Case Study :

Holding Fast
Should Crescordia launch a
resorbables offering?

Ardi Setiawan - Hanif Manujendro – Rahmat Sutama

 Case Overview

The CEO of Cresordia is trying to bring in new resorbable

products, in order to compete with competitors, however
not all the key stakeholders agree.

 Company : Crescordia

 Business : Medical Equipment Manufacturer

 Target Market : Orthopedic Surgeon

 Product : Steel and Titanium Implant (Plates, Nails and Screws)

 Sources
Of Political
Change
Economic
Challanges Sociocultural
Technological
Environmental
Legal
 Pressures for Change

 I. Reputation
 II. Satisfy demand
 III. Competitor response
 IV. Cost/profits
 V. Long Term Sustainability
 VI. Short term
 Alternatives

A. Launch the resorbable products into the market

Against:

• 8% failure rate and not free from bugs

• Small launch to test on market

• Legal Implications

For:

• Crescordia has the most advanced technology in the field

• Not launching will waste time and provide competition with advantage

• No safety concerns, just practicality isn’t perfected

 SOLUTION
Launching the resorbables
Technology produced through R&D is
currently leading
Gain back lost clients
Potential to gain larger market share
 1. Energising and instilling a readiness for change

 2. Crafting a vision and setting direction

 3. Leadership commitment and involvement

 4. Reinforcing the message and institutionalising the new behaviours

 IMPLEMENTING

KOTTLER’s 8 Step Model

Thank You