CapeRay SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 673
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SWOT Analysis of CapeRay with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

CapeRay

Parent Company

CapeRay

Category

Medical equipment

Sector

Healthcare

Tagline/ Slogan

-

USP

Works in the niche segment of manufacturing and supplying medical imaging equipment for the diagnosis of breast cancer

STP

Segment

Hospitals, Oncologists, Clinics who perform mammography

Target Group

Healthcare professionals operating in these areas

Positioning

Combines the attributes of each modality to improve the sensitivity and specificity for detecting breast cancer

SWOT Analysis

Strengths

1. CapeRay is committed to the manufacture of breast screening equipment using the latest advanced technology
2. Extensive research to develop an innovative approach for breast cancer diagnosis
3. Combines the best of low dose X-rays and ultrasound to enhance clinicians’ ability to detect breast cancer

4.Strong brand image in the country

5. One of the biggest companies in South Africa in the sector

Weaknesses

1. The brand relies heavily on African market and has limited presence in emerging markets
2. Immense focus on technological advancements and research capabilities

Opportunities

1. Increasing awareness in the society about breast cancer and promoting regular check-ups among women at an early age
2. Not affected by economic climate 
3.Tie ups with large hospitals can be a huge opportunity

Threats

1.Capital intensive manufacturing segment
2. Need for continuous innovation
3.Stringent government rules and quality control measures

Competition

Competitors

1. Siemens Africa
2. Hologic
3. Abbott Laboratories

 


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