BMA799 : AT2 Business Case Analysis - SMIS Pty Ltd Case Study - Management Assignment Help

Assignment Task :

QUESTION HINTS: 

• Question 1 - this is an important question as will show how you analysed using topics from the semester. There are many topics that may apply to the Case Study, so within the word limit, you may not be able to discuss all in detail – therefore, emphasise those that are most important and highlight the links to other key strategic points. In Question 2 you can then expand on the topics you feel are most relevant. 

• Questions 2 & 3 - allow you to discuss further the critical points you mentioned in Question 1. You will need to ‘assume’ any issues you believe apply to the case study. Question 2 is the analysis part and Question 3 is where you provide your recommended actions. 

• Question 3 – as above this question links to Question 2 and where you provide your ‘future solutions’ or ‘recommendations’ for the case study. You may wish to combine Question 2 and 3 under the one heading. 

• Question 4 – provide your analysis and discuss how you would manage the business (again assuming any aspects about the business). 

• Question 5 - this is similar to question 4 but, as a consultant, you are advising the organisation as to the steps to take. You would provide examples to highlight your advice. This section could be written similar to a list of recommendations – with a short description for why each would work. 

AT2 CASE STUDY – SMIS Pty Ltd. 

SMIS (Scientific Microscopy and Imaging Solutions) Pty Ltd opened in 2005 in WA under the leadership of the Managing Director, Dr Jacqui Parker. Jacqui is one of two SMIS Directors, owning a controlling 51% share of the company. Jacqui is also an adjunct consultant microbiologist with the MENZIES Institute for Medical Research, and a member of the Australian Microscopy and Microanalysis Society (AMMS). The other Director, Professor Shane McDonald, is also an adjunct scientist working with the MENZIES Institute. Shane’s main contribution to SMIS is to provide advice on strategic direction, purchasing / development of the company’s product lines, consulting services, and equipment training. 

Professor McDonald is a world renowned specialist neuroscientist and has extensive knowledge and expertise with electron, digital and light microscopes as well as a range of imaging equipment. SMIS also employs two technicians, who, under the supervision of the Directors have developed two new products (microscope lenses and digital screening software). SMIS intend to launch these new products on the market within a couple of weeks. They believe these new product developments sit well with their Mission and Vision statements. 

SMIS’ Mission Statement: 

• “Our mission is to advance the use of microscopes and imaging solutions and training for all health professionals.” 

SMIS’ Vision statement: 

• “We envisage providing all health workers in our community specialised microscopy and imaging expertise through training and support services, and to expand the benefit of these services to their patients.” 

SMIS also provides consulting services to the Tasmanian Department of Health, in particular for blood screening, brain scans, and drug testing procedures. SMIS also recently entered a contractual partnership with the Department of Health through a government grant of $85,000.00. The expectation from the funding is to improve the statistics and accuracy results from blood screening tests performed by health workers. SMIS is a registered government supplier with an ongoing service-level agreement to deliver specialised training for hospital staff to improve their use of imaging equipment and (for specific staff only) in microscopy techniques and microanalysis. 

60% of the SMIS’ revenue comes from sales of imaging and microscopy equipment, 20% from specialist training, and 20% from exporting equipment and training manuals to New Zealand, Indonesia, India and Malaysia. Since the outbreak of Covid-19, SMIS developed online training modules in the use of the equipment and has seen an 80% increase in sales over the past 6 months. That trajectory of sales indicate, that if it continues for 12 months, online modules may exceed 50% of SMIS’ total revenue.