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Why Is Dentsply Sirona So Confident That It Can Gain Market Share?


Mar. 20 2018, Updated 10:30 a.m. ET


Although Dentsply Sirona (XRAY) has given a disappointing performance recently, the company is still confident that it can gain a higher market share going forward. The company has gone through a series of leadership changes in recent months and has put down strategic plans to bolster the company’s growth and improve its operational performance, as we’ve discussed in the preceding parts of this series.

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The company’s strategic growth plan consists of five key priorities meant to counteract the impact of the significant impairment charges it saw in 2017 (stemming from the merger of Dentsply International and Sirona Dental Systems in February 2016). Below, we’ll discuss why Dentsply Sirona is so confident that it can gain a higher market share in 2018 and 2019.

Key factors expected to drive Dentsply Sirona’s growth ahead

Dentsply Sirona is confident that it can leverage its brand leadership in multiple businesses (see table above). A lot of these are sticky markets wherein GPs (general practitioners) are technically trained and wouldn’t readily transition to other technologies.

Such brand sensitivity makes Dentsply Sirona confident of its growth prospects in these markets. Dentsply Sirona continues to invest in dental school sponsorship programs and other educative initiatives. Notably, Danaher (DHR) is the next-largest player in the dental technology market, followed by 3M (MMM), and Align Technology (ALGN).

Dentsply Sirona has a comprehensive product portfolio in dentistry and provides products according to the varying needs of dentists worldwide. The company has a skilled salesforce, catering to GPs as well as to specialists. Thus, Dentsply Sirona has a competitive edge in the market, which enables the company to command higher prices and improve the product mix.


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