Identify Green Crescent's initial strategy. What business is it in? What services does it provide? to whom? What market niche does it serve? Green Crescent is an innovative multi-specialty private clinic that happened to be a victim of a deteriorating environment. Its founder, Dr.

Buraik, imported its concept from the U.S., and introduced it with some slight modifications in the over-crowded market of Riyadh, the capital city of Saudi Arabia in 1981. The idea was to provide first-class personalized health care services to a select group of subscribers. The majority of those were expatriate corporate employees; the minority, self-paying private Saudi patients. A severe business recession meant the exodus of the former and stiff competition for the latter. Consequently, the core patient group of the Green Crescent subscribers has virtually disappeared. Besides, a feud among the owners reached the courts, which decreed liquidation.