Strategic issues faced by fine feather dental
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Date
2016Author
Manaktala, Astha
Asokan, Athira
Santhy, Shelja K.
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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
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