Javeria Nadeem - 18430 - WACC.docx.docx - Written Case...

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Written Case Analysis Of ALIGN TECHNOLOGY INC. By Javeria Nadeem 18430 Page 0 of 12
Contents Introduction – how it all begins ............................................................................................................. 2 Align Technology Formation .................................................................................................................. 3 How Align Technology works? ............................................................................................................... 3 Target Market Statistics – laying ground on stats basis .......................................................................... 3 Invisalign System ................................................................................................................................... 4 Advantages ........................................................................................................................................ 4 Disadvantages .................................................................................................................................... 4 Critical Case Analysis ............................................................................................................................. 5 NEXT BIG PROBLEM ........................................................................................................................... 5 Stakeholders of the meeting .............................................................................................................. 5 Brainstorming – discussion that took place ....................................................................................... 5 Sales Team: .................................................................................................................................... 5 Marketing Team ............................................................................................................................. 6 Core Problem – ‘built it and they will come strategy’ ............................................................................ 6 What’s Next? – Action Plan ................................................................................................................... 7 Calculations ........................................................................................................................................... 8 Page 1 of 12
Written Case Analysis for Align Technology Inc. Align Technology Inc. is a Harvard Business Case Study widely used in order to examine the challenges of manufacturing mass customization production and maintaining an efficient business through effective supply chain practices. Introduction – how it all begins Align Technology Inc. carried a vision to revolutionized orthodontics, a medical area with extremely slow rate for new technology adoption like any other medical field. Their prime focus was to eliminate the famous ‘ chair-time’ and the highly unrequested ‘ brace-face’. In short four years, two young entrepreneurs, Zia Chishti and Kelsey Wirth, passed out students of Stanford University’s Graduate School of Business, developed a business idea that focused on teeth straightening business industry. Chishti, after spending and investing time to work out over numbers, discovered that this business area was undiscovered with multiple hidden investment opportunities. In the initial stages, Chishti realized that he was solely working on this project and had to cut off his guys friends that were a part of this project. Meanwhile, Chishti invited Kelsey Wirth to be a part of this startup. They both developed great sense of partnership along the course while strengthening their individual positions which played along their contrasting skills. Chishti had always been good with numbers and quantitative skills hence he handled the entire operations and strategy for Align Tech while Wirth knew how to deliver her skills in the field of relationship building and people skills. With the unbeatable combo, these two young entrepreneurs finally were able to launch Align Technology Inc. with the sole purpose to provide a way to invisibly and effectively straighten teeth without metal or ceramic braces or wire . The idea was to offer clear, removable appliance which effectively straightened a patient’s teeth. In these four short years, these young entrepreneurs were able to invent and demonstrate the product for its efficacy to the very skeptical medical community. After successful demonstration, they were able to launch its first commercially accepted product. The company after these two years from their first successful launched product was now aiming for flexibility in growth.

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