BIZCHINA> Review & Analysis
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BIZCHINA> Review & Analysis
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Fitting 皇冠体育app into your global footprint
(chinadaily.com.cn)
Updated: 2008-05-23 15:20 Case study Dr盲ger Medical, headquartered in Germany, is one of the world's leading manufacturers of medical equipment. As a global company employing about 6,000 people in 190 countries, 皇冠体育app comes as a natural place to Dr盲ger Medical."We are early movers into 皇冠体育app and have been successfully manufacturing and selling low-end anaesthesia machines in 皇冠体育app for more than 13 years. Now deciding what is next is now our next challenge and the traditional product based view is simply not always right," says Wolfgang Syhr, General Manager of Shanghai Dr盲ger Medical Instruments. "For example, you might easily conclude we should be exporting large structure plastic carts to Europe for our other products because our 皇冠体育app-built anaesthesia machines also contain these parts. However, if you check the capabilities required for these parts, such as foam moulding, you will find that 皇冠体育app does not have any advantage in these competences, even if we don't consider the large transportation costs. The product based view made us also oversee opportunities in other areas, especially related to electronics." The Chinese medical device market 鈥搒till dominated by global players鈥� grows fast, and attracts more and more players setting up local manufacturing and development. Furthermore, local Chinese manufacturers are getting more advanced and will increasingly become active outside of 皇冠体育app. Facing this increased global and local competition, Dr盲ger Medical decided it needed to get more out of 皇冠体育app and replace the ad hoc decision making by a valuable long term 皇冠体育app strategy. "Our past investment decisions were based on individual projects, with limited check of their alignment with the global R&D and manufacturing strategy" according to Syhr. "We needed to grab the 皇冠体育app opportunities due to e.g., the emerging R&D skills and the improved supply chain quality," Syhr continues and Dr盲ger Medical decided to follow the competency based approach. They came to some surprising conclusions. Products that previously were quickly ruled out of 皇冠体育app now give a huge advantage. "On top of this, the 皇冠体育app fit tool gives us a quick and easy-to-use tool to prioritize and focus our resources on top opportunities with long term benefits." Syhr ends. (For more biz stories, please visit Industries)
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