Group 5 Section A

Executive Summary:
MediSys Corp. has invested heavily in IntensCare, which is eagerly awaited by the
market. IntenseCare was indeed the idea of an employee, and MediSys management
aided in its realisation. Jack, who is the senior production manager is the project lead of
intense care and is much more focused on the product detail over the business
issues.Even Though, the President, Art Beaumont has formalized the process for
product development by cross functional teams for higher speed and effectiveness of
implementation.
The product development team, representing several functional areas of the company,
has been working on the product for six months but is now running into significant
problems with the product design, the schedule, and their own group dynamics.
Recently, pressure increased when they learned that two more powerful competitors
had begun work on their own products for this market. Several team members are
concerned about meeting the team's targets. Valerie is expecting to convey the
importance of modular design to present a better clinical solution to various
departments in a hospital; she is disappointed that the team members have not given
her competence much value. The regulatory department is concerned about the legal
angle of the implementation and public health assurance. The criteria of analysis of the
situation takes care of the urgency to meet the deadline, public health and market
potential of the product launched. The alternatives available are interference of higher
authorities to reinstate the goals of the project; which would solve the crisis which has
occurred due to groupthink. This approach might rejuvenate the agenda to come up
with new marketing strategies. The second alternative focuses on deciding the strategy
for implementation of the modular design and its adherence to the objectives of the
organisational goals. The third alternative focuses on the assurance to consumers
regarding the potential of the product beforehand. A pre product launch would be an
activity undertaken by the marketing department. It is best preferred to go with the
second alternative as each member of the team would be able to communicate the
strategy and concerns better given the limited time and resources.

Situation Analysis:
MediSys is a U.S. medical equipment maker company founded in 2002. IntensCare, a
new medical system for monitoring intensive-care patients, has recently been
developed by Medisys. The entrepreneurial culture of the company has delivered many
promising initiatives and innovative thinking ranging from redesign to redevelopment of
new systems.
The board of directors has seen early signs of slowing growth and it has announced that
they are entering the key markets, with competitive advantage with their new product
IntenseCare. Valerie Merz, marketing manager of the company is feeling enormously

Aayush Malviya, Prajjwal Singh, Shivani Mishra, Shreya Jain, Shivangi Singh, Vishal Zagade
Group 5 Section A

stressed as she has reviewed the agenda of the upcoming meeting of product
development. She is irked that the team has once again ignored the implementation of
modular design which she knew was critical for the long-term success of the product in
the market.
The teams have a divided view on the implementation strategy of IntensCare.
Different departments at the company have department specific goals and there is a
visible communication gap. Even though the project leader has a cross functional
expertise the employees are not yet accustomed to the new system work. The company
has also teamed up with a software designer. The progress is slow even after the
announcement of product launch by competitors within a year.
The cohesiveness of the group is hampered by the pre existing norms of the company.
Valerie is in charge of various commitments of the project but does not have overall
authority like Jack. She is upset over the attitude of team members who are doubting
her competence and her analysis of the situation; and are threatening to leave the team
because of her. All these factors combined are resulting in role conflict and she is going
towards device and work behaviour like whistleblowing and resignation.

Problem Statement:
Valerie Merz is concerned about the Modular design of the Company's highly ambitious
product IntenseCare which she knows is essential for long term benefit but the deadline
is approaching also P&L and production team is having divided opinions on whether
Modular Design is necessary for the initial version. After hearing what Fogel was talking
to Jack she’s extremely upset and thinking on what are her options in the way forward.

Criteria:
1) Completion of the project within time.
2) Market presence of IntensCare.
3) Better monitoring system for the hospitals.
4) Efficient health care for the patients.
5) Product quality as per the regulatory authorities.

Alternatives:
1) Valerie Merz can contact and involve senior level officials to interfere in this
critical situation and they can redirect the goals of the team and guide them to
ensure that they meet the organization's primary criterias.
2) The IntensCare team needs to conduct an immediate goal setting session for
better communication and shared efforts between the heads of different
departments. To decide whether to implement the modular design in the first
version or how to upgrade it in the second version, also to establish the proper

Aayush Malviya, Prajjwal Singh, Shivani Mishra, Shreya Jain, Shivangi Singh, Vishal Zagade
Group 5 Section A

group standard for the effective individual output to reach the goal of the
organization within time limit.
3) Marketing team can initiate the pre-launch marketing of the product to make a
significant position in the market before the actual launch of the product with the
new modular design. This can create a positive image of the product for potential
buyers and they can pre-book the product in advance.

Evaluating Alternatives:

1) If we go with the 1st alternative, It will involve the senior management of the
organization which will lead to a better conveyance of the information about the
present situation and they can also facilitate a better understanding about how to
tackle the situation. It will also lead to a consensus among the team and motivate
them for group efforts towards the common problem that needs to be resolved.
Assuming the above results deadline will be met and also the quality of product
will not be compromised. It may also lead to innovative marketing strategies.

2) Going with the 2nd solution, The IntenseCare team will conduct a session without
involving the senior management which will lead to setting of common short term
attainable goals. They can mutually decide about the Modular Design and It will
improve communication and misunderstandings about different members of the
team can be sorted out in a positive approach. The team will be able to come out
with better solutions for Marketing and Launching of the product on deadline.
They can also focus on the Regulatory and Quality aspect of the product.

3) If the third alternative is approved, The marketing team will initiate a pre launch
marketing plan for the product which covers all the information of the product and
also the new modular design. The company can take pre-bookings of the product
and ship them to customers when the product becomes available in the market.
This strategy of the marketing team will ensure to create a buzz in the market
and will make a significant presence among the potential buyers of the product. If
this plan is adopted then the implementation of the new modular design can be
taken without much hassle and the company can launch the product with new
added features which will stand strong against the competitors.

Recommended Solution:
We would like to go with the 2nd alternative as a solution because it addresses the
major issues of completing the product launch within the deadline and also may improve

Aayush Malviya, Prajjwal Singh, Shivani Mishra, Shreya Jain, Shivangi Singh, Vishal Zagade
Group 5 Section A

the Marketing strategy of the product. It will clear misconceptions among the team about
each other’s personality and attitude towards the work. They can set a common
attainable short term goal and work towards it on a team basis rather than just
completing their own specific domain tasks. This will lead to increased group work and a
better understanding among the team members to attain the company’s goals. Merz will
also be able to clear out her strategy and communicate it better to everyone so that they
can have a shared effort towards the common goals.

Aayush Malviya, Prajjwal Singh, Shivani Mishra, Shreya Jain, Shivangi Singh, Vishal Zagade