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Mediquip S.A. SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

Case Study SWOT Analysis Solution

Case Study Description of Mediquip S.A.


Describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT scanner provides the background for analyzing the dynamics of the buying situation and the salesman's handling of it. The issues raised are: Who are the cast of characters influencing the buying decision? What seems to motivate them? What sales strategy would be appropriate? This is a revised version of an earlier case.

Authors :: Kamran Kashani

Topics :: Sales & Marketing

Tags :: Supply chain, SWOT Analysis, SWOT Matrix, TOWS, Weighted SWOT Analysis

Swot Analysis of "Mediquip S.A." written by Kamran Kashani includes – strengths weakness that are internal strategic factors of the organization, and opportunities and threats that Mediquip Salesman's facing as an external strategic factors. Some of the topics covered in Mediquip S.A. case study are - Strategic Management Strategies, Supply chain and Sales & Marketing.


Some of the macro environment factors that can be used to understand the Mediquip S.A. casestudy better are - – central banks are concerned over increasing inflation, challanges to central banks by blockchain based private currencies, increasing commodity prices, increasing transportation and logistics costs, talent flight as more people leaving formal jobs, increasing inequality as vast percentage of new income is going to the top 1%, supply chains are disrupted by pandemic , cloud computing is disrupting traditional business models, wage bills are increasing, etc



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Introduction to SWOT Analysis of Mediquip S.A.


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University , we believe that protagonist in Mediquip S.A. case study can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Mediquip Salesman's, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Mediquip Salesman's operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of Mediquip S.A. can be done for the following purposes –
1. Strategic planning using facts provided in Mediquip S.A. case study
2. Improving business portfolio management of Mediquip Salesman's
3. Assessing feasibility of the new initiative in Sales & Marketing field.
4. Making a Sales & Marketing topic specific business decision
5. Set goals for the organization
6. Organizational restructuring of Mediquip Salesman's




Strengths Mediquip S.A. | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Mediquip Salesman's in Mediquip S.A. Harvard Business Review case study are -

Innovation driven organization

– Mediquip Salesman's is one of the most innovative firm in sector. Manager in Mediquip S.A. Harvard Business Review case study can use Clayton Christensen Disruptive Innovation strategies to further increase the scale of innovtions in the organization.

Highly skilled collaborators

– Mediquip Salesman's has highly efficient outsourcing and offshoring strategy. It has resulted in greater operational flexibility and bringing down the costs in highly price sensitive segment. Secondly the value chain collaborators of the firm in Mediquip S.A. HBR case study have helped the firm to develop new products and bring them quickly to the marketplace.

Low bargaining power of suppliers

– Suppliers of Mediquip Salesman's in the sector have low bargaining power. Mediquip S.A. has further diversified its suppliers portfolio by building a robust supply chain across various countries. This helps Mediquip Salesman's to manage not only supply disruptions but also source products at highly competitive prices.

Ability to recruit top talent

– Mediquip Salesman's is one of the leading recruiters in the industry. Managers in the Mediquip S.A. are in a position to attract the best talent available. The firm has a robust talent identification program that helps in identifying the brightest.

Successful track record of launching new products

– Mediquip Salesman's has launched numerous new products in last few years, keeping in mind evolving customer preferences and competitive pressures. Mediquip Salesman's has effective processes in place that helps in exploring new product needs, doing quick pilot testing, and then launching the products quickly using its extensive distribution network.

Analytics focus

– Mediquip Salesman's is putting a lot of focus on utilizing the power of analytics in business decision making. This has put it among the leading players in the industry. The technology infrastructure suggested by Kamran Kashani can also help it to harness the power of analytics for – marketing optimization, demand forecasting, customer relationship management, inventory management, information sharing across the value chain etc.

Ability to lead change in Sales & Marketing field

– Mediquip Salesman's is one of the leading players in its industry. Over the years it has not only transformed the business landscape in its segment but also across the whole industry. The ability to lead change has enabled Mediquip Salesman's in – penetrating new markets, reaching out to new customers, and providing different value propositions to different customers in the international markets.

Superior customer experience

– The customer experience strategy of Mediquip Salesman's in the segment is based on four key concepts – personalization, simplification of complex needs, prompt response, and continuous engagement.

Effective Research and Development (R&D)

– Mediquip Salesman's has innovation driven culture where significant part of the revenues are spent on the research and development activities. This has resulted in, as mentioned in case study Mediquip S.A. - staying ahead in the industry in terms of – new product launches, superior customer experience, highly competitive pricing strategies, and great returns to the shareholders.

Organizational Resilience of Mediquip Salesman's

– The covid-19 pandemic has put organizational resilience at the centre of everthing that Mediquip Salesman's does. Organizational resilience comprises - Financial Resilience, Operational Resilience, Technological Resilience, Organizational Resilience, Business Model Resilience, and Reputation Resilience.

Diverse revenue streams

– Mediquip Salesman's is present in almost all the verticals within the industry. This has provided firm in Mediquip S.A. case study a diverse revenue stream that has helped it to survive disruptions such as global pandemic in Covid-19, financial disruption of 2008, and supply chain disruption of 2021.

Sustainable margins compare to other players in Sales & Marketing industry

– Mediquip S.A. firm has clearly differentiated products in the market place. This has enabled Mediquip Salesman's to fetch slight price premium compare to the competitors in the Sales & Marketing industry. The sustainable margins have also helped Mediquip Salesman's to invest into research and development (R&D) and innovation.



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Net Promoter Score



Weaknesses Mediquip S.A. | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Mediquip S.A. are -

High dependence on star products

– The top 2 products and services of the firm as mentioned in the Mediquip S.A. HBR case study still accounts for major business revenue. This dependence on star products in has resulted into insufficient focus on developing new products, even though Mediquip Salesman's has relatively successful track record of launching new products.

Low market penetration in new markets

– Outside its home market of Mediquip Salesman's, firm in the HBR case study Mediquip S.A. needs to spend more promotional, marketing, and advertising efforts to penetrate international markets.

Compensation and incentives

– The revenue per employee as mentioned in the HBR case study Mediquip S.A., is just above the industry average. Mediquip Salesman's needs to redesign the compensation structure and incentives to increase the revenue per employees. Some of the steps that it can take are – hiring more specialists on project basis, etc.

High operating costs

– Compare to the competitors, firm in the HBR case study Mediquip S.A. has high operating costs in the. This can be harder to sustain given the new emerging competition from nimble players who are using technology to attract Mediquip Salesman's 's lucrative customers.

Slow decision making process

– As mentioned earlier in the report, Mediquip Salesman's has a very deliberative decision making approach. This approach has resulted in prudent decisions, but it has also resulted in missing opportunities in the industry over the last five years. Mediquip Salesman's even though has strong showing on digital transformation primary two stages, it has struggled to capitalize the power of digital transformation in marketing efforts and new venture efforts.

Aligning sales with marketing

– It come across in the case study Mediquip S.A. that the firm needs to have more collaboration between its sales team and marketing team. Sales professionals in the industry have deep experience in developing customer relationships. Marketing department in the case Mediquip S.A. can leverage the sales team experience to cultivate customer relationships as Mediquip Salesman's is planning to shift buying processes online.

Increasing silos among functional specialists

– The organizational structure of Mediquip Salesman's is dominated by functional specialists. It is not different from other players in the Sales & Marketing segment. Mediquip Salesman's needs to de-silo the office environment to harness the true potential of its workforce. Secondly the de-silo will also help Mediquip Salesman's to focus more on services rather than just following the product oriented approach.

High cash cycle compare to competitors

Mediquip Salesman's has a high cash cycle compare to other players in the industry. It needs to shorten the cash cycle by 12% to be more competitive in the marketplace, reduce inventory costs, and be more profitable.

Skills based hiring

– The stress on hiring functional specialists at Mediquip Salesman's has created an environment where the organization is dominated by functional specialists rather than management generalist. This has resulted into product oriented approach rather than marketing oriented approach or consumers oriented approach.

Employees’ incomplete understanding of strategy

– From the instances in the HBR case study Mediquip S.A., it seems that the employees of Mediquip Salesman's don’t have comprehensive understanding of the firm’s strategy. This is reflected in number of promotional campaigns over the last few years that had mixed messaging and competing priorities. Some of the strategic activities and services promoted in the promotional campaigns were not consistent with the organization’s strategy.

Ability to respond to the competition

– As the decision making is very deliberative, highlighted in the case study Mediquip S.A., in the dynamic environment Mediquip Salesman's has struggled to respond to the nimble upstart competition. Mediquip Salesman's has reasonably good record with similar level competitors but it has struggled with new entrants taking away niches of its business.




Opportunities Mediquip S.A. | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities highlighted in the Harvard Business Review case study Mediquip S.A. are -

Using analytics as competitive advantage

– Mediquip Salesman's has spent a significant amount of money and effort to integrate analytics and machine learning into its operations in the sector. This continuous investment in analytics has enabled, as illustrated in the Harvard case study Mediquip S.A. - to build a competitive advantage using analytics. The analytics driven competitive advantage can help Mediquip Salesman's to build faster Go To Market strategies, better consumer insights, developing relevant product features, and building a highly efficient supply chain.

Lowering marketing communication costs

– 5G expansion will open new opportunities for Mediquip Salesman's in the field of marketing communication. It will bring down the cost of doing business, provide technology platform to build new products in the Sales & Marketing segment, and it will provide faster access to the consumers.

Redefining models of collaboration and team work

– As explained in the weaknesses section, Mediquip Salesman's is facing challenges because of the dominance of functional experts in the organization. Mediquip S.A. case study suggests that firm can utilize new technology to build more coordinated teams and streamline operations and communications using tools such as CAD, Zoom, etc.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Mediquip Salesman's can use these opportunities to build new business models that can help the communities that Mediquip Salesman's operates in. Secondly it can use opportunities from government spending in Sales & Marketing sector.

Use of Bitcoin and other crypto currencies for transactions

– The popularity of Bitcoin and other crypto currencies as asset class and medium of transaction has opened new opportunities for Mediquip Salesman's in the consumer business. Now Mediquip Salesman's can target international markets with far fewer capital restrictions requirements than the existing system.

Manufacturing automation

– Mediquip Salesman's can use the latest technology developments to improve its manufacturing and designing process in Sales & Marketing segment. It can use CAD and 3D printing to build a quick prototype and pilot testing products. It can leverage automation using machine learning and artificial intelligence to do faster production at lowers costs, and it can leverage the growth in satellite and tracking technologies to improve inventory management, transportation, and shipping.

Harnessing reconfiguration of the global supply chains

– As the trade war between US and China heats up in the coming years, Mediquip Salesman's can build a diversified supply chain model across various countries in - South East Asia, India, and other parts of the world. This reconfiguration of global supply chain can help, as suggested in case study, Mediquip S.A., to buy more products closer to the markets, and it can leverage its size and influence to get better deal from the local markets.

Reconfiguring business model

– The expansion of digital payment system, the bringing down of international transactions costs using Bitcoin and other blockchain based currencies, etc can help Mediquip Salesman's to reconfigure its entire business model. For example it can used blockchain based technologies to reduce piracy of its products in the big markets such as China. Secondly it can use the popularity of e-commerce in various developing markets to build a Direct to Customer business model rather than the current Channel Heavy distribution network.

Creating value in data economy

– The success of analytics program of Mediquip Salesman's has opened avenues for new revenue streams for the organization in the industry. This can help Mediquip Salesman's to build a more holistic ecosystem as suggested in the Mediquip S.A. case study. Mediquip Salesman's can build new products and services such as - data insight services, data privacy related products, data based consulting services, etc.

Building a culture of innovation

– managers at Mediquip Salesman's can make experimentation a productive activity and build a culture of innovation using approaches such as – mining transaction data, A/B testing of websites and selling platforms, engaging potential customers over various needs, and building on small ideas in the Sales & Marketing segment.

Reforming the budgeting process

- By establishing new metrics that will be used to evaluate both existing and potential projects Mediquip Salesman's can not only reduce the costs of the project but also help it in integrating the projects with other processes within the organization.

Leveraging digital technologies

– Mediquip Salesman's can leverage digital technologies such as artificial intelligence and machine learning to automate the production process, customer analytics to get better insights into consumer behavior, realtime digital dashboards to get better sales tracking, logistics and transportation, product tracking, etc.

Better consumer reach

– The expansion of the 5G network will help Mediquip Salesman's to increase its market reach. Mediquip Salesman's will be able to reach out to new customers. Secondly 5G will also provide technology framework to build new tools and products that can help more immersive consumer experience and faster consumer journey.




Threats Mediquip S.A. External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats mentioned in the HBR case study Mediquip S.A. are -

Aging population

– As the populations of most advanced economies are aging, it will lead to high social security costs, higher savings among population, and lower demand for goods and services in the economy. The household savings in US, France, UK, Germany, and Japan are growing faster than predicted because of uncertainty caused by pandemic.

Environmental challenges

– Mediquip Salesman's needs to have a robust strategy against the disruptions arising from climate change and energy requirements. EU has identified it as key priority area and spending 30% of its 880 billion Euros European post Covid-19 recovery funds on green technology. Mediquip Salesman's can take advantage of this fund but it will also bring new competitors in the Sales & Marketing industry.

Instability in the European markets

– European Union markets are facing three big challenges post Covid – expanded balance sheets, Brexit related business disruption, and aggressive Russia looking to distract the existing security mechanism. Mediquip Salesman's will face different problems in different parts of Europe. For example it will face inflationary pressures in UK, France, and Germany, balance sheet expansion and demand challenges in Southern European countries, and geopolitical instability in the Eastern Europe.

Learning curve for new practices

– As the technology based on artificial intelligence and machine learning platform is getting complex, as highlighted in case study Mediquip S.A., Mediquip Salesman's may face longer learning curve for training and development of existing employees. This can open space for more nimble competitors in the field of Sales & Marketing .

High level of anxiety and lack of motivation

– the Great Resignation in United States is the sign of broader dissatisfaction among the workforce in United States. Mediquip Salesman's needs to understand the core reasons impacting the Sales & Marketing industry. This will help it in building a better workplace.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Mediquip Salesman's can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate prominent markets illustrated in HBR case study Mediquip S.A. .

New competition

– After the dotcom bust of 2001, financial crisis of 2008-09, the business formation in US economy had declined. But in 2020 alone, there are more than 1.5 million new business applications in United States. This can lead to greater competition for Mediquip Salesman's in the Sales & Marketing sector and impact the bottomline of the organization.

Easy access to finance

– Easy access to finance in Sales & Marketing field will also reduce the barriers to entry in the industry, thus putting downward pressure on the prices because of increasing competition. Mediquip Salesman's can utilize it by borrowing at lower rates and invest it into research and development, capital expenditure to fortify its core competitive advantage.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Mediquip Salesman's business can come under increasing regulations regarding data privacy, data security, etc.

Shortening product life cycle

– it is one of the major threat that Mediquip Salesman's is facing in Sales & Marketing sector. It can lead to higher research and development costs, higher marketing expenses, lower customer loyalty, etc.

Stagnating economy with rate increase

– Mediquip Salesman's can face lack of demand in the market place because of Fed actions to reduce inflation. This can lead to sluggish growth in the economy, lower demands, lower investments, higher borrowing costs, and consolidation in the field.

Regulatory challenges

– Mediquip Salesman's needs to prepare for regulatory challenges as consumer protection groups and other pressure groups are vigorously advocating for more regulations on big business - to reduce inequality, to create a level playing field, to product data privacy and consumer privacy, to reduce the influence of big money on democratic institutions, etc. This can lead to significant changes in the Sales & Marketing industry regulations.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry in the industry are lowering. It can presents Mediquip Salesman's with greater competitive threats in the near to medium future. Secondly it will also put downward pressure on pricing throughout the sector.




Weighted SWOT Analysis of Mediquip S.A. Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers in the HBR case study Mediquip S.A. needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of the case study Mediquip S.A. is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of the Harvard case study Mediquip S.A. is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of Mediquip S.A. is to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Mediquip Salesman's needs to make to build a sustainable competitive advantage.



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