Synthes SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 1900
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SWOT Analysis of Synthes with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Synthes

Parent Company

Johnson & Johnson

Category

Healthcare

Sector

Medical equipment and supplies

Tagline/ Slogan

People inspired

USP

We are inspired whenever we see more can be done

STP

Segment

Physical trauma, spine, craniofacial, mandible and chest implants, medical power tools, biomaterials

Target Group

Trauma, Spine, Craniomaxillofacial (CMF), Biomaterials and Power Tools

Positioning

Patient driven , Surgoen focus, innovation ,highest quality standards,  education of customers, leveraging insights of surgeons, acting ethically and respectfully at all times

SWOT Analysis

Strengths

1. Most of the market for sales of screws, plates, bone grafts and other products to treat skeletal injuries
2. Acquisition with J & J giving greater scope of economies
3. Presence across all major continents – Asia, America, Europe and Africa
4. Market leader in treatment of trauma victims

5. Strong brand equity with loyal customers

Weaknesses

1. Inspite of acquisition, customers would still have sufficient alternative suppliers in all of the markets concerned
2.Controversy regarding allegations of shipping “adulterated and misbranded” products as part of unlawful clinical trials
3.Limited presence in emerging economies and limited brand recall

Opportunities

1.Improve product portfolio with newer technologies
2.Trauma market is less vulnerable to other markets with respect to economic pressure or more scrutiny  from health insurers
3. exclusive relationship between Synthes and the surgeon-led AO Foundation

Threats

1.With acquisition by J&J, other medical firms will respond aggresively
2.Integration complications with acquired firm and acquiring firm
3.Price wars and substitute products

Competition

Competitors

1.Stryker Corporation
2.Depuy inc
3.Zimmer Holdings



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