Established in 1960s, Synthes is acknowledged as a leading multinational corporation in medical devices industry. The company mainly focuses on developing and manufacturing high quality traumatology and orthopedic products in three main markets, North America, Europe, Asia Pacific. With around 12,000 employees all over the world, the company guarantees the safety and the quality of its products by carefully researching, developing and evaluating products before launching to markets. Synthes constantly introduces its efforts to find innovative solutions and product improvements to meet its customers’ needs and expectations. The experience and capabilities within the company combined with updated information on the market trends, data on the external dynamics, and technical/practical knowledge gained through its networks in this specific sector, enables the firm to conduct an attentive analysis and consider opportunities to further leverage its products.
PRODUCT PORTFOLIO Considering Synthes’ existing products, there is growing demand related to the spinal implant market. With the launch of Matrix system, a comprehensive pedicle system for lumbar spine surgery, the spinal fixation business continuously proves the success in the market and asserts the leading role in the worldwide market. The expansion is proposed to be considered in Asian market due to the lower costs related to labour, rental and the advantages of existing manufacturing facility owned by company in China and large amount of potential customer due to weather-related fractures in Asia.
OBJECTIVES
Our objectives in the following report are to analyse and evaluate the several forces influencing the company’s financial and operational performance related to the expansion of its spinal implant product in the market, the different strategies the
