o conclude your marketing plan, in Assignment 3, you will describe the company’s, marketing strategy, implementation strategy, expansion plan, social media strategy, monitoring methods, and integrated marketing communication strategy.
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Note: You may create and / or make all necessary assumptions needed for the completion of this assignment.
Write a six to seven (6-7) page paper in which you:
1.Develop the company’s branding, pricing, and distribution strategy.
2.Classify the company’s major competitors as inter- or intra-competitors. Categorize the competitors’ major strengths and weaknesses.
3.Develop the differentiation strategy in relation to the closest competitor.
4.Establish whether the company’s intention is to be a leader or follower within the industry.
5.Specify two (2) social media and / or media tools that you would use as you develop your plan. Justify each of your chosen tools.
6.Suggest the integrated marketing communications that are most relevant for your marketing plan. Relate each marketing communication to your company’s advertising strategy.
7.Use at least five (5) academic resources that address sustainability and monitoring of effective marketing plans and determine the applicability for your hypothetical company. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements:
•Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
•Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
The specific course learning outcomes associated with this assignment are:
•Develop strategies to assess performance and achieve marketing goals.
•Develop pricing strategies and distribution channels for products.
•Analyze integrated marketing communications and its relationship to advertising strategy.
•Evaluate marketing research tools involved in the marketing process.
•Use technology and information resources to research issues in marketing management.
•Write clearly and concisely about marketing management using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric found here.
I have included paper #1 and #2 for your reference
The Azure Adult Daycare Centre will be an innovative center that combines both the elements of a senior and adult day care center that will incorporate a health and wellness program. The center will strive on offering a safe and caring environment for Adult in need of constant care and supervision. In addition the center will not just be offering care to its consumers it will also offer recreational activities that will include; entertainment, music, socialization functions and activities that are deemed to be improving the quality of life. In terms of health and wellness, the center will have spa, massage parlor, therapy pool and a gym to cater for the exercising needs of its consumers. The adults and senior will be offered with good nutrition according to the prescription of their individual doctors and institution doctors and the staff will be highly qualified. Azure will be located in London and will be operating from 0730hrs-1830hrs.
The political element is one factor that is going to greatly influence this business, regulation of the business based on the kind of service it will be offering it is a highly regulated business. Dealing with adults who need special attention and the seniors in society, there is a possibility that they could be taken advantage of and hence the strictness in licensing such businesses. Azure Adult Daycare Center will need to strictly follow the rules and regulations that have been set for it to continue being in business.
The business environment is greatly affected by the prevailing economic activity; the world is still trying to get back on its feet due the global financial crisis that affected the world from 2008. This means that everyone in society is trying to cut back on spending as they try to get back to the same financial position they were before the recession. This will mean that every decision of spending will based on needs and wants, anything that has an alternative will be given a second thought rather a first significantly affecting the business. Zhu & Sano posit that the cost for caring for patients with alzheimers disease has increase affecting the quality of life for both patient and caregivers.
Changes in lifestyle will be working for Azure Adult Daycare Center, society is fast becoming very busy and people with special needs are being ignored by the families. According to Curren (1995) posits that daycare has become the main cornerstone in the care of the elderly and mentally disable individual living at home. Families are finding caring for such individuals as tiresome and time consuming. Further, there is a sense of selfishness and total disregard of people with special needs. This will mean that more and more adults and senior will be looking for centers where they can feel wanted and never lonely. Families are also looking for centers where they can take these individuals to get them out of their hands.
Technology will affect the business on various aspects; this will include advertising and promotion. The company will have various avenues that they can use to reach the potential market. In addition, Azure will have the opportunity of employing various technologies available to increase its competitive advantage and also increase value for its potential consumers.
Azure will need to incorporate various activities that will embrace the green element of society. The increase in ‘green consumers’ means that the business will need use these elements to ensure that the processes used will be environmentally friendly. Sustainable use of the environment ensures that resources are made available for the future generations.
Azure will need to be very careful as this is a factor that will affect the business greatly, owing to sensitivity of the individual that the business will be caring for means that they have a lot of power in their hands considering they are ‘disadvantaged in society’ and any slight issues could expose the company to lawsuits which could spell doom for the company and its overall future business.
Target Market Analysis
The main target market for Azure will be adults in need of special care owing to disability, and diseases and the seniors of society needing special care. The secondary targets for Azure will include adults that are in recovery from surgery and those requiring palliative care for a short period of time. Adults requiring special care due to Disability and Diseases
Age: 18-45 years
Gender: Male and Female
Marital Status: Single. Married, or Divorced
The individuals that the business will be targeting will be individuals who the families do not have the time to take care of them or those that do not have anyone to take care of them.
Individuals who feel they are not in a position to care for themselves with their current condition
The increase in number of individuals that are being affected by disability and diseases are on the increase around the globe and the UK is not different. There are over 850,000 individuals being affected by diseases such as dementia and it is estimated that by 2025 the UK will over a million people affected by dementia alone. This shows the potential of the market size for dementia alone being enough to sustain the business and yet the business will also be depending on Alzheimer’s and disability as well. Baumgarten et al. (2002) posit there is a positive perception of the day care centers in seniors, making this a perfect target market due to their acceptance of day care centers.
Azure will position itself as a top notch institution that will be suitable to care for the varied needs of this age group. Form the equipment, facilities and activities that will be offered by Azure to its consumers and potential consumers.
Age: 45- and Above
Gender: Male and Female
Marital Status: Single. Married, or Divorced
Seniors neglected by family and want to have company to take away the loneliness.
Seniors who need specialized care that cannot be offered in the current setting they are living.
Senior living on their own and unable to cope with pressure of being aged and living alone.
There is an increase in the number of individuals who over the 50 years and the number keeps on increasing. From the population the age bracket being targeted represent 29% of the total population of the UK. The 55-64 age bracket is 11.5% and 65 years and above are 17.5% and this shows that the market size is good enough for the business to target as it consumers. Spijker & Maclnnes (2013) posit that the old age population is becoming a concern in all developed countries.
Goals and Objectives
Short Term Goals
Ensure that the company has a market share of 5 % within the first year of operations.
Ensure that the company maintains 90 % profit margins with the 1st three years of operations.
Long terms Goals
Be the market leader in adult care business in the UK within 3 years.
Ensure that the company is operating within 100 % profit margins after the 1st three years.
Azure will be positioned as an innovative care center that will incorporate the use of technology to cater for the various needs of the consumers. Azure has also targeted a very good market segment which will ensure that the company has a constant stream of clients for its services. The increasing needs for the care for these individuals in society.
The greatest weakness for the business is the fact that the economy is still not as stable as it should be and this will mean the institution looking for ways in which it could value to match the cost that it will be charging for its service.
Azure has various other target markets that it could target with its services. More to that it has the possibility to innovate its products to further create value for its consumers. Dealing with a variety of target markets offers Azure the opportunity to experiment and it could also target the same consumers in the lower age bracket to be potential consumers after the reach the senior’s age and require the same services being offered to them.
Competition is the greatest threat the company is currently facing and this could have significant impact on the company’s profit. However, owing to the quality of service that the company will be offering it will be highly unlikely that the company will highly susceptible to completion in the market.
Baumgarten et al.(2002). Adult Day Care for the Frail Elderly: Outcomes, Satisfaction, and Cost, Journal of Aging and Health, 14(2): 237-259.
Curren, SM.J. (1995). Current Provision and Effectiveness of Day Care Services for People with Dementia, Reviews in Clinical Gerontology 5:313-320.
Spijker, J & Maclnnes (2013). Population Ageing: The Timebomb That Isnt? BMJ: 347
Zhu, W.C & Sano, M.(2006). Economic Consideration in the Management of Alzheimer ’s disease, Clinic Interventions in Aging, 1(2): 143-154.
A branding strategy is basically a long term plan on how to develop a successful brand for the company to achieve specific goals. A brand are the intangibles and to make Azure stand out, we will focus on the following aspects
The main purpose for very business is to make money, but to make Azure succeed we will use the intentional concept which focuses on success but also relates to the ability of Azure to make money and make a positive contribution to the world. Our vision and business idea will be to provide the best high end services to the elderly specifically designed with their needs in mind with prices that do not dent their pockets regardless of how tough the economy is. Value for their money is what will set us apart from the competition. We also have plans to have a spa for all age groups for diversification and to increase our income and enable us to sustain our high standards.
Every aspect of marketing will be for enhancing Azure. Be it a photo added on to one of our social media platforms or a publication on a daily, the style, the colours, and the tone of our audios have to speak Azure, such that just seeing an advert without audio one will easily recognize us. Our slogan will be ‘Age with Dignity’ The quality of our services will also always remain top notch.
We will create a community around Azure to allow our customers to feel like they are part of a care giving home, Azure. The opinions of our clients on what they would wish to have will always be put into account before making decisions. We will involve other people within the community and encourage them to spare some time and visit the elderly. Azure is not just a facility for the elderly, it is a home for the senior citizens and the community at large. We will have community days which will encourage the other family members and the neighbours to spend some time together.
It is paramount to remain consistence for our brand to be in people’s minds, but for Azure to be distinguished from our competitions, we will keep up to date especially with the changing technology to enable us to cater for the changing needs of our customers.
Azures employees will be given Intensive training to ensure that they communicate well with our customers and they also will be good brand representatives. Azure is a care giving institution and this requires employees to be very patient, a virtue that will be displayed by every single employee, from the cleaners to the nurses.
Our clients, our supporters and our employees will always be rewarded. We understand that every stakeholder has contributed to the growth of our business. Be it word of mouth marketing or contributing money or time to the facility. We are there because they have made us and for that, their efforts will always be recognized.
Azure will always appreciate real competition because it will help us improve our strategy which means better services for our clients. To stay ahead of the competition, we will have a team of dedicated researchers on the ground at all times and our clients will never lack.
A marketing strategy defines what a company wants to achieve. It is how a business plans to communicate it value proposition to the target market. Azures marketing strategy is designed in a way that it is easily adoptable to suit the needs of the care centre. We will consider three factors; our brand identity, our current position in the market and our routes to the market.
We want to be identified as high quality health service providers for the elderly. Azure will offer a very involving social community with activities like community days, meant for socializing, entertainment facilities and most importantly state of the art physical fitness equipment. We will focus on keeping the senior citizens, comfortable, happy and active.
Our Current Position
Azure is a start-up and we have a very ambitious plan of being at the top within a period of three years. We are not only focusing to top the list of care giving centres, we want to be the top of high end service delivery centre.
Our Route to the Market
Routes to the market are the channels that we will use to reach the high end clients. We will incorporate both direct and indirect methods to reach our target audience. Our direct methods which involves our sales team taking brochures door to door will help us access our target audience at their homes and give them an opportunity to ask any questions they may have.
Brand positioning involves designing a company’s offer and image such that it is always in the customer’s mind. Azure Day-Care Centre is the recording the best performance in the region mainly due to the high quality of services provided.
To those with elderly in their lives that need top-notch care, Azure is an adult day-care that incorporates health and wellness program for the senior citizens.
Most families that can afford to have their family members catered for in a high-end day care have extremely busy schedules to afford enough time to cater for the elderly. In most of this home settings, children who are supposed to take good care of their aging parents are focused on building successful careers and they usually have tight deadlines to meet but they want their relatives given the best care possible. The sponsors responsible for these senior citizens usually have leave days from work and as they come to spend time and see where their loved ones spend their better days, they also get a chance to enjoy our facilities like the spa. Our slogan ‘age with dignity’ is to communicate to our customers that we appreciate them so much and they deserve to take a sit and enjoy their senior years with dignity. Some of these senior citizens have worked most of their years and when they retire they have achieved what they intended to and a day care would be the best place to spend their time with people they can relate with as they are given utmost care.
Being a startup, Azure is focusing on the quality of service and we established high end clients as our target market. It is an easy market to reach with the right product and with our high quality of standards, we are guaranteed of almost full booking at any given moment. Our use of direct and indirect processes will include, television advertisements, newspaper pullouts, holding roadshows, distributing brochures and walking in into homes. Walking into homes will probably give us more clients since we identify specific high end streets for direct contact.
About Azure Day-Care Centre
Azure day care center is a high end and innovative center that focuses on the well-being of the senior citizens in our society. Azure aspires to be globally recognized for its impeccable services offered and its main contribution in the society at large. Safety, happiness and comfort will be at the forefront of our concerns. Azure is not only a safe haven for the senior citizens, it is also a wellness center that ensures that clients do their exercises and their nutrition is observed.
Azure’s mission statement Our mission is to encourage the well-being of older adults, give them independence, allow them to age with dignity and self-respect and encourage the community to appreciate the old.