Stryker Corporation Case Study

Decent Essays
EXECUTIVE SUMMARY
COMCAST CORPORATION
Prepared by Michael McCardell

Stryker Corporation is a major player in the medical supplies industry. Since its founding in 1941, Stryker has consistently produced high quality products in three main areas: reconstructive, medical & surgical, and neurotechnology & spine.
Stryker’s success has been a result of the company consistently being able to identify problems, come up with innovative solutions, and set and achieve lofty company goals. Stryker has benefited greatly from people such as former Chairman John Brown. Brown’s goal of achieving 20% annual profit growth has been consistently met for the last 30 years which has helped Stryker attain 6.9% of the medical supplies market.
Stryker’s main strengths
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Stryker can take pride in the fact that for 30 years it has been able to maintain the 20% annual profit growth set by Brown. Increasing profit margins and sales revenue serve as validation for Stryker’s innovative hiring policy focused on relationship building skills. The company can also see vindication of its decentralized marketing efforts which divide marketing into narrow segments and provide funding for each marketing team to become experts in their divisions. Building on these strengths can help Stryker remain a major player in the medical supply …show more content…
Since its founding in 1941, Stryker has consistently produced high quality products in three main areas: reconstructive, medical & surgical, and neurotechnology & spine. This report addresses Stryker’s strengths and weaknesses related to the practice of sales & marketing and offers recommendations for the company moving forward.
Following the example of Stryker Corporation founder, Dr. Homer Stryker, the company has focused on identifying problems, coming up with innovative solutions, and setting lofty company goals. Way back in 1979, Stryker’s (then) Chairman, John Brown, set a goal of achieving 20% annual profit growth (Burns, 2007). For the last 30 years, Stryker has consistently achieved this goal, which has helped Stryker attain 6.9% of the medical supplies market (IBISWorld, 2017).
Stryker’s sales and marketing success can be attributed to three main strengths: a decentralized marketing strategy, a unique employee hiring model, and bargaining ability. However, while Stryker is unarguably a major player in the medical supply industry, the company faces challenges due to two main weaknesses: excess and obsolete inventory and a domestic geographic

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