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Case Code: BSTR509
Case Length: 18 Pages 
Period: 1998-2016   
Pub Date: 2017
Teaching Note: Available
Price:Rs.600
Organization :Illumina Inc.
Industry :Genome Sequencing Industry 
Countries : US, Europe, Global
Themes:  Business strategy/ Innovation  
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Illumina-Maintaining Growth Momentum in a Plateauing Genome Sequencing Market

 
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EXCERPTS

THE SUCCESS OF ILLUMINA

 

By 2008, Illumina was considered as the global market leader in DNA sequencing and array-based technologies. The key reason for the rapid rise of the company to becoming the market leader of the industry was attributed to Flatley’s leadership.

Flatley was generally considered to be one of the most effective CEOs in the life sciences industry. He built up the core values of the company, which included innovation, collaboration, and product focus. He was highly focused on strategy execution and overseeing the company’s expansion. Speaking about his role at Illumina, Flatley said, “I’m not at Illumina, frankly, for us to make a scientific breakthrough. I’m at Illumina for us to deliver great products and get them to the market as fast as we can.” .

 
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THE BREAKTHROUGH THAT CHANGED THE MARKET – HiSEQ X TEN SEQUENCER

In 2014, Illumina made the greatest breakthrough in genome sequencing, when it launched a new device called the HiSeq X TEN (X10) that was capable of sequencing a genome for just US$ 1,000. At the time the X10 was launched in the market, it cost about US$ 5,000 to sequence the human genome using most other devices....
 

MEETING THE CHALLENGE OF COMPETITION

Though Ilumina saw the rise of several competitors over the years, none of them was able to effectively compete with the company..

DEVELOPING NEW APPLICATIONS

Illumina strove to become not just a genomic instrument company, but a more diversified maker of genetic diagnostic tools that were utilized in clinics each day...

MOONSHOTS OF ILLUMINA – HELIX AND GRAIL

In 2015-16, Illumina made moonshot forays into the areas of consumer genetics through a venture called ‘Helix’ and early cancer detection through a venture called ‘Grail’...

MARKET SATURATION

As of 2016, Illumina was heavily involved in the arduous task of developing applications for its technologies...

OUTLOOK

As of 2016, Illumina had a market cap of US$ 20 billion and was ranked by Forbes as one of the top 25 ‘Most Innovative Companies’ in the world...

EXHIBITS

Exhibit I: Information of Companies that Illumina Acquired During 2011-15
Exhibit II: Information about Entities Investing in Grail.
Exhibit III: Illumina’s Key Financial Figures (in Billions of US$).
Exhibit IV:Illumina - Technology Platforms and their Applications.
Exhibit V: Revenue Breakup of Illumina by Category and Geography, as of 2016.