Description
6-8 pages; minimum 5 academic or professional references published in the last 5 years
You currently work as a marketing coordinator for New City Home Care, a private home health company that offers nursing care and therapy services to the elderly residents of a medium-sized Midwestern city with a population of about 55,000 people. The neighboring town, about 10 miles away, has a much smaller population, but as the population ages, this town is seeing an increase in retirees. The chief executive officer (CEO) of New City Home Care has decided that it would be beneficial to expand into this town by opening a satellite office. She is eager to be the first home health company to open a physical office in this new territory and has tasked you with developing a marketing plan. You have been asked to provide an executive summary to the management team of the marketing plan.
The summary needs to explain how the following will used in your team's marketing plan:
- The company’s historical resident trends and current strategic plan
- Demographic data
- Quality standards
- Marketplace analysis, including competition
- Models and best practices for reaching the target audience
- Developing recommendations to ensure alignment with company strategy
- Writing the plan and setting expectations
- Implementing the plan and proven best practices for implementation
- Tools for evaluating and adapting the plan
Explanation & Answer
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Running head: MARKETING PLAN
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MARKETING PLANNING
Name
Course
Tutor
Date
MARKETING PLAN
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NEW CITY HOME CARE SERVICES
Marketing plan summary for proposed satellite office
Introduction
The New City Home Care Services is a leading provider of care services for the elderly
population of the New City. It has been in existence for the past ten years and has distinguished
itself as a premier service provider in the industry. The company boasts some committed staff who
attend to their patients with utmost professionalism, hence elevating the company profile to award
winning status. The company's impeccable profile, alongside its strategic plan for the next ten
years and increased public demand, has led it to consider expanding its services to the nearby town.
The following is a detailed executive summary of the marketing plan for its contemplated
expansion. The review touches on some delicate yet vital aspects of the intended growth profile to
be adopted and implemented by the company.
Historical trends and current strategic plan
The company has been in the industry as a significant player for over ten years.
Incorporated in 2006, the company has been in operation actively, offering care services in the
homes of New City's elderly population. New City Home Care Services was among the pioneer
outfits to accord care services to the homes, rather than attend to their clients in isolation in
facilities away from their families.
Its growth is attributable to the increase in the rate at which the idea has been embraced by
the population in general. More people are willing to pay more for care services to be delivered to
MARKETING PLAN
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their homes, which environment is familiar to the patients. Since more people have subscribed, the
company profile has immensely grown and so has the demand for more professional staff.
Currently, the company has put in place a 10-year strategic plan to increase its services to
residents of surrounding towns and settlements. The amount informs Their catchment area in
numbers of retirees and the growth in the elderly population. Further, the economy dictates that
families cannot afford to leave members at home to take care of their elderly relatives, hence an
increase in demand fo...
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