Return to Previous Page

Competitive Intelligence for a Medical Device Company in India*

CASE STUDY, BUSINESS ANALYTICS
ET Cases - GSMC, 10 Pages

Case Preview

Competitive Intelligence for a Medical Device Company in India

 

Lifeline Devices, a medical devices manufacturing company, operated in a highly competitive medical consumables segment in India. The company witnessed a declining market share for the last 3 years which led to a potential revenue loss. The management did not know what to do or how to stay competitive in the fierce market. The company MD, after much deliberation, decided to hire a Strategy and Marketing consultant to identify the reasons for the loss of market share and make the company more competitive. Lifeline Devices needed a person who could not only conceptualise its requirements, but also could have the mental strength and stability to deal with various departments and bring forward a change in the way decisions were taken.

Lifeline Devices Pvt. Ltd.

Lifeline Devices Pvt. Ltd. (Lifeline Devices) began its journey in 1989 as a family owned manufacturer of surgical ligatures and sutures at a location near Delhi. The company was amongst the first manufacturers of sutures in India. The owners had, right from the beginning focussed on quality. The owners believed that if they produced high quality products, they would sell automatically and could earn a good name and respect. Operating with this ideology, Lifeline Devices soon became known for its quality and reliable products..................

Teaching Note Preview

Competitive Intelligence for a Medical Device Company in India

 

Synopsis

This case is about Lifeline Devices Pvt Ltd, incorporated in 1989 as a manufacturer of surgical ligatures and sutures. It operated as a family owned business with one key member as the MD of the company. The company was among the first manufacturers of sutures in India. Lifeline Devices was the market leader in most of the segments. The emphasis of the company had always been on quality.

The company started its operations in the north and gradually expanded to a pan India level. They had a manufacturing facility near Delhi, and added another facility near Indore. They had an elaborate network of distribution. Many large institutions were its key clients; and distributors’ network was quite robust.

Lifeline Devices had progressed steadily from the time of its inception. The employees were highly motivated and most had been attached to Lifeline Devices for years.

However, the progress of the company was halted due to various events in the recent years. First, the incident of fire at one of its facility near Delhi. This led to significant loss to the facility and also factory down time. This was followed by some of the employees leaving the company and moving to others, specifically the sales manager of the north, who had worked as a close aide of the MD and also contributed the maximum in terms of business. It had an immediate impact on the business and as a result the sales growth stagnated.

Over the years as the competition became intense, the battle for market share became fierce. No one had a clear idea how to compete in this competitive environment. This resulted in the decline in both sales and profits.

After discussing with his friend, MD decided to hire a competitive intelligence professional to set up CI practices in the company. Every strategic decision to be taken would have to be based on the knowledge of the competitive environment. This would make the decisions more effective and increase the company’s  competitiveness in the market.......................

Assignment Questions

  • I. What is the key issue that has contributed to the decline in the performance of Lifeline devices off late?
  • II. Critically analyse the efforts made by Krishan Gopal while reaching a conclusion. Could he have been more concerted in his efforts? Why?
  • III. ................

.....................................................

.....................................................

$4.57
Rs 0
Product code: BA-1-0001, BA-1-0001A

Abstract

Lifeline Devices, a medical devices manufacturing company, operated in a highly competitive medical consumables segment in India. The company witnessed a  declining market share for the last 3 years which led to a potential revenue loss. The management did not know what to do or how to stay competitive in the fierce  market. The company MD, after much deliberation, decided to hire a Strategy and Marketing consultant to identify the reasons for the loss of market share and make the  company more competitive. Lifeline Devices needed a person who could not only conceptualise its requirements, but also could have the mental strength and stability to deal with various departments and bring forward a change in the way decisions were taken.

Krishan Gopal, who had specialised in Competitive Intelligence (CI) and Strategic Management, was appointed for this position. He was immediately up with the task to identify the CI needs of the firm, the tools and techniques that would be used to collect and analyse data, disseminate critical analysis to key stakeholders and encouraging the company decision makers to consider his inputs before taking any key decision. However, he soon realised that he had a huge uphill task. On one hand was the MD who wanted immediate results, while on the other hand were the managers who had been working for so long in the company without any conscious efforts into CI.



Pedagogical Objectives

  • To realise the importance of competitive intelligence in the highly competitive medical devices industry in India
  • To discuss the best approach to set up CI practices as a conscious effort in an organisation operating in such an environment

Case Positioning and Setting
The case can be used in MBA/PGDBM, Executive MBA, Management Development Programs and Executive Workshops in the area of general management and strategic management.


* GSMC 2016, IIM Raipur

This Case Pack Includes:
- Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)
$4.57
Rs 0

Related products




Request for an Inspection Copy

(Strictly for Review Purpose, Not to be Used for Classroom Discussion/Trainings)