Growth strategy for a battery supplier to the implantable medical device market

This project develops strategic recommendations for the growth of the Eaglepicher (EP) Medical Energy Products (MEP) group - a battery supplier to Implantable Medical Device (IMD) manufacturers. The analysis evaluates the key external competitive forces of the battery industry and finds the IMD market to be most attractive. The internal characteristics of the firm are examined using industry benchmarking and a value chain analysis. The current strategy is examined by integrating the external and internal analyses, and a rationale for future strategy is developed. A balanced scorecard approach is utilized to evaluate market alternatives using EP's decision-making criteria. This leads to the key market level recommendation of pursuing the neurostimulator market segment within the IMD industry. At the business level, the MEP group is constrained by cash flow, so it is recommended that EP seek a source of external financing to facilitate pursuit of this market segment.