Major Case Assignment
Consumer Services / MKTG 211-33
Dr Beckett’s Dental Office
—————————————————————————————————————————————-Purpose of the Major Case
The 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 course
b) further develop their written skills.
The written report should inform the reader about a specific topic. To ensure that the reader
understands the message, appropriate attention should be paid to grammar, spelling, and sentence
structure. In addition, the text of the report should highlight critical elements with respect to the topic
and 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 the
course. As well, you should demonstrate the ability to apply concepts in an appropriate fashion. To
achieve this, you must show how you have integrated the concepts covered in the course by adequately
explaining how the various aspects of the organization would be affected by the concepts selected. In
addition, you must sufficiently draw upon concepts covered in the course.
Dr. Beckett’s Dental Office
This is ‘Case 2’ in the textbook (page 510). This case is based on a dental practice in the USA and the
main issue is the dentist wants to charge higher fees for superior service for a service most people
would rather avoid. She needs not only to attract new patients but also retain current patients.
Case Analysis and Report
Use 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 marketing
issues identified in the text.
3. Describe the target market for the company’s services
4. 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 / solutions
6. Recommend the best alternative solution and provide support by clearly evaluating this option
7. 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 constraints
Report Length
The report should be 2,000 to 2500 words, double spaced.
A PowerPoint presentation summarizing the case is also required. You will not be presenting the
PowerPoint to the class, but it will be marked based on content, presentation and use of resources. You
should create the PowerPoint in the same manner as if you were to present in a class. You can add more
content than you might normally do for class participation, but do not simply cut and paste from your
written 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. (For
example, a group of two should write 3,000 words, a group of 3 should write 4,000 words in total). The
entire group will be awarded the same grade.
