Digital Microscopy

Elevator Pitch: There is an estimate of 11 percent of growth annual rate between years of 2012 – 20 18 in the market of microscopy which makes it an attractive market for investors to enter in the market. I don’t support the idea of creating own distribution system by the business team. The business team can use the existing labs, technologies, staff and technical experts. But it is good that the business team creates a new sales force and the new sales team should get acquired training so can effectively target different market and new customers. From the case, it can be learned that it is much easier to create new ventures for projects that a company already working in that market. By finding new technologies to create new ways of producing microscopes is a good move for a company to move forward. We have seen similar projects that already implemented for firms such as Microsoft that entered in tablets market with the Surface products and bought the Nokia smart phones business to compete with Apple and other companies.

1. Christensen says that the best way to respond to or create a disruptive product or service is to set up a separate unit to implement the new strategy. Evaluate how well Zeiss implemented their new disruptive strategy. Generally effective  or generally ineffective . Defend your answer

I believe Simon didn’t follow his proposal carefully. First, he should identify the strengths of the disruptive business model. Besides, he should identify the relative benefit as Zeiss identified their capabilities in Research and Development facility with the expert scientist. Therefore Simon has decided to create an autonomous business department to deal with the disruption.

2. What is your assessment of the competition in this new segment? What segment is it?

I believe the new market segment was digital microscopy such as material science and quality assurance and control. The market was competitive since the Japanese companies such as Keyence and Hirox were entering in the life science business with the help of easy-to-use digital microscopes. These microscopes didn’t require expert technical knowledge which made is easy for the Japanese firms to compete.

3. Is the new Zeiss digital microscopy project truly a disruptive technology or is it in fact a sustaining technology? Defend your answer.

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