Case Analysis Ecton
Autor: Rishabh Kothari • August 25, 2017 • Article Review • 484 Words (2 Pages) • 719 Views
Group Members- Mohit Kanjwani(2015PGP137)
Sharad Srinivasan (2015PGP152)
Abhijeet Balakrishnan (2015PGP112)
Parul Garg (2015PGP143)
Sushant Kumar (FPM02)
Ecton a is trying to develop a substitute for high end MRI & Ultrasound imaging system. The existing market structure is oligopolistic in nature and there are high barriers of entry made in the form of complexity of process. The present technologies namely Cardiac Catheterization (expensive), Magnetic Resonance Imaging (expensive) and X-ray (expensive and harmful) are provided by big firms like HP.
The existing Critical Performance feature is reducing cost and improving Diagnostic Precision. With the presence of contrasting agents,(there regulatory approval and insurance issues), there is a strong complimentary based formed for the existing market.
Although Echo is price almost half of the traditional big machines, it brings several new features(some are new critical performance features) and also performs relatively poor on existing critical performance feature of precision imaging. Some features it brings-
- Mobility
- Antecedents (low for Ecton, Inc) & Inertial nature of the Industry
- Price
- Post-operative patients in ICU
- Emergency Rooms, Outpatient Clinics, Satellite Clinics (non-cardiology speciality locations)
- Use in ambulance, medical camps and remote places
- Developing Countries
- Screening device before full-fledged tests
Let us assume that every feature out of below critical features have equal importance.
Instrument Capabilities:
- Echo image quality
- Colour Doppler images
- Velocity accuracy
- Contrast echo sensitivity
[pic 1]
[pic 2][pic 3]
[pic 4]
[pic 5][pic 6][pic 7]
[pic 8]
[pic 9]
[pic 10]
[pic 11]
From Ecton’s point of View
As per the group’s viewpoint Ecton is making a mistake in getting itself acquired. It is operating in a grey zone where there is more scope for being disruptive. The group believes that it can possibly go to the newer markets where it can access newer markets. The product if proves to be productive would attract the eyes of the bigger players would get acquired and the company should possibly look out for the same. As far as the marketing and other functions are concerned they can be outsourced.
...