CaseScenario1:HeartsongLLC.
Heartsong LLC is a designer and manufacturer of replacement heart valves based in
Peoria, Illinois. While a relatively small company in the medical devices field, it has
established a worldwide reputation as the provider of choice high-quality, leading-edge
artificial heart valves. Most of its products are sold to large regional hospital systems
and research hospitals. Specialty heart centers are another emerging, but fast-growing,
market for its valves. While Heartsong would like to grow quickly, its growth is
constrained by the need to finance larger production runs and then carry this additional
inventory. For products like those of Heartsong, vendors typically do not collect
payment until the unit is actually used in surgery. Moreover, heart valves are usually
required on short notice, which means that they must be either onsite, or inventoried at
a nearby location. If nearby, then transport of the unit to a hospital or heart center
occurs within a matter of hours, and sometimes minutes. For this reason, accelerated
growth would require Heartsong to both finance increased production of its heart valves
and carry increased levels of inventory that are in fact sitting on its customers’ shelves.
In fact, inventory-carrying cost is its single largest cost outside of research and
development. While profitable growth is necessary if Heartsong is to continue
extending its competitive advantage through increasingly greater investments in basic
heart valve R&D, it is not clear that the company can internally support all these
increased financial commitments (R&D, manufacturing, and inventory). Doc Watson,
the CEO of Heartsong, is considering an outside contractor, EdFex, to handle the
inventorying, warehousing, and delivery of its valves. EdFex has secure, high-tech
warehouses in most major population centers around the country, and can ensure
delivery of a product to these markets from its warehouses in less than one hour.
What value-chain activities appear to underlie Heartsong’s competitive advantage?
Discuss how a cost leadership strategy can allow a firm to earn above-average returns
in spite of strong competitive forces. Address each of the five competitive forces.