Robotech: Storming into the U.S. Market

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ROBOTECH: STORMING INTO THE U.S. MARKET

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Wuddanai Janjrussin

Group 3

"From an ‘organizational strategy’ perspective, what has RoboTech done well and what has it done poorly over the time period from market entry (2014) until now."

February 6, 2018

RoboTech: Storming into the U.S. Market

RoboTech remained a strong market player in 2016 and 2017. The Company initiated its business by targeting the aviation industry and initiated a strong market entry. It leveraged its aviation technology to develop the markets themselves. However, with the passage of time and increasing new entrants in the US markets, the company lost its value proposition, as the new entrants started developing similar products at reduced rates.

Moreover, due to the economic downturn in 2008 and 2009, the aviation industry along with the overall market became stagnant and started facing losses. In such a situation, a major mistake company made in the initial period has been the complacency in addressing the economic issues and its impact on the overall business. Also, it failed to copyright its technology, which enabled the new entrants to imitate the technology and offer similar products at reduced rates.

In addition, during 2014, the company failed to develop a long-term sustainability strategy. In doing so, it failed to address the vernal risks such as increasing competition, changing market trends and effect of new entrants in the market. Moreover, it failed to upscale its technology in the proper industry, making it diluted in the market since it failed to address the related market needs and changing customer dynamics.

However, on the other side, the company made a strong and valuable decision to enter the pharmaceutical industry, by introducing a robotic device capable of aiding in spinal surgery. Such offered the company strong first-mover advantages and allowed it to pursue the blue ocean strategy. Since prior to the establishment of the Spinal robotics, the practitioners used virtual imaging to address the patient’s spinal issues, the development of spinal robot-technology filled the fragmented market and develop a strong value proposition.