Dr Becketts Case

Holy Angel University

COLLEGE OF BUSINESS AND ACCOUNTANCY

Department of Business Management

A.Y. 2010-2011

CASE ANALYSIS

Dr. Beckett’s Dental Clinic

Submitted to:

Mrs. Cristina Naguit

Submitted by:

LEADER: Fernandez, Marvin T.

MEMBERS: Lansangan, Chimova

Parker, Harley Mae P.

Quioc, Christian Paolo

Santana, Karen F.

July 08, 2010

Introduction:

Services proved to be more difficult to market than goods because of their very nature. Experience is the best indicator of how good the service providers are. But since there could be probable problems with consistency of quality, it is even more risky even with some experience to account. More so if the service is quite expensive, how could we, marketers, assure the customers that we could provide to them to value they expects to get? That is why analyzing the factors for service marketing is a more tedious work compared to marketing goods. More factors are taken into consideration to ensure quality and minimize the risk. But quality entails costs, and not all consumers are able, and willing to gamble paying much for something unsure.

Background of the study:

  Dr. Barbro Beckett is a dentist who seeks to differentiate her practice on the basis of quality. She was taught in the academe all about the technical part of dentistry but nothing on the business side. She had no formal training on how to run a business or how to assess customer needs. That wasn’t a problem at all during the previous years of her practice of profession. However, due to rise of cost resulting from labor laws, malpractice insurance, and the constant need to invest in new equipment and staff training as new technologies were introduced, her overhead expenses skyrocketed to 70-80% of revenues exclusive of her wages and office rentals.

Furthermore, there was a...