Q 3 What is the marketing strategy of Dr Sukumar to overtake its competitors

Q 3 what is the marketing strategy of dr sukumar to

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Q 3: What is the marketing strategy of Dr. Sukumar to overtake its competitors? Ans: Dr. Sukumar’s marketing strategy is superior to its competitors. Over a period of time it is able to evolve itself as reference lab for many leading hospitals. This is a testimony of the level of confidence it enjoys among the medical professionals. It provides a high level of customer services because of the following: 1) Product mix: It possesses technical expertise to conduct 1650 variety of tests. 2) Quality: The laboratories use modern methods to conduct tests. Even routine tests are conducted with highly sophisticated procedures. Technology such as bar coding and automated registration of patients is also used. Thus there are no mistakes in the identity of samples. There is also daily sanitization and validation of lab equipments. 3) Speed: Laboratories are working round-the-clock. Further, using modern systems the company is able to deliver test results faster. 4) Convenience: There are 500 collection centers for the laboratory, thereby the reach is more. Additionally, system of collection of samples from home also provides convenience to the patients and others. 15
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M.B.A. (Sem. – III) Strategic Management Q 4: In your opinion what could be the biggest weakness in Dr. Sukumar’s business strategy? Ans: A weakness is an inherent limitation or constraint of the organization which creates strategic disadvantage to it. In the case it is given that Dr Sukumar has not gone for mergers and acquisition as he does not find many prospective laboratories meeting the quality standards. Thus its biggest weakness is its inability to capitalize the opportunities through mergers and acquisitions. Acquisitions and partnerships can help in leveraging the existing goodwill. Many of these labs must be enjoying a lot of goodwill in their region. In fact, a business in the medical field such as a pathological laboratory, trust and faith are important. On account of its size and available resources Dey’s Lab could have easily acquired some of these labs and built upon their names. With resources it should be feasible to modernize them to make them compatible with the business ideology and quality systems of the Dey’s Lab. However, it appears that the company lacked capability to modernize an existing laboratory. . 16
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  • Fall '14
  • Ravi Prasad
  • HUL

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