This is one core competency of the firm. Risks associated with recommendation for Sunrise Medical, Inc. There may be some opportunities in the ultralight or power divisions to use patents to limit market entry, but with the Medicare ruling, the lightweight wheelchair category is expected to become rapidly commoditized.
Checklist Is the Sunrise medicals wheelchair products an inescapable conclusion of the basis? Exhibits should have Title, sources, footnotes to calculation.
You can always interchange the components of the chair to keep the seat comfortable. There are dealers that specialize in lightweight chairs, and a further that do extensive business in ultralights. However, for lightweight wheelchairs, there are no significant intellectual property protections.
However, the industry is going to see a shift towards more lucrative lightweight, ultralight and power chairs, which within five years will be half the unit volume and three-quarters of the revenue in the business.
External customers and internal clients? What are the most important structural conditions that make the industry unattractive? This means that competition in the industry is going to be intense, based on service and price both. While doing the calculations please mention all the assumptions.
Are all assumptions explicitly stated e. Discuss risks and key assumptions for Sunrise Medical, Inc. Checklist Is the analysis thorough with key alternatives fairly considered using options grid?
Recommendations for Sunrise Medical, Inc. These projections ignore the legal environment, in which the rules governing Medicare are set to change, allowing lightweight wheelchairs to cover lightweight wheelchairs at the lower end of the price range, or partial coverage for more expensive chairs.
Both the ultralight segment and the Breezy are examples of successful innovations that come from the Sunrise corporate culture. Consumers new to lightweight and ultralight wheelchairs are less likely to the brand-sensitive than consumers who already have a wheelchair in this category.
The strict wheelchair focus may help Quickie to build a stronger reputation, especially when combined with the company's history of innovation and high quality products. It can be elaborated with scenario planning as businesses The details of what, when and how. Are the exhibits clearly laid out, titled, and referenced in the case study memo?
Growth starting in the late s is going to be impressive, so the opportunity now is in part guided by the need to gain as much market share as possible. Does the firm has capability to implement the recommendations or does it needs to hire fresh talent?
The conclusion, therefore, is that the wheelchair industry is generally unattractive. Compounding the problem, the industry is characterized by low barriers to entry.
Does the appropriate sense of urgency come across in the case study?
An industry with these characteristics can be expected to have slim margins. The reader should be able to read this and know how to carry out this recommendation. Task assignment, objectives, roles and metrics should be mentioned in advance to reduce ambiguity and replication.
The length of the chair is 18 inch and 12 inches respectively. When it comes to the mobility, it comes first because you can easily carry it even in the small car.
The case study recommendation memo is a one-two page document not including exhibits that recommends your course of action and rationale. Both new users and existing users in need of chair replacement are expected to move into the lightweight chairs.
If introduced, the new wheelchair will compete with an existing product offered by the largest and most profitable Sunrise division, Quickie Designs. The result of this is that the industry dynamic may actually shift towards Invacare, a company that would benefit from increased price sensitivity.
Evaluating the industry based on Porter's Five Forces framework, the following stand out as the most import conditions making the industry unattractive: Attractiveness — quantitative measures if applicable e.
Thus, it is important to win market share and build strong dealer relationships today, as the industry is expected to be almost double the size by unit volume within five years.
The other three categories are going to increase in importance, so it is important for firms to capture a share of these markets. Quickie currently markets itself as a differentiated producer, providing a high level of customer service through institutions as a pull-through marketing strategy.
Thus, it is important that if Sunrise is serious with its mission statements about being global leaders in its industries, it needs to increase its share of this segment.The Sunrise Medical Quickie Xenon² FF wheelchair is a class leader in the folding wheelchair category. With sleek lines, open frame design, lightweight aluminium and a wide range of frame colours its easy to fall in love with your new wheelchair before you’ve even sat in it.
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