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Competitive advantage Through Marketing: The Key to Maximising long term profitability’ Contents Contents 1 Introduction 4 Concept of Marketing for Andersen Holdings Private Healthcare 4 Marketing as a function 5 Segmentation 5 Target markets 5 Market Segments 5 Product and innovation strategies for Anderson 6 Product Mix 6 Pricing strategy 7 Channel of Distribution and Logistics 7 Intermediaries 8 Communications 9 Environmental Analysis 9 Strength 10 Weaknesses 10 Opportunities 10 Threats 10 Marketing Planning 11 Situation analysis 11 Statement of marketing objectives 11 Summary of the Strategy and actions 11 Evaluating and controlling strategic marketing 12 Strategic Marketing Planning 12…
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The healthcare services that the company provides are delivered in an integrated framework which in instrumental in reaching the company to various market segments. Concept of Marketing for Andersen Holdings Private Healthcare Prior to the analysis of the options available for Anderson Healthcare as well as the possible marketing strategies it is important to review the basic concepts of marketing and selling in brief. The marketing for the company would mean a focus towards the target customers that the company caters to (Peppers and Rogers, 2004, pp. 78-84). The business processes are structured in such a way that the benefits of the patients would be the main focus for the business managers. Since the company operates in the healthcare sector, the specific groups of patients with different problems would be the target market for the Anderson. Hence for achieving customer satisfaction, Anderson would try to meet their specific needs. This marketing strategy would help Anderson in the achievement of the desired goals and would provide a competitive advantage amidst a very intense competition. This concept of marketing is different from that of the selling concept, which is more inclined towards the mass market and aims at the profitability through increases in the sales volume. Customer satisfaction and brand loyalty is a less important part of selling as distinguished from marketing concept. Marketing as a function In order to develop a sustainable brand the companies need to nurture the marketing function from the inception of the company. A serious marketing function in a company would engage into thorough market research and develop the product as per the needs of the potential customers. The company also needs to spend enough on the marketing communications to make an awareness of the brand to the customers. Thus the seven P’s of services marketing like Product, Place, Promotion, Price, Physical Evidence, People and Process are the areas where the companies should work on. For Anderson, it is also important to spend enough on the marketing aspect to ensure the strengthening of the brand equity of this healthcare service provider. Segmentation Target markets Anderson reaches to each of the target customer groups mainly based on the geographical segmentation strategy. The major markets where the brand has noticeable presence are Europe and Asia. The countries at where the company has medical centres include UK, Austria, Germany and Switzerland. United Arab Emirates is also one of the major target markets of the healthcare company. In the eastern part of the globe the company has presence in China, Indonesia, Philippines, Sri Lanka, India, Pakistan, Myanmar, Singapore as well as Australia. The recent venture of the company has been the Baltic countries and the Russian markets (Boone and Kurtz, 2010, p. 453). Market Segments The company focuses on the different specialised ... Read More
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