Strategy

Core Business

Leading the market in quality

The main business operations of the Morita Group range from dentistry to human medicine. The highly complex equipment used in these areas has to be manufactured with a high degree of precision and experience. We have gained a leading market position in many segments: this can be attributed to our stringent quality requirements as well as the innovative spirit of our employees.

Yet, in order to be able to retain market leadership in the long-term, we cannot rest on our laurels but need to continuously invest in research and development. Amongst other things, this also includes integrating digital elements in the daily work of medical practices. It cannot be ignored that the megatrend of digitalization prevalent in society as such also is decisively changing the use of such media by physicians and patients. A strategic priority of our company is to introduce digital innovations to medical, consultation and service business. One example of such digital patient information and consultation services is “Second Opinion”, i.e. the possibility of obtaining a second expert opinion through digital media. Another example would be generating dental casts at an outside location.


Growth Platforms

Recognizing opportunities

In the upcoming years, medical technology will offer significant potential. Morita plans to use this consistently – and to grow more strongly in the long-term than the overall market based on concrete growth platforms. Accordingly, we will further expand our leading position as a supplier of solutions with the largest product portfolio in endodontics. This primarily concerns integrating different systems intelligently.

We also want to secure our market leadership in the field of CBCT systems in implantology. With a “Connect-The-Best” platform, we, as a “Recommended Source”, can connect the leaders of third-party implantology products easily and safely to the 3D systems of our company. In addition, we are constantly adapting our product portfolio to specific regional demands. The European market, for example, offers outstanding growth perspectives for treatment units.


Growth Regions

A close look at the markets

Amongst others, the medium- and long-term focus of the Morita Group as regards growth is on the so-called BRIC countries, i.e. the growing economies of Brazil, India, Russia and China. Other promising sales markets are the “Next11” countries, which are expecting similar economic upswings as the BRIC countries. The “Next11” countries are Egypt, Bangladesh, Indonesia, Iran, Mexico, Nigeria, Pakistan, the Philippines, South Korea, Turkey and Vietnam.

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