Innovations in product are not transmitted throughout the organization. This means that there are production synergies between the different Coloplast facilities that are not presently exploited.

The company can mitigate the impact of health care reform therefore by improving its product processes. Their industry is beginning to shift from cash cow status to one characterized by tight margins and high volumes. Coloplast must become a low-cost producer, to use Michael Porter's terminology (Porter, 1980). This is going to force Coloplast to shift its core competencies.

The current core competencies for Coloplast are its experience and knowledge of its own products, its customer-focused product innovation, its value-added services and its extensive knowledge of the health-care systems in which it operates (Brown, et al.). These competencies are more congruent with an organization that is engaged in a differentiation strategy. This was an allowable mindset when Coloplast was able to leverage its knowledge...
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