Dr. Beckitt's Dental Office
BA 235 Services Marketing Case Solution ~ Dr. Beckett’s Dental Office
DR. BECKETT”S DENTAL OFFICE
CASE BACKGROUND Dr. Beckett is a dentistry graduate with high technical expertise. After her studies, she established her dentistry business and she was able to sustain constant revenue with high profit margin. However, in spite of the technical talent she gained from the university, she lacks the core knowledge in business. Since the dentistry industry is rapidly changing due to technology and government regulation in health, Beckett’s margin has declined due to continuously increasing overhead cost. She needs to adapt in the changing environment by investing in new technologies and spend for staff’s trainings. She strongly believes in providing a higher quality level of dental services by enhancing the office service environment and providing her staff with intensive training.
PROBLEM STATEMENT: Dr. Beckett recently moved to a bigger dental office which allowed her to revamp the service aspects of the business all geared towards improving quality. While she feels that the company should pursue quality differentiation strategy, she also recognizes that doing so is very demanding and quite difficult. What should be the appropriate long term positioning strategy that the company should adapt and how should it be best communicated to customers? CASE ANALYSIS: Flower of Service Core Service: Beautiful smile and good dental hygiene.
BA 235 Services Marketing Case Solution ~ Dr. Beckett’s Dental Office
Facilitating Elements
•
Information - Dr. Beckett dental service offers high quality dental service by providing high level services. They have good environment architecture; there is an entertainment area while waiting. Her goal is to provide superior dentistry in an efficient, profitable manner within the confines of a caring and quality environment.
•
Order-taking – Patients should be kept waiting not longer 20 minutes without giving option for
DR. BECKETT”S DENTAL OFFICE
CASE BACKGROUND Dr. Beckett is a dentistry graduate with high technical expertise. After her studies, she established her dentistry business and she was able to sustain constant revenue with high profit margin. However, in spite of the technical talent she gained from the university, she lacks the core knowledge in business. Since the dentistry industry is rapidly changing due to technology and government regulation in health, Beckett’s margin has declined due to continuously increasing overhead cost. She needs to adapt in the changing environment by investing in new technologies and spend for staff’s trainings. She strongly believes in providing a higher quality level of dental services by enhancing the office service environment and providing her staff with intensive training.
PROBLEM STATEMENT: Dr. Beckett recently moved to a bigger dental office which allowed her to revamp the service aspects of the business all geared towards improving quality. While she feels that the company should pursue quality differentiation strategy, she also recognizes that doing so is very demanding and quite difficult. What should be the appropriate long term positioning strategy that the company should adapt and how should it be best communicated to customers? CASE ANALYSIS: Flower of Service Core Service: Beautiful smile and good dental hygiene.
BA 235 Services Marketing Case Solution ~ Dr. Beckett’s Dental Office
Facilitating Elements
•
Information - Dr. Beckett dental service offers high quality dental service by providing high level services. They have good environment architecture; there is an entertainment area while waiting. Her goal is to provide superior dentistry in an efficient, profitable manner within the confines of a caring and quality environment.
•
Order-taking – Patients should be kept waiting not longer 20 minutes without giving option for