GUIDELINES FOR MARKETING ADAPTATION OF SCHWISDENTAL DENTAL CLINIC IN THE VUCA WORLD SITUATION

Abstract

The objectives of this study were: 1. to study the marketing situation of Schwis Dental Clinic 2. to study the marketing mix factors that correspond to the needs of customers of Schwis Dental Clinic Dental 3. To determine guidelines for marketing adaptation of Schwisdental Dental Clinic in the VUCA World situation. It is a qualitative research. The tools used are in-depth interview and participatory observation The researcher selected a specific sample group. The data was collected by interview method. There were 20 key informants as follows: 1) Executive (founder) 1 person 2) Executive (current) 1 person 3) Dentist 3 people 4) Clients/patients 10 people analyzed by Conclusion. The study found that Current market situation of Schwisdental Dental Clinic in a very good level Because our management approach is to focus on the quality of dental work. Create a competitive advantage from the product itself. From the study found that Marketing mix factors that correspond to the needs of users of the Schwisdental Dental Clinic 1. The product aspect is standard and comprehensive. The ability of the dentist and the skill of treatment. 2. The price aspect is the service fee for treatment in a reasonable range. compared to the quality of treatment received and dental clinics in the vicinity. 3. The distribution channel is the location of the clinic in a good location. It is convenient to travel with parking. 4. Advertising or various privileges, discounts and promotions that do not affect the decision to use the service. 5. Personnel: The staff provides services with polite words, smiles, and softness. The dentists and shop staff are attentive and willing to serve. 6. Physical appearance: The clinic is well decorated compared to other clinics and hospitals private nurse. There are complete facilities in the shop spacious lounge. The dress of the staff will wear the same robe, beautiful, clean. 7. The operational process is that there is a standard in operation and have a clear system.