Introduction ²Future Scenario
DM need to change its operation strategy as it shifting its focus from Clinicsto clinics plus consumer markets.
The primary dilemma DMI faces is how to satisfy the new direct consumer market without shunning their existing base market.
The consumers value cost and speed, whereas the clinics valuedependability and flexibility.
DMI is also very deliberate in developing their products to the market. For example, it takes DMI over three years to develop a new base model. Inorder to adapt to evolving consumer demands, they¶ll need to reduce thoseintervals to under 12 months.
In pursuing the growing consumer market, DMI must become more agile inits product development and delivery.