MGT502 Business Case Analysis - Assignment Solution

Introduction

MediSys Corp, a U.S based medical device manufacturing company, is investing millions of dollars in to the development of their product IntensCare. IntensCare is a revolutionary product that would be used in the intensive care unit of hospitals and would provide greater access to healthcare through creating electronic databases for patients and allowing multiple physicians and healthcare experts (working in a variety of fields) to become involved and participate in the treatment process. However, the company is under a lot of pressure mainly because two other competitors have announced their decision to launch a similar product and enter MediSys’s market thereby posing a major threat. Art Beaumont has been hired as the new president to tackle the problems and ensure that the IntensCare product is launched by August 2009, a deadline that is severely pressurizing the entire InstensCare team.

Jack Fogel, who has is the senior manager of the team and responsible for proper communication between team members has been dealing with O’Brien (product engineer) who has been having problems and is unwilling to interact with Merz (the marketing manager) as well as with Mukerjee (software design and development) who is having trouble executing his idea of outsourcing the product to Indian firms. Merz wants the product to be modularized since it is essential for marketing the product and ensuring profitable performance, however, the engineering team is under a lot of pressure and cannot afford to modularize the products in the short amount of time remaining. Overall, the entire team is facing various problems ranging from technical ones such as trouble with product design, clinical testing and meeting the deadlines to non-technical ones such as those of lack of proper communication and inefficient group dynamics. The following paper shall identify and assess each of these problems. Furthermore, the paper will offer recommendations through using Organizational Behavior Theories.

Defining the Problem & Organizational Behavior Theories

The IntensCare team is facing numerous problems that unless resolved would leave to long-term negative impact that would significantly affect the product launch as well as the business over the years. The IntensCare team is not only faced with several technical problems directly associated with the launch of the product within the limited time available, but also non-technical ones such as those relating to the group dynamics, communication issues and conflicts among team members. Furthermore, the additional pressure that the company was dealing with was that of the two competitors that had announced their intentions to enter the market. The entire IntensCare team was dealing with the challenge of beating the competitors to it. The problems that the IntensCare team would have to overcome include the following: