Core Competences
NãoFumoMais lives in the health sector. Although its core business is conquering tobacco dependence, its services also include loosing of weight and insomnias. These last areas are just a complement to the main one, where they can personalize and turn the treatment more effective, however is relating to tobacco the main reason for capturing customers.
The competitiveness of the company comes from the way how they manage their resources and how they make them close to potencial customers. To disclose their significant successfull cases rate, they distribute brochures, make lectures to big companies, pass commercials on the radio and for last, but not least, they use WOM “word on mouth” by satisfied customers. These methods are analysed through surveys to enforce the more effective one. Although it is expensive, the technology in use for these kind of tratments has 90% of success and extraordinarely difficult to imitate which gives them an enormous competitive advantage. Besides, the cure is fastly achievable and painless.
Focusing on the competetion, which is significant, a question might be placed: Which are the reasons the make people choose this treatment, knowing that is more expensive, instead of others?! The main one is the successfull treatments’ rate (90%). It is formed by one session based on natural products without adversive effects. Its price is 320€ that can be paid in 4 times without any interest rates and the guarantee of failuring is offered by returning the same ammount of money. The treatment planning also includes the monitoring of a psychologist to verify how interest the person is in giving up smoking. In the end of the proccedure the psychologist prescribes some medicines in order to turn the secondary effects caused by tobacco components’ lack more soft.
These steps ensure the efectiveness of this business and assuming that people are really concerned about giving up smoking, the high price passes to a secondary stage....