Synthes is a leading producer of metallic implants used by orthopedic surgeons for bone injuries. As the market leader, Synthes faces two main issues: the current and future competitive landscape, as well as the new technology of bioresorbable material technology and issues surrounding the current generations of bioresorbable implants. Composed of big players, specialists, and potential entrants, the competitive landscape of the industry poses a significant threat to Synthes. The greatest threat is Johnson and Johnson due to its strong sales force, which gives it 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 second generation of bioresorbable technology. Although J&J is a threat in its ability to develop and market contemporary bioresorbable technology, this also presents an …show more content…
Its stronger, lighter, and cheaper third generation products can quickly outshine those of its competitors. The third generation of bioresorbables also has more versatile uses, since the stronger product allows doctors to use it for applications other than pediatrics and small bones. The company would be limited to those applications if it focused on only marketing the second-generation technology. A main concern with focusing on R&D for the third generation is that the technology is 5 years underdeveloped. In the time it takes to develop and market the third generation of bioresorbables, competitors can take advantage of Synthes’ absence and effectively market their products and gain the trust of hospitals. On the other hand, if the second generation of technology continues to have high failure rates, this could result in doctors losing trust in Synthes’ competition and present an opening for Synthes’ third generation technology to regain doctors’