, a new method would help the elderly and others that have a more difficult time healing after injury. I viewed a “TED Talk” lecture, which discussed a new way of regenerating bone with the help of our own bodies. Molly Stevens, the head of a biomaterials lab, presented “A New Way to Grow Bone” where she discussed a new technique called “in vivo bioreactor”. She also answered why this new procedure is beneficial. Researchers like Stevens are constantly trying to find innovative new techniques and they do this by asking questions. The question that Stevens presented in the video was an intriguing one: “Can we recreate the regeneration of bone on demand and transplant it?”.
As talked about by David Sengeh (2014) in one of his TEDtalks about prosthetics, he stated how people from his country of Sierra Leone would not wear their prosthetic limbs because they were too painful to wear all the time. They just deci...
Hunsk Engines is a motorcycle company that made the fatal mistake of expanding its research in the market on its new products. The companies main competitors were companies like Harley Davidson, where they sold classic products that were seen as something with altering respect. Marty Echt is hired on by Hunsk Engines to restore the company’s image, on what used to be classic motorcycles. He argues that the company made the mistake of forgetting about its original products and, “lost its identity”. This problem frequently happens when companies attempt to grow, in order for new products to make it in the market place you have to carefully strategize its competitive characteristics and know when to introduce a new product through Michael Porters life cycle.
Orthopedic surgeons are responsible for mending and operating on the musculoskeletal system. “Orthopedics is a medical specialty that focuses on the diagnosis, care, and treatment of patients with disorders of the bones, joints, muscles, ligaments, tendons, nerves, and skin” (Career in Orthopaedics). Depending on the damage the patient has sustained determines how the orthopedic surgeon is able to correct the patient’s injury. In many cases there are multiple ways of correcting the patient’s injury such as; using medical, physical, and rehabilitative techniques to using complex surgical methods. “Typically, as much as 50 percent of the orthopedic surgeon’s practice is devoted to no surgical or medical management of injuries or disease and 50 percent to surgical management” (Career in Orthopaedics). The majority of surgeons, including orthopedic surgeons, prefer to choose the least invasive procedures such as; arthroscopy which is a technological advancement allowing orthopedic surgeons to use special cameras in order to diagnose and treat a joint with minimal cutting and trauma to...
made by a human. A man named Hegistrastos chopped off half of each foot, leaving only his heels, and had wooden feet put in their place (Murphy 7-8). This act created a new division of science now known as prosthetics. People interested in the art of creating prosthetics began to experiment with different materials to make them (Murphy 46). From 2001 to September 2010, the United States’ Department of Defense disclosed that more than 1,600 active service members in all branches lost one or more limbs. Along with war injuries, ...
A factor that has certainly helped them attain their success is that they make their products to be accessible and affordable. This ploy is quite welcomed by their demographic of the working and lower class Filipino family. This has been very beneficial to the company since their target market most likely makes up the biggest perce...
GM- focused differentiation, medium pricing, breadth of product line is high. A strength is market share, and a weakness is styling and reliability and perceived quality.
The South African company Twinsaver is a famous Tissue & Hygiene producer in South Africa. This commentary attempts to explore and examine the opportunities and strategies for Twinsaver to introduce their products into Australian Tissue & Hygiene market. Firstly, this commentary will analyse this company's background, current positioning, target segmentation, and marketing mix strategies. Secondly, it will make the Australian market analysis of current Australian business environment and consumer behaviours. Twinsaver's objective is to gain access to the Australian market through a Greenfield investment to successfully sell Twinsaver's products to Australian consumers. For achieving this goal, this commentary recommends Twinsaver to adopt the wholly owned subsidiary as the entry mode; besides, Twinsaver also has to adjust the positioning, segmentation, and marketing mix strategies to be more acceptable and successful for entering Australian market.