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SWOT Analysis A SWOT analysis is a tool used to analyze the internal and external environment of a business by looking at the strengths, weaknesses, opportunities, and threats of a business or a business idea. 1 Through SWOT analysis, Mareez dental center can establish its strengths and leverage them to boost business revenues and profitability. STRENGTH  Excellent dental care  Experienced employees.  Advanced level of technology.  Positive consumer perception WEAKNESSES  Expensive pricing  Declining revenues OPPORTUNITIES  A huge unexploited market.  Expanding to other cities and other countries in the region THREATS  Constantly changing regulations  Rapidly changing technologies Strengths and Weaknesses According to the interview with the manager of Mareez dental center, the facility has heavily invested in technology so that they can provide quality services to their clients. Besides investing in technology, the facility has very experienced dentists. These two factors 1 B. Phadermrod, R. Crowder and G. Wills, "Importance-Performance Analysis based SWOT analysis" (2019) 44 International Journal of Information Management. P2

enable the facility to provide quality dental services, creating a positive perception among the clients. 2 However, the facility has a poor marketing campaign which means that very few people in the locality know the facility. Many of the clients are referrals’ who then become loyal clients. Also, their pricing model is very expensive, and many might not afford or may avoid the facility, which might be the reason for declining revenues. Opportunities and Threats The dentistry industry is rapidly evolving as more individuals are interested in altering their smiles through cosmetic dentistry and also due to an improvement in incomes and living standards. 3 Therefore, a wide market is yet to be exploited that the facility can benefit from. Besides, the facility has the opportunity of expanding to other regions in the country and abroad. However, the regulations in the medical field are rapidly changing, which might limit the growth of the facility to other regions and countries. Similarly, modern medical technologies are rapidly changing, and this could be expensive to keep up with. The SWOT analysis reveals that Mareez dental center has a big unexploited market which it can reach through proper marketing strategies. Also, the facility has more strengths than weaknesses which it can leverage as it introduces a new pricing and marketing strategy . 2 C. Prejmerean, and S. Vasilache, "Study regarding Customer Perception of Healthcare Service Quality in Romanian Clinics, Based on their Profile", 2009 3 Business Wire, "Saudi Arabia Dental Care Market Report 2017-2021 - Growing Penetration by Insurance Is Driving the Market - ResearchAndMarkets.com", 2021

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