Reference no: EM133190355
Marketing Plan Assignment - Gather information from your contact at the organization you are working with and from other sources to complete this assignment.
Healthcare Organization: The Auberge at North Ogden
Product/Service Chosen to Focus on: SPARK Activities Program
1. Target market segments - a) Define primary and (if appropriate) secondary target market segments of your products/services. Be specific; use principles learned in Section 4. Everything else in your marketing plan (objectives and strategies) will depend on how you define your target markets. Remember that a target segment is the group of potential customers who are most likely to buy your product at the current time. It is NOT a description of everyone who might possibly buy your product someday.
Primary Target Market: Social service workers who refer residents from rehabilitation centers and home care services.
Secondary Target Market: Children of potential residents in the Ogden, Utah area
b) What criteria did you focus on to determine the target segments? (Age, location, etc.) Why did you choose those criteria?
Primary Target Market: The criteria we used to determine our primary target market were location and types of services. The marketing director at the Auberge said she recruits through the social workers at South Ogden Post Acute, Stonehenge, and Mt. Ogden Rehab, as well as a home care company called Signature. Based on this information we chose to select the social workers at long term care facilities, rehabilitation centers, and home care services in the Ogden, UT area for our target market.
Secondary Target Market: Not only are we aiming to attract referrals from service providers, but we are also focusing on the children of potential residents who reside in Ogden, Utah. Children of potential residents are often the ones who make the decision on which assisted living facility their parents will reside in. People who become residents of assisted living facilities are sometimes incapable to make decisions at an old age. Children want the best for their parents and will ensure that the right choice is made. We chose the Ogden area because the children of residents waThe SPARK activities program enhances the residents' experience and allows them to be more involved within the resident community.
c) Find information that will help you calculate the approximate size of your target segment(s). Calculate the estimated size of your target segment(s); show your calculations and identify the sources of your information.
PRIMARY TARGET MARKET: approximately 24 social service workers
Calculations - one SSW at each company/facility
Rehabilitation Nursing Homes
-South Ogden Post Acute
-Stonehenge of Ogden
-Mt. Ogden Rehabilitation
-Pine View Transitional Rehab
-Lomond Peak Nursing and Rehabilitation
-Crestwood Rehabilitation and Nursing
Harrison Pointe Healthcare and Rehabilitation
-Washington Terrace Center
Home Health and Hospice
-Signature Home Care
-Applegate Homecare & Hospice
-Home Helpers Ogden
-Comfort Keepers Home Care
-Interim Healthcare of Ogden
-Encompass Health
-Hearts for Home Health
-Envision Home Health & Hospice
-Right at Home
-Abundant Life Home Health & Hospice
-Integrity Home Health & Hospice
-Heart & Hands Homecare
-Canyon Home Care & Hospice
-Visiting Angels
-Ogden Signature HCH
-Alpine Home Care & Hospice
SECONDARY TARGET MARKET - For example: If you identified your most likely buyers as men between the ages of 20 and 30, living in Ogden city, and having above average income your calculation might look like this:
Total population of Ogden between 20 and 30 = 16,000 people; % male = 50.76; Half would have above average income:
Estimated size of segment = 16,000 x .5076 x .50 = 4,061
2. Competitors and SWOT analysis -
a) Identify your key competitors. The key competitors for The Auberge at North Ogden are Quail Meadow and The Lodge at North Ogden.
b) Prepare a SWOT analysis for your organization. Work with your contact(s) to brainstorm a list of strengths, weaknesses, opportunities, and threats for your organization including those for the product you are working on.
The Auberge at North Ogden - Marketing objectives would include enhancing the resident activity programs. Strengths consist of customer experience centered, increased sense of community, residents have access to kitchen/dining areas, very spacious facility, and the memory care stations enable seniors with Alzheimer's or related dementia assistance with remembering their own lives. Weaknesses include being an old facility, part of a large corporate structure, low resident participation, minimal staffing, and frequent name changes. Opportunities involve expanding/improving existing activities programs, strengthening community partnerships, offering service project/volunteer opportunities, providing travel service, and hiring additional staff to improve ratios. Threats consist of the number of other assisted living facilities in the local area, senior residents already established routines, the growing pains that come along with introducing a new program, the facility does not offer rehab/skilled nursing capabilities,and the location of the building is along a busy street making it dangerous for senior residents that may wander off.
c) Prepare a SWOT analysis for each of your two main competitors. You do not need to interview the competitors. Gather information from the contact at your entity and from the internet to brainstorm a list of strengths, weaknesses, opportunities, and threats for each of the two main competitors.
Quail Meadow - Strengths would include having well-trained staff that are dedicated to fulfilling the individual needs of their senior residents, underwent management turnover, brand-new community in a quiet residential neighborhood, nice/clean facility, and it is a pet friendly environment. Weaknesses consist of being a small facility (48 residents), having incredibly small rooms, expensive, there is not a nurse on staff, and they do not accept Medicaid/Medicare. Opportunities include improving memory care resident activity programs, more diversity, and encouraging residents/family members to leave more feedback (No Facebook reviews). Threats consist of the number of other assisted living facilities in the local area.
The Lodge at North Ogden - Strengths are it is a retirement community that offers independent living, assisted living, and memory care for 130 residents. Affordable, located near shopping, dining, major hospitals, recreational activities and historical attractions. Friendly atmosphere, with extraordinary cuisine, and transportation services. Weaknesses include being part of a large corporate structure and brand recognition. Opportunities would include encouraging residents/family members to leave more feedback (14 Facebook reviews). Threats consist of the number of other assisted living facilities in the local area.
d) Summarize the key outcomes of the SWOT analysis (choose a few areas from the above lists on which you will concentrate.)
The key outcomes of the SWOT analysis for enhancing the resident activities program on which we will concentrate are strengthening community partnerships and offering service project/volunteer opportunities. Strengthening community partnerships will create a shared interest in the residents, these partnerships will also aid in bolstering relations. Offering service project/volunteer opportunities will enable groups within the community that include, churches, schools, military, boy scouts, girl scouts, etc. chances to provide support to longtime members of society.