Strategic issues faced by fine feather dental

Abstract

Fine Feather is a chain of dental clinics. They started almost four years back and since then they have grown to have a presence in three major cities of Gujarat, India. The company started as a school health provider named EduHealth. The school health program, though initially seemed promising, was not able to generate enough revenue and growth. The founders thus decided to diversify into the dental care industry, with the brand name- Fine Feather. The brand targeted middle and upper middle class with its high quality, value for money, dental care services. Other than general dental care, the brand also offers six specialty services- oral surgery, periodontal, orthodontal, endodontal, prosthodontal and pediodontal. The company uses a partnership based business model, where 50% money in the clinic is invested by a dentist, who becomes the clinic director. The clinics use state of art technology and centralized software for maintaining patient records and scheduling appointments. In addition to conventional forms of marketing, it also uses the school health program as a marketing tool. Fine Feather now plans to enter the metro cities of Mumbai and Delhi/NCR, and thus wants to re-evaluate its strategy