DESERT DENTAL EQUIPMENT AND SUPPLY, INC.

Authors

  • Leonard Hostetter Northern Arizona University

Keywords:

logistics, marketing strategy, CRM

Abstract

Haley Somers is the daughter of Mike Frances, founder of an Ogden, UT based distributor of dental equipment and supplies.  He founded the business in 1977, serving dentists primarily throughout the state of Utah.  Haley worked in the business and assumed responsibility for expanding the family business into California, Arizona and Colorado during the mid-1990s. 

 

Gross sales revenue totaled $25,000,000 in CY 2018.  In 2019, Haley decided it was imperative to develop a customer lifecycle based marketing strategy for growing future revenue.  In large part, this was being driven by an increasingly competitive market for dental equipment and supply distributors.  Customer relationships had been the driver of growing their business to date.  Haley had two weeks to develop a recommendation for review with her father, Mike, and her brother Jeff, who was appointed to the position of CEO in 2016.

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Published

2024-02-09

Issue

Vol. 17 No. 1 (2020)

Section

Cases

License

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