Introduction

Given Imaging is a technology pro company dealing in the manufacturingofthe cameras to be implanted in the missiles and other security devices on governmentlevel. However, in 1998m, the company diverged its focus from missile industry to healthcare industry and started the manufacturing of small swallowing camera capsules, used to treat the disses of the small intestine through rightprojector of the intestinal images.

The companythrough the particularinnovation enteredinto a newmarket and captured the opportunitysince no other player has been producing suchdevices and there has been a market gappresent. The functioning of the camera included a swallowing camera capsule that would reach to the small intestine of the patient and send in 20 min projection movie to the doctor.The cell remains active till 8 hoursand then excrete through digestive channel. Thepartial innovation and disruption in market proved to be successful since in the previous time (before the invention), there had been no proper diagnosissystem to identify the disease of intestinal walls and required surgery and trial and error technique to identify the right portion of the intestine tumor.
Given Imaging’s Camera Pill Harvard Case Solution & Analysis

In addition, since the company has been an early entrantin thehealthcare machineand diagnosis industry, it faced server competition from the developed companies like Fuji holdings and Olympus, which have the resources and the expertise to develop thesimilar camera eye capsule in the market, posing high threat to the company.

Lastly, since the product has been newly introduced in the company, it remains exposed to low adoption and acceptability due to low knowledge of the outcomes and the results it has produced.Infact, the major problem occurred with the training and developmentof the physicians to use the product and to understand the reading has acquired though the camera.

Analysis

Industry Analysis

Porter 5 forces Model

Bargaining Power of the Buyer

The Bargaining power of the buyer is low in the market. It is becauseGiven Imaging has entered in the blue oceans by producing such camera that can be swallowed likecapsule and can send the continuesimaging for 200 minutes.The innovation of such camera reduced or mitigated the need for endoplasmic o surgery. In addition, due to disruptive nature of theproduct, it faced no directcompetition, the doctors and healthcare found no other substitutesofthetechnology, hence the bargaining power of the buyer remainedlow. Inaddition, the high demand andthe capturing of the market gap also reduced the bargaining power of the buyers on the company.

Bargaining Power of supplier

The bargaining power of the supplier also remained low in the market. It is because the company produces the camera and such technology through its own backward integrated operation. It manufactures designsand prepares the camera in house,reducing the dependency of the company on supplier.

In addition, since the company offered a unique offering in the market that has been highly needed due to inadequate result formation by the prior processes, it reduced the supplier power on the company since the demandraised and outnumber the supply...........................

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