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Leader Healthcare: Deciding on a Growth Strategy
內容大綱
Leader Healthcare India (LHC) was a medical devices importer firm that dealt primarily in respiratory and anesthetic devices. The company imported medical devices from U.S. manufacturers and, for the most part, performed its own marketing, sales, and service activities. In 2016, the director of LHC was concerned about LHC’s multiple failed efforts at market expansion. The company wanted to grow, but its attempts had been unsuccessful. Lack of highly trained personnel, supervisory control, and sufficient financial resources had been the key reasons for the failure. Market expansion was even more critical as LHC wanted to launch a 24/7 service in the respiratory devices business, and success with this service depended on the size of LHC’s existing customer base. How could LHC grow?
學習目標
The case is best suited for use in a course on strategic management, where it can be used in a post-midterm session to introduce students to the concepts of competitive strategies and growth strategies. It can also be used in courses on innovation strategies, marketing, or entrepreneurship focusing on growth challenges and strategies for start-ups at the graduate level. After completing this case students will be able to do the following: <br><ul><li>Consider different types of generic competitive strategies: differentiation, cost leadership, and focus</li><li>Assess different types of growth strategies: product development, market penetration, market expansion, and product diversification</li><li>Evaluate different types of service innovations</li><li>Explain critical success factors for new or existing services</li><li>Understand various growth stages and related issues for a new venture or a small business</li></ul>