EMI and the CT Scanner Case Study

Joanna Ross

Kennesaw State University

MKTG 4476

Professor Van Esch

October 21, 2021

Q1: What is EMI’s SCA?

EMI’s sustainable competitive advantage is that they have a strong research and

development group which put EMI in a strong technological position and gives them a good

reputation, they were also the first on the scanner market for four years before having any

competition. EMI got the advantage of having the whole medical market to themselves for four

whole years before they had competition come in. By the time the competition came in with a

more upgraded version of the CT scanner, EMI was already working on theirs and it was already

faster, better quality, and more of a rotation for the gantry. Having been out on the medical

market for four years before anyone else, they were able to make a name for themselves, build

a reputation. When their competitors brought out their scanners, “EMI promised to upgrade

without charge the first-generation equipment already purchased by its established customers.

Q2: What is the core strategic problem facing EMI?

The core strategic problem EMI faces is technology is always evolving and EMI

developed a reputation for arrogance in parts of the medical profession, and competition.

Sometimes it can be hard to keep up with technology, especially when you’ve done everything

that you can do for a product technology wise. Competition will always be out there, and

someone will be better than you in one way or the other. Since EMI has a reputation for

arrogance in parts of the medical field, some hospitals or private practices may not want to do

business with them, causing them to lose potential customers before having the chance to try

because of their arrogance reputation.

Q3: What should they do?

 EMI should work on their reputation because word of mouth travels fast, be on top of

technology, and get a patent. EMI should work on keeping their arrogance in check, not many

people like to support businesses that think like that. Maybe they can work on their customer

service, show that they care about the people and not just the money. They can try and be on

top of technology like they are already, but they might soon run out of ideas. They can try to

bring in someone new for ideas, or even partner up with someone. To try and get rid of

competitors, what they should have done from the beginning, get a patent.