Lp12 marketing swot

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Lp12 marketing swot

  1. 1. Dovecotes Dental Practice Revision Lesson 12
  2. 2. Segmentation • Write down 3 products aimed at the following: – Year 11 Boys – Women aged between 18 and 30 – Men aged over 50 – Health conscious women
  3. 3. SWOT Analysis • This is a method used by organisations to measure their performance and • To find out what is going on inside their own business and in the external environment
  4. 4. Strengths Weaknesses ) ) ) internal factors over which the business has some control A threat is an opportunity in disguise Opportunities Threats ) ) ) external factors over which the business has no control
  5. 5. Strengths Weaknesses Opportunities Threats
  6. 6. Strengths • • • • Established industry More demand than supply for dental care Lucy has lots of experience Dominic is gaining experience and is more recently qualified • Experienced and trained staff at Lucy’s Practice who can train (on the job) new staff • Lucy has an established Practice so Dominic can use/copy her procedures and practices • Margaret can set up Dominic’s computer system
  7. 7. Weaknesses • Expensive start-up costs (check out the prices of dental equipment) • Dominic will need to establish a Private Customer base • Need to pay rent/mortgage on premises whilst being converted to Dental Practice • Possible cash flow problems • Need to train new staff
  8. 8. Opportunities • Increasing demand for private health care and cosmetic dentistry • Health conscious public
  9. 9. Threats • Competition from other dentists • Staff could leave once trained • Associate Dentists could leave and take private patients with them • Substitute products coming onto market i.e. self applied whitening kits • Government legislation
  10. 10. Decisions • What could Lucy do to reduce her weaknesses and turn her threats into opportunities?
  11. 11. Research • Find out what new dental products are on the market – £3 tube of toothpaste – £100 toothbrush • What additional services are dentists offering to their customers? – Holistic treatments – Cosmetic treatments

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