Lusíadas dental field lab: launching a new brand in dental care - designing a winning value proposition

• Autor(a) principal: Roquette, Diana Briz Esteves De Carvalho
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/132374
• topic: Strategy; Consulting; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Following the proposed scope of the project, goals and deliverables were set under three distinct dimensions, comprising an analysis of both the market and the company, the creation of a winning Value Proposition, and the conceiving of recommendations for an expansion strategy. An Internal Analysis was conducted to assess Lusíadas Dental’s current capabilities and key figures, supporting the evaluation with an examination of the Consumer Decision Journey to better understand the existent efforts within the distinct stages of the process: Awareness, Consideration, Purchase and Loyalty. With the intuit to comprehend the trends shaping the industry, tendencies of supply and demand were studied along with the thorough examination of the national competitors’ key figures and positioning strategies. In addition, both the market’s best practices and failing companies were analyzed to better understand the success path that the brand should follow. The understanding of consumers’ preferences was critical to create the hypothesis surrounding both the Value Proposition and the Expansion Plan. Following this rationale, an in-depth survey was conducted to better acknowledge clients’ motivations and needs regarding Dental Care services.The Value Proposition’s recommendations were organized into three different spheres that together comprise the critical elements for the implementation of the Lusíadas Dental brand in the market. Across the dimensions —Clinical, Operational and Infrastructure —several recommendations were considered, representing the key takeaways of each element for the efficient execution of the brand. Distinct solutions were considered in what regards the expansion plan of the group, contemplating hypotheses such as capacity expansion within units, units’ expansion with the creation of clinics and the promotion of strategic alliances with other existing Dental Care players.