Holding Fast Case Study Analysis: Crescordia

Akshdeep Cheema

Holding Fast Case Study Analysis

Executive Summary Crescordia is the prominent supplier of medical tools and devices which are various in type including scalpels, artificial body parts, and fixation devices. Crescordia has created a practical program for their products which allows orthopedic surgeons to test out their tools and devices and provide feedback for improvement. This also allows Crescordia to inadvertently influence these orthopedic surgeons to use Crescordia products exclusively. However, due to volatile market demands, Crescordia is facing a potential loss of market share. Surgeons are evidently changing their method of operation from metal tools and devices to resorbable tools and devices such as fixation devices,

As a direct result of their practical outreach program to orthopedic surgeons, Crescordia has positioned itself as the dominant brand to go to. Surgeons refuse to use products other than Crescordia’s because of their reputation and top quality products. However, the changing trend towards using resorbable plates and screws has led to surgeons desiring such products because of their potential for significant results in patient care which Crescordia does not currently offer. Even though the reliability of the technology is dubious, competitors are moving to launch more resorbable offerings. Innostat, a key competitor of Crescordia and an early adopter of resorbables, has just recently taken over three of Crescordia’s major accounts which is a direct threat to their market share. Though there is a changing trend from metal to resorbable, it remains unclear whether or not the resorbable market be successful and whether or not a company should be an early adopter or be a

Consequently, Crescordia delivers top quality products and their customers expect such. Resorbable technology would be a risky investment for Crescordia due to the failure rate being up to eight per cent. Even though their products are clearly superior to those of their competitors, Crescordia hesitates to exploit this opportunity because they risk possible damage to their top-quality brand image. Crescordia must figure out how they can keep their large sales amount, maintain their brand image, and innovate in a manner consistent with changing trends. At a recent meeting between top management members, there was discussion on whether or not Crescordia should dive into the resorbable market or whether they should wait and see how the resorbables market turns out and then possible release an offering if the benefits outweigh the risks. The problem that faces Crescordia in waiting to see is that their R&D department has tried everything besides direct human testing which would help to reduce the failure rate. This however risks their top brand image, therefore their hesitation to dive into an offering of resorbables. Crescordia must find a way to test their resorbable technology in the