Celiac disease (CD) is an autoinflammatory ailment triggered in genetically susc
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Celiac disease (CD) is an autoinflammatory ailment triggered in genetically susceptible individuals by consuming food containing dietary gluten. Gluten is a protein in some grains, such as wheat, barley, and rye. In celiac disease, gluten reactivity destroys the small intestinal villi, which are primarily responsible for the absorption of nutrients into the blood. Damage to the villi can result in diarrhoea, abdominal discomfort, and malabsorption. The disease is present in countries globally, with a prevalence rate of about 1%. Although more celiac cases are surfacing with the advent of better diagnostic tools, many cases remain undiagnosed. Detecting celiac disease is challenging due to its limited awareness among clinicians and patients and limited diagnostic capabilities in under-resourced countries.
Furthermore, the prevalence of celiac disease, associated with other diseases like diabetes mellitus and thyroid and liver diseases, is high. Hence, accurate diagnosis and treatment is imperative. These reasons warrant the need for an accurate, automated diagnostic tool. Celiac disease can be pathologically subdivided, depending on the severity of mucosal atrophy, into stages 0, 1, 2, and 3, using the Marsh scoring system. Therefore, early prediction of CD is highly significant for timely treatment and increased survival rate.
A venture capitalist, recognising that Singapore is an aging society, would like to invest S$50 million in a start-up company that automatically manufactures a portable diagnostic tool to predict CDs as early as possible automatically. This innovative technology has an in-built algorithm that could automatically make a diagnosis in the real-time condition of the endocrine system. The diagnosis outcome is the prediction of CD at the early stage. The proposed system should be simple to use, non-invasive, reliable and fully automated. It should have more than 95% automated identification accuracy and is, therefore, suitable for use in clinical settings such as intensive care units. Early detection of CD could enable the patients to receive proper treatment and thus save life.
Set up a detailed plan to show how you can introduce this technology to the market with a fund of S$50 million. The plan must include all the unique functions of the diagnostic system and the reasons for developing these functions. You should plan for this diagnostic tool to be profitable within two years. Your plan should be cohesive and written as a report with proper referencing. Evaluate your research of strategic management and relevant case studies to craft your detailed plan, which should address the following:
Give reasons why this diagnostic tool is an innovative product.
Compare the advantages and improvements of this technology to existing devices in the market.
Assess the challenges that your company might face when introducing this diagnostic tool to the market.
Formulate the strategies to be implemented for the product to be profitable within two years.
A well-formulated plan should have the following:
A background study of a diagnostic tool, the impact of this diagnostic tool to the society
Initial market study and nature of competition for this product including the advantages and disadvantages of the diagnostic tool.
Strategies to promote and sell this diagnostic tool.
Usage of the S-curve to decide and place the current position of such a technology.
Allocation of the S$50 million fund.
