14 Aug Major Case AssignmentConsumer Services / MKTG 211-33Dr Beckett’s Dental Office

Major Case AssignmentConsumer Services / MKTG 211-33Dr Beckett’s Dental Office—————————————————————————————————————————————-Purpose of the Major CaseThe major case is intended to provide students with an opportunity to:a) demonstrate their ability to integrate and apply concepts and theories covered in the courseb) further develop their written skills.The written report should inform the reader about a specific topic. To ensure that the readerunderstands the message, appropriate attention should be paid to grammar, spelling, and sentencestructure. In addition, the text of the report should highlight critical elements with respect to the topicand supporting data could be included as exhibits or in appendices.In terms of content, the case should exhibit a clear understanding of the concepts covered within thecourse. As well, you should demonstrate the ability to apply concepts in an appropriate fashion. Toachieve this, you must show how you have integrated the concepts covered in the course by adequatelyexplaining how the various aspects of the organization would be affected by the concepts selected. Inaddition, you must sufficiently draw upon concepts covered in the course.Dr. Beckett’s Dental OfficeThis is ‘Case 2’ in the textbook (page 510). This case is based on a dental practice in the USA and themain issue is the dentist wants to charge higher fees for superior service for a service most peoplewould rather avoid. She needs not only to attract new patients but also retain current patients.Case Analysis and ReportUse the following outline to analyze and write your report:1. Provide an overview of the case (this part of the case should be 1 page in length, double spaced)2. Identify the challenges faced by the Dental practice and link those challenges to service marketingissues identified in the text.3. Describe the target market for the company’s services4. Identify 3 marketing strategies / solutions that will deal with the challenges identified in ‘2’.5. List the advantages and disadvantages of each of your marketing strategies / solutions6. Recommend the best alternative solution and provide support by clearly evaluating this option7. Implementation:Outline how your recommendation(s) will be implemented. This section needs to indicate:What specific actions need to be taken?A timeframe (chronological order) within which these actions need to be completed.What resources will be needed? (people, funding/estimated budgets)Be realistic within the existing organization’s capabilities and financial constraintsReport LengthThe report should be 2,000 to 2500 words, double spaced.A PowerPoint presentation summarizing the case is also required. You will not be presenting thePowerPoint to the class, but it will be marked based on content, presentation and use of resources. Youshould create the PowerPoint in the same manner as if you were to present in a class. You can add morecontent than you might normally do for class participation, but do not simply cut and paste from yourwritten report.*Note: Students intending to work and present in a group format must first register their group listings.The written report and length of presentation will be increased, based upon the size of the group. (Forexample, a group of two should write 3,000 words, a group of 3 should write 4,000 words in total). Theentire group will be awarded the same grade.

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