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Case

Introduction

Ambu considers entering the endoscopic area of knee arthroscopy. This new opportunity will potentially be a new value stream in Ambu’s visualization segment in addition to pulmonary, urology, ENT & gastrointestinal. Knee arthroscopy is a procedure that allows doctors to view the knee joint. The medical device is called an arthroscope which utilizes a tiny camera to visualize and diagnose various knee injuries.

With limited resources and data availability, you are asked to investigate this opportunity and examine how this opportunity will impact Ambu financially. You are asked to prepare a maximum of 5 PowerPoint slides where you present the key findings to senior decision-makers in Ambu.

You can find more information from various departments in the appendix. In addition, you are encouraged to introduce your own assumptions to the problem-solving.

Note: the new product in knee arthroscopy is designed for single use, i.e. one knee arthroscope is used for one procedure and will be disposed after the procedure.

Guidelines & questions

Please assess the market development for knee arthroscopy and competitive landscape in each market and present your key findings.
(EXHIBIT B)

Please evaluate the impact on Ambu's profitability at gross profit level and EBIT level respectively, considering the introduction of the new product in knee arthroscopy.
(EXHIBIT C)

Please conduct a valuation of the arthroscopy business opportunity. Apply more than one valuation method. Assess if Ambu should accept the project. Apply an appropriate cost of capital for at least one of your methods.
(EXHIBIT D)