Given Imaging Summary

Given Imaging case-Executive summary

The company- Given Imaging Is the Israeli leader of the capsule endoscopy field, a subset of the GI (gastrointestinal) market worlwide. The US GI market alone is estimated in 1.2bn (45M screens) the # of people covered worldwide is 500M so the overall market potential can be roughly estimated in 13bn$ an extra potential is expected due to a low current compliance rate for screening. in 2007 and the potential world wide is much higher. is estimated in @ annual sales. It manufactures and markets innovative tract diagnostic systems based on capsule endoscopes. Employs 458 emloyees pu

The main problem- the conpany has pioneered and undertook of the market development and now other companies to reap the results. Its hard to ,aintain the growth while facing a growing competition of new entarnts. How to evolve from a start up focused on R&D to a mass market company.

Given's main problem is that after it pioneered the capsule endoscope, now other companies including industry giants are aiming for the market it created.

The industry- - total industry- US GI trcact device.

The potential- 12.5M annual screenings in the US, compliance is arounf 50%.

Competitors- Direct competitors are Olympus medical systemsand IntroMedic and Chongqing Jinshan|(currentaly selling in China only).

Indirect- traditional (Olympus, Boston scientific etc) and radiological (GE, Siemens etc.) GI and

4. Environmental analysis:

Rivalry- the market is growing fast and there are a few competitors only, each in a few specific geographic markets or even just one market, so the threat is low.

Substitutes- both traditional GI endoscopy and radiological examinations are inferior technologies, requiring more time for preparation, execution & recovery, time consuming, uncomfortable and has side effects and compications, the risk of radiation. The capsule endoscopy is replacing the old substitutes for diagnostics, their threat is low. Yet the...