Analysis of Vitalograph

The non financial aspects of Vitalograph's current position are addressed in a SWOT analysis in this section. Following the SWOT analysis, the current financial status of the company is reviewed.

Vitalograph's strengths include a geographically diverse marketing base. The company has strong market positions in several countries. Another company strength is the tailoring of the organization of the selling function to the characteristics of specific country markets.

A major weakness of the company is a lackluster new product development record. The company's existing products are of good quality and are well received by customers. Nevertheless, complacency in product development could endanger Vitalograph's future. Unsophisticated and all but nonexistent marketing research is also a weakness of the company. The fragmented and relatively highpriced American market offers and opportunity to Vita

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. In fact, the fixed asset turnover ratio in 1990 appears to be one of the highest ever recorded by Vitalograph. The high fixed asset turnover is indicative of a management that is not permitting assets to lie idle. Material inventory turnover also improved in 1990, following an improvement in 1989 over 1988. Profitability. Profitability suffered at Vitalograph in 1990, as the company recorded a small operating loss on sales that translated into a substantial negative return on shareholders' funds. Profitability has been declining at the company since 1987, and represents a major concern. Key Strategic Issues The key strategic issues facing the company are driven by the need to return Vitalograph to profitability. These key issues are product emphasis, geographic market concentration, and production efficiency. Recommended Future Strategies For purposes of clarity, recommended strategies are addressed within the contexts of products, markets, geographic locations, participative structures, and retrenchment. Each of these factors, however, is highly interrelated with each of the other factors in the context of strategy. Products The recommended product strategy for Vitalograph is a continued concentration on spirometry dev
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Approximate Word count = 1227
Approximate Pages = 5 (250 words per page)