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Optos Environment and impact of current economic climate

Optos takes environmental scanning earnestly and on a regular basis carries out the undertaking as portion of strategic determination devising. The scanning is performed by the board of manager ‘s who gain input from other sectors of the concern.

The environmental analysis, carried out as portion of this study, shows that Optos will could be adversely effected by the current economic clime, nevertheless due to a alone merchandise offering, continued gross watercourses through a PPP ( monetary value per patient ) theoretical account and cost containment steps, that Optos has put schemes in topographic point to sit the storm.

Changes in US health care Torahs and new health care enterprises, means that 31m Americans now have entree to healthcare, and this is a immense untapped market for Optos. Many people now understand the importance of oculus attention as portion of a healthy life style and understand that early sensing of oculus diseases is the most accomplished manner of extenuating oculus issues.

The aging US population, and as yet untapped geographicss, gives Optos the ability to spread out its client base well in the close hereafter.

The oculus attention sector as a whole, remains attractive due to high barriers to entry and chair purchaser power ( people will ever necessitate wellness attention ) . Menaces from challengers are moderate at this clip.

Optos has gained a competitory advantage by offering a alone merchandising point, viz. the 200 degree broad field oculus exam that no rivals can fit.


The intent of this study is to present the reader to Optos with a position to utilizing Optos as a instance survey for environmental scanning.

The study describes the purposes, size and construction of Optos PLC and depict how Optos measures success or failure of the concern.

As portion of the study, an environmental scan was carried out to depict how Optos is affected by the environment in which it operates. This environmental scan used PESTEL analysis, Porters 5 forces and a SWOT analysis to assist the reader understand how Optos is affected by its environment.

Introduction to Optos

About Optos

Optos plc is an advanced retinene imaging company with a vision to be recognised as the taking supplier of retinal nosologies.

Optos designs, develops, industries and markets retinal imaging devices that create optomapA® images. The optomapA® is the lone image that provides an ultra-widefield, 82 % position of the retina.A

A simple optomapA® scanA is an of import tool for the showing, early sensing and diagnosing of oculus jobs, such as retinal withdrawal, glaucoma, cataracts, retinal holes/retinal cryings and age-related macular devolution. It can besides bespeak grounds of non-eye diseases, such as diabetes, high blood pressure and certain malignant neoplastic diseases. Many of these conditions can be seen in the fringe of the retina every bit good as in the cardinal pole which is why widefield imagination is so of import.

Optos operates within the wellness attention equipment & A ; services sector.

Structure and Size

As of October 2010 Optos employs about 270 people in 3 locations worldwide, UK ( Dunfermline ) , US ( Boston ) and Germany.

A high degree lineation of the company construction is detailed in Appendix C.

Cardinal Performance Indexs

Optos use a figure of KPIs to mensurate the success or failure of the administration ‘s schemes during an operating period, typically 6 months.

A 6 month period of one twelvemonth is compared against the same 6 month period from the old twelvemonth. These comparison indexs illustrate the success or otherwise for the period.

Table 1.0 KPIs Optos plc. October – March 2010/October – March 2009

Table 1.0 ( Source Optos 2010 ) shows a figure of KPIs used by Optos to mensurate success or failure, and shows the comparing between the first 6 months of 2010 compared against the first 6 months of 2009.

Table 1.0 shows that Optos continues to execute successfully, within a disputing market. Optos can be judged a success over the period shown as the KPIs identify:

The figure of installed optomapA® systems increased by 25.

The reclamation rate, for optomapA® increased to 84 % from 83 %

The figure of optomapA® scrutinies per site increased to 109 from 102. This resulted in the figure of oculus scrutinies increasing to 2.4m from 23m, which had the knock on consequence of increasing gross generated per install site to $ 2099 from $ 2032.

Net income per portion increased to 2.5c from a loss of 0.7c.

Operating net income increased to $ 4.3m from a loss $ 1.8m.

Fiscal Indexs

Like all administrations Optos plc usage fiscal information to specify the success or failure of the schemes over a given period.

Fiscal Six months Six months Year

Table 2.0 Optos Financial Overview March 2010

Table 2.0 inside informations a fiscal sum-up, created by Optos plc for the period October to March 2010. The consequences show net income and gross are up and operating costs and debt have reduced. Optos can be judged a success as the concern is traveling in the right way and is turning after a period of loss ( $ 4.4m ) for same period in 2009. Like most companies during 2009, the economic downswing has affected Optos.

Why Choose Optos?

The writer has decided to utilize Optos plc for this survey for a figure of grounds:

The writer is presently employed at Optos plc and therefore has ready entree to the relevant information and forces.

Optos required to supply a wealth of information, such as histories and interim studies that the writer can utilize as portion of the research.

The studies result may be of benefit to Optos as the writer ‘s employer and undertaking patron.

Environmental Scan

Fahey and Naravanan ( 1986 ) suggest that an effectual scanning plan should enable determination shapers to understand current and possible alterations taking topographic point in there establishments external environment.

Optos recognise that scanning is a utile research tool that helps the board make strategic determinations, which is why Optos put a batch of clip and energy into the scanning procedure.

Environmental scanning within Optos is non outsourced and is performed by the executive ( see Appendix C ) as portion of 6 monthly reappraisals.

“ In the United States, about 3,000,000 people aged 40 old ages or older are visually impaired and 900,000 are lawfully blind. More than 40 % of sightlessness could be prevented or cured by proviso of appropriate intervention in a timely manner. Unfortunately, about half of potentially blinding oculus disease remains undetected. Even among people who have regular entree to the wellness attention system, the prevalence of undetected oculus disease is high. In the Baltimore Eye Survey, more than 85 % of antecedently undetected glaucoma instances had been examined by a doctor within the past 12 months ” ( Wang, F. , Tielsch et al 1998 )

The above grounds indicates the possible untapped market for the optomapA® and with the alterations in the US wellness attention Torahs, ensuing in a wellness attention reform measure that aims to cover 31m uninsured Americans and could take to the biggest alteration in US health care in decennaries, BBC News ( 2009 ) , the possible becomes even greater.

The potency of the optomapA® can be summarised by these cardinal facts[ 1 ]:

70M+ people in US greater than 55 old ages old.

20M+ Americans have diabetes.

AMD is the taking cause of sightlessness in Americans over 55 old ages old.

75M+ people blind worldwide by 2020 without preventive stairss.

$ 268B+ productiveness lost yearly, associated with big vision jobs.

A survey carried out by the American Optometric Association ( AOA ) in 2008 showed per centums of respondents who did non cognize that a comprehensive oculus test can observe:

Diabetess ( 62 % )

Hypertension ( 71 % )

Brain Tumours ( 75 % )

Cancers ( 78 % )

Cardiovascular Diseases ( 80 % )

With the US authorities altering wellness attention jurisprudence to do health care more readily available to Americans and besides making wellness attention initiatives to promote a healthier lifestyle, of which oculus attention is portion, so the potency for the optomapA® becomes clear.

Appendix A inside informations the basic stairss Optos adopt to execute Environmental scanning.


Optos operations can consequence, and be effected by, the undertaking environment and internal environment that Optos operates in.

Appendix B inside informations the environments and how they can consequence the operations of Optos.

Thompson et Al ( 2005 ) province A PESTEL analysis can supply a straightforward and utile model for analyzing the external environment.

Environmental Scanning normally refers to the macro environment.These external macro environmental conditions or factors can be classified as Political, Economic, Socio-cultural, Technological, Environmental and Legal ( PESTEL ) .

A PESTEL analysis ( Appendix D ) carried out on Optos plc revealed the undermentioned factors were impacting Optos most ( or probably to hold a important affect in the hereafter ) .


The alteration in the UK Government and the proclaimed ?81 billion of cuts, will impact many UK concerns, every bit good every bit society as a whole. The consequence being that people will hold less disposable income for points such as oculus tests.

Conversely, the Spending Review did non impact wellness disbursement which is expected to increase until 2014/2015, hence eye doctor will still hold money available to potentially buy and utilize optopmap.


Impact of ‘credit crunch ‘ starts to be felt with major concerns in front for all sectors, including wellness.

Recession has increased US health care measures.

US health care costs are eating up an ever-larger part of household budgets.

31m Americans, who did non hold health care insurance, now have wellness attention insurance as of March 2010.


An aging US population and more consciousness that regular oculus tests leads to early sensing of disease are the major societal factors impacting Optos.


Optos merchandises must maintain up with new ophthalmology techniques as they are discovered. Main rival Fundus cameras going more advanced.


Changes in US wellness attention Torahs have a positive impact on Optos. More Americans now have entree to wellness insurance with oculus scrutinies a portion of the wider wellness attention enterprises in US.


Addition on corporate societal duty and environmental docket.

Optos merchandises are expected to run into environmental ushers and have major parts reclaimable. Packaging besides must be kept to a lower limit.

Competitive Analysis Using Porters 5 Forces

Porter ( 1985 ) defined the forces, which drive competition, postulating that the competitory environment is created by the interaction of five different forces moving on a concern. The 5 forces allow administrations to mensurate the attraction of an industry or sector, for illustration, how profitable the industry or sector is.

Figure 1.0 shows how Porters 5 Forces were used as portion of the environmental scanning activity, undertaken in this study for Optos, and how this helps Optos place what rivals in the sector are making.

Figure 1 Porters 5 Forces Analysis Optos plc

Barriers to new entry are high. The sum of investing and clip required to come in the sector and derive regulative blessing, acts as a barrier to entry for most administrations.

Competitive competition is moderate. Competitor ‘s offerings contain more characteristics than what Optos offer ; nevertheless, rivals systems ( Fundus cameras ) can non offer the USP of 200 degree broad field scan.

Buyer Power is low. Peoples will ever necessitate health/eye attention and oculists will ever necessitate to offer oculus tests. US health care reforms allow more US citizens entree to healthcare.

There is moderate menace of permutation, nevertheless no replacements can offer Optos alone broad field scan, nevertheless, larger companies operate within the sector. The broad field scan is patented.

Supplier Power is low. There are readily available stuffs with long standing supplier relationships.


Porters 5 forces refer to internal menaces and external factors that consequence the competitory environment that Optos operates in. For this ground, Porters 5 forces should be used in concurrence with a SWOT analysis.

Environmental Scanning helps place internal and external SWOT elements, which means that an Environmental Scan lays the foundation for the SWOT analysis

Lynch ( 2009 ) states that scheme options can be examined for their consistence utilizing a SWOT analysis. The SWOT in Appendix E allows Optos direction to understand the environment that Optos presently operates in.

Main points from the Swot:

Strengths: Optos alone merchandise offering and PPP gross theoretical account.

Failings: Small development squads and troubles in presenting complex undertakings on clip and to budget.

Menaces: Competitor ‘s offerings are a concern for Optos although the rival ‘s merchandises, at this clip, do non hold the alone 200 degree broad field that Optos has. The changeless conflict to run into FDA guidelines, which is clip devouring and dearly-won, is besides a menace to Optos.

Opportunities: Exist, peculiarly in the US, with an aging population and alterations in the health care Torahs, every bit good as new geographicss yet to be explored.

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