Erik Peterson at Biometra (A) Case Study Analysis
Alternative 2: Changing Management Hierarchy
The management of the organization should be changed, in order to meet the requirements of the company as well as the launch’s.
Recommendations
There is a number of problems in the launch of the catheter, and in the other areas of SciMat as well. The organization needs to change the upper and lower level management, as the mangers of each levelhave failed to be helpful for Peterson. Top management did not give him the reporting structure of launch, because they did not have any launching experience. Besides this, five of his lower level manages were not eligible problem being faced by Peterson. The cost of production is high, so outsourcing from Costa Rican facilities is not just a better option butalso an attractive choice for the company, because of the low labor and other costs. Moreover, the research methods should not be limited to KOL, because sometimes KOL are not ready to provide their feedbacks about the new experiment,so there should be there some other research collecting methods to have feedback.
Implementation
As a talented young person; Peterson has the potential, but he lacks experience and is unable to make firm and solid decisions for the company. This has been a major inability of Peterson, as he is not able to manage the critical situations, which is a major weakness in being a leader. Therefore, Green guided him to work on his inabilities, as he has the potential to grab the opportunities in various forms,and to succeed as well. However, he needs to develop leadership qualities in himself. The firm needs to consider the recommendations.
Exhibits
Exhibit 1: Vrio Analysis
| Resource/capability | Value | Rarity | Imitability | Organization | Comments |
| Product Features | Yes | Yes | Yes | Yes | This is the completive advantage for the organization. |
| Financial Resources | Yes | No | Yes | No | This is competitive disadvantage as their rivals have more financial recourses. |
| Technology | Yes | Yes | Yes | Yes | SciMat has the new techniques for better production. |
Exhibit 4: Alternative Solutions
| Alternatives | Names | Pros | Cons |
| Alternative 1 | Changing Marketing Strategy | · Sales growth
· Brand Recognition. · Cost saving. |
· High promotion cost
· Proper research |
| Alternative 2 | Changing Management Hierarchy | · Clear line Authority.
· Required Results. |
· Centralization
· Communication Barriers.
|
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