Cochlear Limited SWOT Analysis, USP & Competitors

Posted in Pharmaceuticals and Healthcare, Total Reads: 3008
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SWOT Analysis of Cochlear Limited with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Cochlear Limited

Parent Company

Cochlear Limited

Category

Biotechnology

Sector

Healthcare

Tagline/ Slogan

Hear now. And always

USP

Designs, manufactures and supplies the Nucleus cochlear implant, the Hybridelectro-acoustic implant and the Baha bone conduction implant

STP

Segment

People with auditory problems

Target Group

Healthcare professionals operating in these areas, individuals with hearing troubles

Positioning

A cochlear implant is an established, effective and long-term solution for people with moderate to profound hearing loss. Cochlear pioneered the implant technology and is still the world’s industry leader.

SWOT Analysis

Strengths

1. COH is investing in research to redesign devices to enable manufacturing scale-up from a cottage industry to a production line
2. Management is also building the infrastructure to handle more revenue by investing in marketing and sales resources. 
3. COH has a reputation of delivering the most reliable and safest implantable device provides strong brand awareness with hearing specialists

4. The company has over 2700 employees in over 25 countries

5. One of the most recognised companies in Australia

Weaknesses

1. Untapped markets due to lack of relationship with suppliers and other partners
2. Growing competition means limited market share
3.Huge investments in research and development means financial challenge

Opportunities

1. Less than 10% of the profoundly deaf have an implantable hearing device, management expect they can exploit the immaturity of the global market
2. With increasing aging US population is expected to drive demand for hearing aids and assistive listening devices
3. Collaborative tie ups with hospitals, clinics, medical professionals etc.

Threats

1. Competition from local hearing clinics
2. The products require constant innovation to maintain the edge over the competitors

Competition

Competitors

1. Hearing Company
2. Bedwetting device manufacturers
3. Sonic

 


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