The circus business was, and still is, a tremendous crisis. So the question is, how can you explain the success of the Cirque du Soleil? The answer is clear: they have reinvented the circus.
Nobody wants to go see the bearded lady!
In mature industries becomes increasingly difficult to gain market share, competitors are becoming more aggressive, growth slows or freezes, margins are trimmed and enters a fierce competition.
The Cirque du Soleil has created a new market segment in which its competitors are at a great distance trying to fight for the same demand. This new market allows them endless possibilities for growth, expansion and profits.
What sells Cirque du Soleil?
They have followed a different compete in costs or choosing traditional differentiation strategy "no compete" strategy. This strategy is achieved by finding a new market in which there are no competitors and where we can not be easily compared with other companies.
It is no surprise to any Dental Clinic all this seems familiar, the competition that exists today is very intense, and the emergence of dental franchises where price competition and marketing is virtually impossible to differentiate who have chosen is for quality.
"In a highly competitive market quality is not enough, you definitely need to break paradigms". Analy Salazar - VP of Marketing DentPro
Four steps to break paradigms in your Dental Clinic
Four questions designed to challenge the strategic logic of an industry and its business model.
- What elements in a dental clinic are conceived as set should be eliminated? Answering this question requires us to consider the elements that we consider today and lacking customer value today.
- What elements must be reduced to below accepted standards by a dental clinic? Reply to this forces us to think that elements have been dimensioned as a strategy to "win" a competitor.
- What elements should be increased above the levels seen in a dental clinic? This response eliminates all kinds of conditions that dental clinics make their customers (patients).
- What elements never before seen in a dental clinic should be created? His reply to discover new sources of value for customers, creating new demand and new pricing strategy.
I know I will be able to change the concept of already established Dental Clinic
Eleazar H. Marcano Lazo
CEO
DentPro - Your Dental Depot
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