Arbeitsgemeinschaft für Osteosynthesefragen

CASE ANALYSIS Synthes 1. Situation Analysis: A. Nature of Demand The products in discussion are ‘bioresorbable’ internal fixation devices. These devices are surgically placed to stabilize broken bones, aiding in allowing the body to heal itself. Internal fixation devices in the past had been made of stainless steel or titanium, but with problems resulting from those permanent devices, an innovative approach is being considered. Bioresorbable implants are a possible replacement to

The competitive landscape of the bioresorbable industry poses a threat for Synthes, as it's composed of big players, specialists, and potential entrants. The biggest threat is Johnson and Johnson, which has a strong sales force which comes them access to doctors and hospitals across the U.S. Furthermore, J&J is a major player in the sports medicine industry, where it takes full advantage of its 2nd generation of bioresorbable technology. Although, J&J is a threat in their ability to develop and market