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Robotech: Case Study Analysis: BL02 Sec A

This document provides a case study analysis of Robotech, including SWOT, PEST, Porter's 5 Forces, and other analyses. The SWOT analysis notes Robotech's innovative hardware/software integration and first mover advantage as strengths, and reluctance for family investors to fund new R&D and gaps in sales/service teams as weaknesses. Opportunities included expansion into large US and global markets, and threats included new competitors and acquisition of smaller players. The PEST analysis discusses technological, political, social, and economic factors. Porter's 5 Forces analysis finds low buyer power, high industry rivalry and threat of substitution, and high supplier bargaining power.

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nidhid
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814 views

Robotech: Case Study Analysis: BL02 Sec A

This document provides a case study analysis of Robotech, including SWOT, PEST, Porter's 5 Forces, and other analyses. The SWOT analysis notes Robotech's innovative hardware/software integration and first mover advantage as strengths, and reluctance for family investors to fund new R&D and gaps in sales/service teams as weaknesses. Opportunities included expansion into large US and global markets, and threats included new competitors and acquisition of smaller players. The PEST analysis discusses technological, political, social, and economic factors. Porter's 5 Forces analysis finds low buyer power, high industry rivalry and threat of substitution, and high supplier bargaining power.

Uploaded by

nidhid
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© © All Rights Reserved
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Download as PPTX, PDF, TXT or read online on Scribd
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ROBOTECH :

CASE STUDY
ANALYSIS
BL02 Sec A
Yashwanth PGPBL0213
Nidhi PGPBL0214
Himani PGPBL0208
Aditya PGPBL0202
Shubham PGPBL0221
SWOT Analysis
Strengths Weaknesses

S W
Reluctance- In long run scenarios, family investor’s
Innovative- Robotech hardware and software impatience and desire to see profits made her afraid
integration ensured seamless completion of to invest in new R&D facility.
surgery with a creation of exact map.
Target Gaps- Multiple areas of the company
First mover’s advantage- initial investment in required investment, sales have sky rocketed but
the R&D ensured company remained ahead of service team was not able to match growing
innovation curve in the initial years. requirements.
SWOT
Analysis
Opportunities Threats

O T
Expansion Possibilities- Huge US Market Competitors- such as Zimmer, Mazor
and Global/developed countries market, robotics.
even after entry of multiple players large
untapped potential presented growth Acquisition- of smaller players by
opportunities companies with better marketing and sales
infrastructure.
PEST Analysis
TECHNOLOGICAL FACTORS POLITICAL FACTORS
Robotech was ahead of the innovation curve in
2014, with almost no competition enjoying 1 st
mover advantage.
04 01 Reimbursement practices move towards bundling model.
And error in forecast. Initial estimate were $40K to $60K,
actual amount received was Appox. $33k.

Mazor entered in the market but its size was not a Shifting of decision from Doctors to administrators.
threat to the Robotech. Competitors were able to Sales staff spent more time in managing sales process
match or undercut the price which led to a backlog and poor service.
Plan to repeal and replace Obamacare.(2016)
PEST
SOCIAL & CULTURAL FACTORS ANALYSIS ECONOMIC ENVIRONMENT
Openness to accept robotic interventions in The US market have a Good potential for medical
Medical surgeries. Doctors were very regarding devices, as age of the residents was increasing and
sharing their concern and challenges in spinal this presented an market size of 360000 surgeries
surgery. annually.

03 02
Also we need to take into account 25% people These surgeries were not concentrated at big
were not satisfied with the results. hospitals even smaller hospitals performed 75 to 85
surgeries per year.
PORTER’S 5 Forces
Bargaining power of the Buyer: Low Threat Of New Entrances: High
It is evident firm is in strong position because the kind of We could see that robotech was struggling to keep its market share,
margin’s enjoyed by the firm are at a very high end. profitability and innovation propensity ahead of its competitors.

Industry Rivalry : High Threat of Substitues: High Bargaining Power of Supplier: High
Lucrative market created high competition, Non industry players such as Google joining hands with High price paid to the suppliers as licensing fee for the software we
many new players entered into the market Pharma players. It provided best of both worlds and can notice that from the balance sheet.
with an education how to excel by learning competitive advantage in terms of technology and
from the failures of previous companies . experience of pharma players for sales and marketing .
THANK YOU!

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