BSS029-2 Strategy and Innovation: A Report on Confident Dental Care

This report provides a comprehensive analysis of Confident Dental Care's strategy and innovation, utilizing frameworks such as Porter's Generic Strategies, PESTLE analysis, and Porter's Five Forces model to evaluate the company's current strategic position and business environment. The report identifies that Confident Dental Care employs a differentiation strategy, offering unique services to patients. It explores the political, economic, social, technological, legal, and environmental factors impacting the business, as well as the competitive forces within the dental industry. Furthermore, the report assesses strategic, business, compliance, and financial risks using the enterprise risk management model, providing insights and recommendations for managers to mitigate these risks and enhance the organization's strategic positioning. The conclusion emphasizes the importance of strategy and innovation for organizational success in a competitive market.

Strategy and
Innovation

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Current strategy used by Confident Dental Care........................................................................3
PESTLE and Porter's five force model.......................................................................................4
Risks and issues...........................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERNCES:..................................................................................................................................7
Books and Journals:....................................................................................................................7

INTRODUCTION
Strategy and innovation both plays an essential in the organisational success. Strategic
innovation can be referred to the process of business of reinventing or recreating its business
strategy to drive organisational growth while creating value for the business and its clients. It
also helps in gaining competitive benefits (Asheim, 2019). Advanced technology acts as the key
role of bringing strategic innovation in business. The report is based on the case study of
Confident Dental Care which is a dental organisation situated in Luton, UK. It indulges services
such as cosmetic, preventative, orthodontic and general services. This report is based on the
current strategy which is followed by the dental organisation. It also outlines the analysis of
business environment and industry of the business.
MAIN BODY
Current strategy used by Confident Dental Care
Porter's Generic Strategies:
This model is sum up with general strategic directions that a business can follow in a well
manner. In case of Confident Dental Care, the following are the main strategies that a business
can exploit:
 Cost leadership: It is one of the ways of gaining competitive benefits. The company can
exploit two methods- rising profits by limiting the costs, while sell services on average
prices. Other way is enhancing the market share by charging low costs and generating
reasonable amount of money on the services (Fukuda, 2020).
 Differentiation strategy: To attract larger number of customers, the products and
services are sell with some kind of uniqueness and differentiation. Good research and
innovation plays the key role in this strategy.
 Focus: Organisation exploiting this strategy mainly pays attention on specific niche
markets, by acknowledging the dynamics of market and the differentiation needs of
customers within it (Giebel and Kraft, 2020). They create uniquely well-specified
products or low-cost products for the market. This strategy helps in attracting more
audience of the particular segment.
From the case study, it is identified that Confident Dental Care is using differentiation
strategy for their business. They not only give dental care to their patients, but they make it

unique by serving other facilities such as indulging guidance with relaxation techniques, giving
hot towels to refresh after the treatment process is done, they also facilitate music, neck pillows
and aromatherapy.
PESTLE and Porter's five force model
Pestle analysis is used to analyse different macro environment factors of business that
affects the long-term profitability of the organisation (Kesidou and et.al., 2022). In case of
Confident Dental Care, various factors are analysed below:
 Political factor: After Brexit in UK, there are several trade restrictions have been
imposed due to which the organisation is suffering from lack of resources. The
organisation are shipping various medicines and other medical equipment to the UK from
different sections of the EU. This disturbs the trades after Brexit. Also, the employees of
Confident Dental Care originated from outside the country, after such separation, it is
also gets minimized.
 Economic factors: Due to several economic regulations and lack of resources, the given
company had to reduce the salaries of their employees, resulted, big amount of staff
members left the organisation and less qualified employees replaced them.
 Social factors: People always have a sweet tooth to eat sweet dishes or chocolates due to
which they are suffering from various issues such as plague, oral cancer, cavities, broken
teeth and many more. This has made the given company to give quality treatment to the
progressive number of cases (Mahmoud-Jouini, Fixson and Boulet, 2019). Another thing
is that knowledge of patient also affecting the organisation as they now more informed
about the systems and how it functions.
 Technological factor: The overall evolution in technologies have led to a bigger change
in the service quality indulged by the Confident Dental Care. Latest equipments such as
complex scanning tools and systems have become an essential at all the dental
organisations throughout the UK. Thus, the company is able to exploit such technological
advancements to give speedy and quality dental services to all its patients.
 Legal factors: This factor may also affect the business negatively if patients are unhappy
with the dental services. They can take resentments on legal platforms. This is a trend of
legal recourse against the dental organisations is progressive around the world.

 Environment factors: It is seen that the medical industry is a high giver to the toxic
waste that is amassing around the globe. In current times, there is a high pressure on the
medical organisation to treat their resources and waste with extreme care (Mbanyele and
Wang, 2022). Thus, it is important for Confident Dental Care to better manage their
wastes and not add to the on-going crisis globally.
Porter's five force model:
This model provides a beneficial brainstorming tool that aid the business to analyse and
explore all the external factors that influence the organisation and its decision-making. In
addition to Confident Dental Care, the company must analyse the following five forces to know
opportunities and threats.
 The threat of new entrants: This is related with an external force that examines how
simpler it is to set up a dental care practice. It is found moderately challenging. The
medical line is consisted with many key competitors with several proprietary protections,
tight government regulations, big marketing budget, bigger investments that involves
financial risks.
 Threat of substitutes: This might be the force that support dental clinics open. People
will always have the issues and concerns of teeth, that needs to be monitored and checked
timely. The force has very low impact on the Confident Dental Care as there are least
alternatives or might be not (Mubarak and Petraite, 2020). There is hardly alternative to
a dentist. It might be homeopathic remedies.
 Supplier bargaining power: It is another force where dentists have a galactic amount of
control, thus, supplier power is low in the medical industry. There are different supply
establishments fighting over market share due to price differentials, which is not a
sustainable competitive benefits. The given company can switch on to their suppliers if
one supplier rises their prices.
 Buyer bargaining power: The bargaining power is low in the dentistry line. Dentists do
not permit their patients to haggle. There are few factors that might deliver some sort of
bargaining power such as number of alternatives, disposable income as well as
knowledge.
 Industry rivalry: This force is moderately influencing the dental company. There are
many dental practices available in the medical line which creates competition for the

respective organisation (Shafiq, Tasmin and Qureshi, 2019). This enables organisation to
adopt a sustainable competitive benefits such as using latest tools and technologies,
lowering overhead, creating differentiated marketing content and many more.
Risks and issues
Enterprise risk management model involves with four categories of risks, which are
mentioned in company's context:
 Strategic risk: It is associated to the changes in the competitive environment and
business development activities of an organisation. In case of Confident Dental Care, it
may involve sustainable risks.
 Business risks: It is covered with the risks such as issues in organisational structure,
operations, control and reporting operations and many more.
 Compliance risks: It is linked with the conduct of business, affiliated to the breaches of
laws and regulations applicable to operations of business at the domestic and global level
(Weber and Grauer, 2019). In case of respective organisation, it may involve violation of
internal procedures and code of ethics.
 Financial risks: It covers risks such as interest risks, foreign exchange, liquidity,
commercial transactions and many more.
By analysing such risks, organisation can prevent certain risks and measures can be taken
place to limit the effect.
CONCLUSION
It is concluded that strategies and innovation is becoming a necessity for the organization
to stand out amongst the competitors. It is fundamental to adopt right strategies that helps
organisation to grow in the market. There is an analysation of business environment factors that
affects the performance and productivity of the organisation. Appropriate models and
frameworks are used to evaluate the influences of such factors. The risks and issues are also
identified with the help of enterprise risk management model. It is involved with four
categorises.

REFERNCES:
Books and Journals:
Asheim, B.T., 2019. Smart specialisation, innovation policy and regional innovation systems:
what about new path development in less innovative regions?. Innovation: The
European Journal of Social Science Research, 32(1), pp.8-25.
Fukuda, K., 2020. Science, technology and innovation ecosystem transformation toward society
5.0. International journal of production economics, 220, p.107460.
Giebel, M. and Kraft, K., 2020. Bank credit supply and firm innovation behavior in the financial
crisis. Journal of Banking & Finance, 121, p.105961.
Kesidou, E. and et.al., 2022. Dynamic openness for network-enabled product and process
innovation: a panel-data analysis. International Journal of Operations & Production
Management.
Mahmoud-Jouini, S.B., Fixson, S.K. and Boulet, D., 2019. Making design thinking work:
Adapting an innovation approach to fit a large technology-driven firm. Research-
Technology Management, 62(5), pp.50-58.
Mbanyele, W. and Wang, F., 2022. Environmental regulation and technological innovation:
evidence from China. Environmental Science and Pollution Research, 29(9), pp.12890-
12910.
Mubarak, M.F. and Petraite, M., 2020. Industry 4.0 technologies, digital trust and technological
orientation: What matters in open innovation?. Technological Forecasting and Social
Change, 161, p.120332.
Shafiq, M., Tasmin, R. and Qureshi, M.I., 2019. A developed framework of mediating role of
inbound innovation strategy between bos and innovation performance. International
Journal of Engineering and Advanced Technology, 8(5), pp.1375-1381.
Weber, P. and Grauer, Y., 2019. The effectiveness of social media storytelling in strategic
innovation communication: Narrative form matters. International Journal of Strategic
Communication, 13(2), pp.152-166.