Market potential for dental microscopes in Switzerland
The dental microscope has certain advantages over its magnifying glasses
counterpart. However, dentists currently seem to be unaware of these benefits.
Heimann Sandro Florian & Louw Jacques Willem, 2020
Bachelor Thesis, Ryf AG
Betreuende Dozierende: Andreas Flückiger
Keywords: Dental microscopes, market potential, dentists, marketing approach, marketing strategy, Porters 5 forces
A Swiss specialist in microscopy and measurement technology (client) has become
aware of these advantages and accordingly decided to expand into the dental
visual-aid market. As any expansion into a new market segment requires
investments, the client is seeking additional information and recommendations on
the market potential.
The research carried out in the form of an analysis and summary of primary desk
literature gave an overview of the market outline. It took as its point of departure
Porter's five forces and marketing approaches in best practice. During the research
process an interview questionnaire was developed and two expert interviews were
conducted. Thereafter the gathered information was compared to the company's
environment and the research questions were answered. Moreover, further
recommendations were introduced.
The thesis clearly shows that there is a future market potential for the client that
needs to be developed. However, the company is confronted with a market in which
the predominant business model is changing from a single dental practice model to a
group practice model. The trends observed in this paper make the dental
microscope a necessity for future best practices. Although it is obvious that a market
exists, the client will have to overcome a "no-demand" scenario and then shift its
focus to a societal marketing strategy. The key to success will be understanding
and building long-term customer relationships. In addition, managing customer
expectations will be a constant challenge, which the client must master. The
paper provides a framework for marketing measures that can be applied to the
company and its future environment.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation