Starbucks

Invisalign

Marc Guimarin


Summary
Invisalign is a company which invented a immature way to do orthodontic correction to teeth. Their system was revolutionary in that it use estimators to predict the movement of the patients teeth during the treatment, and significantly reduced the epoch an orthodontist would have to spend with one patient. The biggest selling point of the harvest is that unlike the current way of correcting teeth which uses highly unmistakable braces, their system uses a clear plastic which is not as visible to others. The other great benefit of this system to the consumer is it allows them to overhear it off for eating and brushing their teeth. This is a big task with braces, since they tend to be less sanitary, and would run the risk of permanently discoloring the teeth. There is also a stigma attached with the conventional braces for adults, and the Invisalign system allows the user the ability to take show up the product during social situations.
The issue with this case is converting the potential customers into customers. The firebrand itself was branded exceptionally well. They achieved an 80% brand recognition, and received 8,000 calls a week to their 1-800 number. The website of Invisalign also had a good amount of traffic.



The karyon issue was figuring out what was holding back the prospective customers.
Company and industry analysis
Invisalign was formed by two people, Zia Chishti and Kelsey Wirth, who were not dentist. They met while at Harvard business school, and saw a new market which could be created. Zia Chishti had a background in computer science, and was the technical side of the operation. Kelsey Wirth had experience in the business world, and was the marketing/management side of the company. Their company used computer engineering to map the patients mouth, and create molds which would be changed all two weeks. Their system required far less date from the orthodontist, and would net an...If you want to get a full essay, ordinance it on our website: Orderessay



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