Running Head: GDR VERSUS KODAK- BART FILM SCANNER
GDR VERSUS KODAK- BART FILM SCANNER
GDR VERSUS KODAK- BART FILM SCANNER
Introduction
The case is desired to focus on the manner in which people are to solve the resistance that is experienced by the internal company or hindrances that are as a result of partnering with an OEM partner which is in possession of complementary strength. In the attempt of looking for a strategic partner, some companies are in the habit of looking for technical skills; however one also has to look into the way of life of the partner of culture . The most suitable audiences for this case are students who have attained graduate degrees in MBA, executive MBA, online and executive education programs in operating the operation of the new product among others. Moreover, juniors and seniors students in undergraduate programs are potential beneficiaries.
GDR the phases and gates that are present at GDR are able to provide guidance to projects, the morale that drove the company success has now faded away from the organization. The principles of the organization are in the attempt of bringing back the will that was there initially, as they do much to commercialize the Bart scanner and lengthen its life time of the film.
Summary
The emergence of technology has brought with it a wide range of problems as well as opportunities in product innovation and development as well as the internal company communication system. In the dental imaging arena, the changes from analog to digital technologies occurred. Certain products were required so as to make the changes to be successful. Georginelli Dental Research (GDR) gripped a rigid position in the market position that could have gotten depleted while the industry was transforming from film to digital imaging. The manager of the company Angelo Bella being assisted by the initial equipment manager, B.T Wang had advanced a product that composed a code termed to as Bart to simplify the shift. However, initial efforts at advancing the same products were not successful. Angelo and B.T. had to sort out the negativity and cynicism to market the products.
The case focuses on several issues among them:
a. The entrepreneurial companies and the business strategies that they have applied as well as the processes that they have in place to focus on the requirements of the shareholders, staff and clients.
b. The effects that the strategies and procedures of the commercial organization have on handling the requirements of the clients, shareholders and staff.
c. The task that is performed by each individual person in making the business procedures and norms succeed so as to elevate the period to market.
History
The Georginelli Dental Research (GDR) was an agile entrepreneurial company that was globally known with production facilities in US, as well as wide marketing regions that offered the much needed support to other countries. The company made use of film technology and was one of the small companies that were determined to establish a better design in terms of the selection criteria that involved: An initial experience with the supplier and beneficial initial performance, complexity of the quality system, the capability to adhere to the capacity needs, timely delivery, financial and technical support, the desire to get involved in partnering among others.
In the event that the OEMs issued quotes, financial reports are set to be acquired via Dun & Bradstreet or other public statements. OEM was willing to partner with GDR after assessing its quality. After a certain period of time, two weeks, after issuing the RFQs, the OEMs had the desire to work with GDR. Some of them opted for a face to face encounter so as to develop an understanding of the specifications then thereafter to complete the quotes. With the size of duties that are available as well as the GDR’s global reputation for a greater reputation of imaging. Turner was on the leading and made arrangements for the engineer, Bella, to make visits to OEM to assess the specification and beginning the qualifying process.
SWOT Analysis
Strength
GDR incorporates phases-and gates procedures which are intended to issue guidance to projects. The company also had in itself a spirit that drove the company to success. GDR was a company that created, processed and sold the leading-edge dental goods for the purpose of applying them in dental offices as well as education and research offices.
The team that worked in the company, GDR had a clear set of mind and efficient which the satisfaction of the client was the most important thing . The commercialization of GDR was of a global standard composing of five phases and gates.
The company has the best technique of selecting the supplier that was based on the financial stability, technical support, initial experience and willingness to be involved as a partner among others.
Weakness
A major challenge to the Bart project was the initial unsuccessful efforts made by several teams at GDR to introduce a cheaper though quite profitable dental film scanner. Bella’s managers were involved in this form of failure, or just did not do enough to help the situation.
Another weakness is the creation of the scanners and their introduction in a period of lesser than a year was seen as a challenge in comparison to the establishment of a prototype. Moreover, there was pressure that was beginning to pile up on the Bart team in the event of dental film introduction. Similarly, the company has experienced a decline in the high-margin film sale. The GDR Company which had experienced a high level of spirit and brought it to success has since declined from the enterprise.
Opportunity
The introduction of the Bart film was set to bring forth the desired line of dental films and was aimed at creating the desired cash so as to enable the accomplishments for the future of the digital items.
The Chicago Midwinter Dental Show provided the best opportunity for the team that was working with Bella to bring forth new products. Bella did much to commercialize the scanners with the assistance of a foreign colleague and establish the product in the dental industry in this trade show. This opportunity was set to go hand in hand with the coming to being of a new line of dental films as well as giving GDR the opportunity to create cash for the aim of later digital items.
Threats
The advances in the digital form of the dental imaging, which was far common in other teaching institutions, portrayed an emergence of the use of the digital images for purpose of power point presentation in research and instruction. This posed a threat to the profits of the company which was not dealing mainly in the digital form of imaging.
Responses to questions
Could this group somehow develop a low-cost scanner that could provide a bridge to digital and keep the very profitable film portfolio viable?
The group wanted to bridge the analog to digital through the advancement of low-cost scanners. This group led by Bella did face challenges that would hinder the achieve this. Even though the group that worked with Bella was part of past misfortunes of the company or they never had the belief in them to design something that was cheap and later had to remove these memories from the team that presented a huge stumbling block, Bella could bridge the gap to digital. This would be possible with the assistance of an experienced external partner that would help to launch the product at a trade show. To achieve this, Bella’s team had to work harder to beat the period that was set for the launch. Its launch would enable the generation of the needed money for other digital generation.
Recommendations for this to be accomplished is that Bella had to make use of his available labour to make the switch to digital a success; the external partner was an added experience that would steer the team to success. The reason for this is that acquiring a new set of staff to do the transition was an added cost for the while project hence going against the goal to be a profitable.
Each staff member is supposed to be well organized to achieve the set date of launch; it is through this that timely attainment of the set date of the launch.
“How can the Bart team meet time-to-market and cost goals, and prove to management that it could succeed where the others failed?”
The Bart team was set to meet the time-to-market and cost objective through the introduction of high-margin products and a set vision . This would be possible if the team made experimental approaches through new imaging techniques with the assistance of other partners in addition to skilled employees.
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For instance, the partnership with DIS created a better connection to create a prototype with the help of Bart in transforming its resources.
In addition to this, the success of the project for its marketing lay in the hands of good finances. The project required appropriate financial support to provide the much needed resources on time so that the skilled staff would do their work efficiently.
How could a partnership between GDR and DIS be successful?
The partnership’s success was a possible thing, in the sense that DIS was in a position to establish a prototype with a connection from Bart through changing its resources and making it be available in a set period. The partnership was set to elevate GDR’s reputation.
Conclusion
GDR was an entrepreneurial company that was undergoing changes in its scanner. Vital consideration was set to be made in the staff, managerial capability, partnerships and financial assistance. Though it experienced a wide range of challenges in the whole transformation process, the company eventually managed to pick itself through able partnerships and spirit it was able to accomplish its desire. This whole transformation process shows the emergence of new technology in the present industry so as to achieve a growth in the profits.
Recommendations to the company was to establish strong partnerships with other competent partners that would help it grow, moreover, the efficient employment of skilled staff and availability of resources would much to help the company do its activities on time and avoid the challenges that it experienced. This would wholly raise the company’s profit.
Bibliography
Pillittere, Donald A. GDR versus Kodak – Bart Film Scanner (1999).
Schätzl, L. & Revilla J. Technological change and regional development in Europe (2002). Springer, Germany.
Clow, Kenneth E. & Baack, Donald. Cases in Marketing Management (2011). SAGE. London, United Kingdom.
