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Running head: MARKETING PLAN
This marketing plan identifies the marketing goals for the geriatric care business and
highlights the specific strategies to be employed to achieve them. It identifies the target
customers, the promotional strategies to reach them, and the services to be offered to them.
Additionally, it determines a suitable pricing and positioning strategy and identifies effective
strategies to maintain customers and use them to attract more patients. Finally, it outlines an
evaluation criteria to determine its effectiveness.
The goal of all the marketing efforts is to attract new customers to the geriatric care
The International Journal of Preventive Medicine estimates that the number of people
aged over sixty and above will increase to 1.2 billion by the year 2025 (Shrivastava, Shrivastava
& Ramasamy, 2013). This population segment is the geriatric care business’s target market. It is
primarily made up of baby boomers. A significant percentage of the target customers make the
decisions regarding their care. The remaining percentage, particularly those aged eighty and
over, are dependent on their caregivers who make the decisions regarding their care.
Pricing & Positioning Strategy
The business targets mature adults who ha...
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