marketing plan slides

MARKETING PLAN 5

Marketing Plan: Outline

Keisha Wisher

Wilmington University

Outline

Service Description

The health care service under consideration is a health care package targeting the most vulnerable in the society. The impoverished families in America have been marginalized from accessing quality healthcare services, which they are willing to purchase a package they can afford. The affordable care package the poor can access is one that is being offered at a discounted price compared to the market price. Thus, the idea of providing the care service using the mobile clinics is intended at lowering the operational costs that will allow for the discounting of the market price to accommodate the poor. The operational costs will be minimized under the mobile clinic services since rental and lease expenses that comprise a significant cost of the operations cost will be eliminated. The services will be stationed in movable containers that will be moving across the impoverished neighborhoods. Equally, the federal and state tax incentives and subsidies are given to companies enhancing the welfare of the impoverished will reduce the tax expenses and essential operational costs allowing for lowering of the service fees. Thus, the mobile clinic service under the consideration is a program targeting the poor in accessing quality healthcare.

Rationale of the Selected Service

The rationale behind the business model of the mobile clinic service is the cost leadership of value proposition. The value proposition implies the element that will make a product or service been offered to be attractive to the targeted customers. Thus, the cost leadership is the rationale behind the mobile clinic service since it will win the preference of the targeted customers through friendly prices (Berkowitz, 2016). The cost leadership model means minimization of the costs while maintaining quality to win the competitive advantage of lower prices compared to the competitors in the same market. The discounted price will stimulate the low-income earners in the country to prefer the services been offered by the organization (Berkowitz, 2016).

Organization and Information

The healthcare organization offering the service package under consideration is inclined to the social welfare of the targeted market. This objective means organization seeks to promote the accessibility of quality healthcare to the less fortunate in the society. The good social objective of the organization has informed the need to develop a mobile service model due to the low operational costs it will realize. Furthermore, the organization will be operating in the residential neighborhood through movable trucks with installed clinical equipment, which will eliminate a significant proportion of the operations costs.

SWOT Analysis

Strengths	Weaknesses
Accessibility Price advantage Low operation costs Tax and government subsidiaries Socially responsible reputation	Limited line of services Marketing deficiencies Skilled staff attractiveness Resource scarcity
Opportunities	Threats
Absence of dominant competition Affiliation with non-profit welfare organization like Red Cross and WHO Government grants New technology	Adverse demographic changes Security risks Adverse government policies Introduction of discount insurance plans New entrants

Promotional Elements

Owing to the characteristic of the service been offered, the social media, radio, and television will be promotional elements that will be employed in the marketing efforts. The social media will be effective in marketing the services due to the advantage of generating trending stories of the new care services in the market (Berkowitz, 2016). The trending of the new package will enhance the awareness of the service effectively in the market. Equally, the radio and T.V adverts will be effective due to the popularity they have in low-income neighborhoods (Berkowitz, 2016).

Reference

Berkowitz, E. N. (2016). Essentials of health care marketing. Burlington, MA: Jones & Bartlett Learning.