From strategy via business model to tactic formulation - Providing Curaden AG with a tactic proposal for their strategy to enter the Thai market with their software solution

Abstract

Curaden AG is a company specialised in the dental health sector and wants to expand its IT solution for dental care practices. More accurately, Curaden AG has set the strategic intention to enter the market of Thailand with its software solution PracticeDent. PracticeDent is a comprehensive and user-friendly management system which allows practices to manage every aspect of their business. Accordingly, this thesis’ objective is to provide Curaden AG with a carefully elaborated tactic proposal for their market entry in Thailand.