Team 6 Case Analysis - Team 6 Bus 300 Professor Trapido...

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Team 6 11/8/2016 Bus 300 Professor Trapido Erik Peterson Case Writeup Biometra is one of five recent acquisitions made by the company SciMat, whose main focus is producing peripheral vascular devices, more commonly known as catheters. Based in the Boston suburb of Woburn, they are known for being an innovative company, with deep expertise in material science research. They’ve traditionally competed in the consumer and industrial segments with a wide range of products including adhesives, insulation, alloys, plastics and composites. The industry of creating new medical devices is fast growing and increasingly lucrative. This makes Biometra’s job of launching their first product even harder since their prospective clients are respected doctors, who have many companies vying for the their favor in regards to different products. These doctors, known as Key Opinion Leaders (KOL’s), were initially extremely excited about the launch of the new catheters. The Biometra team was under a lot of pressure with their initial launch of the product. Any delays or failures were not taken well by the KOL’s, as it brought negative impact to the credibility of the company. At the same time, Biometra had targeted one hundred of the leading peripheral vascular surgeons in the world for their initial launch to test the product.
SciMat had different experts in key management roles to help troubleshoot any breakdowns in the process of launching the product. Richard Jenkins, President of the Medical Devices Group and cofounder of SciMat, knew that he had to find the right person to juggle all the problems that where slowing down the launch of new products. Erik Peterson, a recent addition to SciMat, he had just finished his MBA before signing on to the position of Production Manager overseeing the sales and marketing of the new Biometra product. After touring the company and getting the lay of the land for the first two months, Erik suddenly found himself promoted to Acting General Manager. The Vice President that was in the position to oversee the launch had left to join a startup company. Many other core business managers left Biometra soon after, pushing back the initial launch date they were aiming for. This left a large vacuum in the management chain that SciMat was anxious to fill with competent people as soon as possible, in order to keep the launch running smoothly.

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