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ID number:481691
Published: 07.12.2010.
Language: English
Level: College/University
Literature: 11 units
References: Used
Table of contents
Nr. Chapter  Page.
1.  Information about the Company    4
1.1.  Basic Information about the Company    4
1.2.  Mission    4
1.3.  Company’s Goals    4
1.4.  Keys to success    5
1.5.  Financial needs    5
2.  Company’s Products    5
2.1.  Product Description    6
2.2.  Sourcing    6
2.3.  Bionic Technology by Össur    6
2.4.  Intellectual Property Protection    7
3.  Market Analysis    7
3.1.  Industry Analysis    7
3.2.  Market Segmentation    8
3.3.  Competitive comparison    9
3.4.  Buying Patterns    9
4.  Strategy and Implementation Summary    11
4.1.  Marketing Strategy    11
4.2.  Promotion Strategy    11
4.3.  Pricing Strategy    11
4.4.  Sales Strategy    12
5.  Management Summary    12
5.1.  Organizational Structure    12
5.2.  Management Team    12
5.3.  Personnel Plan    13
6.  Risk analysis    13
6.1.  Threats    13
6.2.  Opportunities    14
7.  Financial Plan    15
7.1.  Important Financial Assumptions    15
7.2,  Key Financial Indicators    16
7.3.  Business Ratios    16
8.  Literature    19

Fueled by a determination to seek out and seize new opportunities, Össur’s mission is simply „to improve people's mobility”. Company’’s vision is to become the leading company in its field, exceeding the expectations of its customers and maintaining a strong focus on continuous improvement.1
Össur’s products have a dramatic impact on people’s quality of life. Whether they are military heroes or Paralymic athletes using prosthetics, or people using a knee brace to get back to their daily life, those people inspire Össur to go further and toward improving people’s mobility through the delivery of innovative technologies within the fields of bracing and support products, prosthetics and compression therapy.
Company’s Goals
The main objectives of Össur for the year 2011 are as follows:
1.To win low interest loan from the Investment bank totaling USD 6 million;
2.To acquire the Chinese subsidiary of Styker Company in Suzhou in order to establish production in China;
3. To achieve a higher increase in sales in Asian orthopedic market by the end of the year 2011;
4.To lower production costs in China comparing with the production costs in Iceland, Gibaud .
Keys to success
The keys to success for Össur that is directly attributable to the Company's strengths are as follows:
Strong brand name. Within the orthopaedics industry, Össur’s brand name is associated with quality and innovation, and strongly attached to its products;
High quality products. Össur operates a strict and effective quality control system, meeting all ISO 9001 and ISO 13485 requirements.2
Innovative new products. Each year Össur invests a significant amount of money in Research and Development, Company also has highly productive relationships with universities and research partners worldwide. …

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