Proposed Business Improvement after Pandemic: A Case Study of Grand 8 Dental Care



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Submitted Feb 7, 2023
Published Apr 15, 2023
10.24018/ejbmr.2023.8.2.1876

Abstract viewed = 339 times

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Grand 8 Dental Care, a private dental clinic located in Grand Metropolitan Mall Bekasi, West Java. This dental clinic has already established since 2015, but the yearly revenue considered stagnant. This condition worsened in 2020 due to pandemic Covid-19. Even though it had improved in 2021, the numbers have not returned to what they were before the pandemic, and even worsened again in 2022. This research intended to assess external and internal factors that might be affected the stagnant (tend to decrease) revenue. External factors are assessed by analyzing general environment, industry, and competitor. Analyzing Resource, value chain, and VRIO were performed to assess internal factors. Consumer analysis was also performed in this research, and the primary data were collected by distributing the questionnaire to general dental patients in Indonesia as an instrument of quantitative research and performed qualitative research by having observation and in-depth interview with Grand 8 Dental Care owner, employees and existing patients. Secondary data were collected from websites and social media. Result of this research stated that the services provided by Grand 8 to its patients have satisfied their existing patients. But when the qualitative research results were compared to the quantitative ones, it turned out that there were still services that Grand 8 had not provided to be able to increase its revenue. From research result, assessing the external and internal factors, also consumer and competitor analysis, the assessment is continued by analyzing the SWOT of the Grand 8 Dental Care which bring into TOWS analysis to generate business and marketing strategies to improve the revenue of Grand 8 Dental Care. Based on the analysis, the proposed business improvement of Grand 8 Dental Care is to overcome its weaknesses and strengthen the current values to grab the opportunities impacted in revenue increasing. All those strategies will be implemented through marketing mix 4P (Product, Price, Promotion and Place).
Keywords: Business Improvement Business Strategy Dental Clinic Marketing Mix 4P

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