Marketing Proposal for A New Ambulance Service Transportation Company
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Transcript of Marketing Proposal for A New Ambulance Service Transportation Company
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
Bachelor of Business Studies (Singapore)
STRATEGIC MARKETING MANAGEMENT
(MKT3005S)
Faith Ambulance & Integrated Services LLC,
Singapore
Name: Abigail Catherine Yang Wenjie
UCD Student ID: 14208093
Serial No. 1
Class/Batch: FT UCD BBS MKT 22
Statement on Company Choice
I have not used the above company in assignment for other modules
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
Table of Contents
Page No. 1.0 Introduction 1 2.0SWOT Analysis 1, 2 3.0 Marketing Objectives 2
3.1 Company Vision & Mission 2, 3 3.2 Our Objectives 3
4.0 Target Market Segment 3
4.1 Advertising 4 4.2 Digital Marketing 8 4.3 Public Relations 9
5.0 Marketing Mix 4
5.1 Product Strategy 4 5.1.1 The Customer-Value Hierarchy Model 5 5.1.2 What Makes Us Different 6
5.2 Price Strategy 6 5.3 Place Strategy 7 5.4 Promotion Strategy 7
6.0 Financials 7, 8
6.1 Expenses & Sales Forecast 8 7.0 Implementation Controls 9 8.0 Reflective Statement 9 Reference list & Bibliography 10, 11
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
1.0 Introduction
Faith Ambulance Transport & Integrated Services LLC is a social enterprise that seeks to
maximise improvements in human and environmental well-being of the elderly and less
fortunate as well as balancing social impact and profits through our business activities to
achieve the triple bottom line. These are our service options we provide:
Primary:
- Emergency and non-emergency ambulance transport services
- Integrated health care services such as home nursing, home monitoring
(Integrated care is a term that reflects a concern to improve patient experience and
achieve greater efficiency and value from health delivery systems)
Secondary:
- Sales and rental of medical equipment
- “Befrienders” program, home visiting & monthly activities by our associates
- Medical standby for corporate events as well as charity events
2.0 SWOT Analysis
Self-drawn (2015)
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
Strategic Implications
3.0 Marketing Objectives
3.1 Company Vision and Mission
As a social enterprise, we care for our community and aspire to achieve all components of
the triple bottom line. We will only use low emission vehicles & touch lives through
advocating “There Is Hope in Life” and we are here to help clients “Live & Age Gracefully”.
Self-created (2015)
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
3.2 Our Objectives
The objectives are designed using the AIDA model aligning with our vision and mission. We believe upon achieving these objectives reinforces our company’s future sustainability.
1. Create awareness through establishing customer network from the corporate and
non-profitable organisations during 1st 3 months to get their mindshare (attention) 2. Stimulate interest and secure 5 corporate contracts and 3 partnership agreement
with non-profitable organisations to work with us within 1st 5 months
3. Achieve desired break-even outcome within 12 months
4. Devise offensive marketing strategies , take actions to become the 1st choice of
service specialist in the industry with the fastest island-wide response time and
acknowledged as a preferred partner to serve the community in Singapore within
12 months
4.0 Target Market Segment
According to SingStats, (2015) shows Singapore’s Aging population is on the rise and
the Government are also introducing several schemes such as the Pioneer Generation
package and Agency of Integrated Care Services to meet the rising demands. The
below Chart 1.1 describes the proportion of Singapore’s resident population to year
2030
Source: Murray, B. (2013) Singapore’s Population Bubble. Available at: http://www.intmath.com/blog/mathematics/singapores-population-bubble-808 [accessed 1 Dec 2015]
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
4.1 Target Segment Profile
Using demographic and lifestyle segmentation variables, we are targeting these 2
segments:
1. Family members of elderly who engages & pays for these services for their elderly
at home who are disabled, medically unfit or requires medical support. In
Singapore, the elderly are commonly known as the “Pioneer Generation” mostly
from the baby boomers era aged 50 years old and above.
2. Non-profitable organisations that focus on elder-care segment as our partners to
extend our integrated healthcare and voluntary services to the elderly and the less
fortunate.
5.0 Marketing Mix
According to Andrei and Florin, (2014) strategic quality management are plans that help
glue and support an organization’s quality improvement efforts thus objective here is to
achieve excellence in services marketing:
1) Internal marketing with employees
2) Interactive marketing from employees to customers
3) External marketing from customers to company
5.1 Product Strategy
1) Value-added service platform accompanied with minor goods
Knowing that service is intangible, inseparable from its provider, highly variable and
perishable, the following strategies are proposed:
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
5.1.1 The Customer-Value Hierarchy Model
There are 5 levels to this model. The following diagram will define the potential service we
aim to achieve.
Patient transport service
Patient transport service via ambulance
Patient Transport service via fully equipped ambulance
Express patient transport service via fully equipped ambulance, accompanied by professionally trained paramedics, pick up & sending back to door step
Express response time, pick up island wide for patient transport service using fully equipped ambulance, accompanied by professionally trained paramedics, door to door service (pick up & send home to door step) with options of engaging our home care services & participate in our social activities
Self-created (2015)
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
5.1.2 What Makes Us Different?
Our positioning: Niche Service specialist in the industry & our USP: (Bill, 2014)
*However there is a mandatory clause for clients who wish to engage us for this service:
5.2 Price Strategy
The objective to achieve maximum current profit achieved through hybrid pricing strategies
(Competitive + Perceived Value). Competitive pricing to grab attention & create perceived
value in client’s mind, by ensuring we deliver the value promised by our value proposition.
We also offering bundle price, customized price and corporate pricie as other options.
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
5.3 Place Strategy
The channels of distribution plays significant role as these are the primary channels we
need to establish our foundation, reputation and brand equity, thus these are the several
strategies being proposed as these are the primary channels to reach our target segment:
5.4 Promotion Strategy
6.0 Financials
We are confident to have sufficient cash flow to support our operations because as a
social enterprise, we are able to apply for grants to finance our business activities. As this
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
is a new business set up, we have studied and analyzed about the financial involvements
concerning the business and its sustainability thus we have worked our projection.
6.1 Expenses & Sales Forecast
The above forecast is projected based on the demand of such services based on
demographic changes. As a niche specialist service provider, we believe we are able to
capture our target audience through the use of the promotion tool. We believe through
active participation in CSR activities will help affirm and reinforce our identity in the minds
of consumers in the long run.
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
7.0 Implementation Controls
The milestones of identifying the key marketing events and stated objectives are essential
because it takes every designated department to accomplish each event within the given
time frame so that the marketing plans will not be delayed. To ensure competency, each
activity has been dedicated to specific department managers to keep track with progress.
8.0 Reflective Statement
As I was doing this assignment, I truly experience the challenges a social entrepreneur
had to face and also the courage it takes to make this move, especially into this industry.
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
Reference List and Bibliography
Ambulance Medical Service Pte Ltd (2015) Service Charge List. Available at:
http://www.ambulanceservice.com.sg/charges.pdf [accessed on 25 Dec 2015]
Andrei, O.P. and Florin, M.C. (2014). ‘Strategic Quality Management’, Economy
Transdisciplinarity Cognition Journal, 17 (1), pp. 19-27. Available at:
http://www.ugb.ro/etc/etc2014no1/06_Paraschivescu__Caprioara.pdf [accessed on 25 Dec
2015]
Bill, F. (2014). New Sensors Systems Helps Care-Givers Monitor Seniors from Afar. Available at: http://www.cio.com/article/2370091/consumer-technology/new-sensor-
systems-help-caregivers-monitor-seniors-from-afar.html [accessed on 24 Dec 2015]
Crew (2015). How much to make an app. Available at:
http://howmuchtomakeanapp.com/estimates/results [accessed on 25 Dec 2015]
Express Print (2015). Express Print Instant Price Check. Available at:
http://www.expressprint.com.sg/offset/offset_brochure.html [accessed on 20 Dec 2015]
Google Adwords (2015) Google Adwords. Available at:
https://www.google.com.sg/adwords/costs/ [accessed on 13 Dec 2015]
Google (2015). Google Site Search Planning. Available at:
https://support.google.com/customsearch/answer/72334?hl=en [accessed on 25 Dec
2015]
Kotler, P. and Keller, K.L. (2016) Marketing Management – Global Edition. England:
Pearson Education Limited
Liangsoon Paintwork Specialist Pte Ltd (2015) Services. Available at:
http://www.liangsoon.com/services/ [accessed on 26 Dec 2015]
Melissa, P. and Jalelah, A.B. (2013) Private Ambulance Service Under Review. Available at: http://www.healthxchange.com.sg/News/Pages/private-ambulance-services-review.aspx [accessed on 10 Dec 2015]
Ministry of Health Singapore (2014). Emergency Ambulance Standards/FAQ. Available at: file:///C:/Users/acer/Downloads/EmergencyAmbStandsFAQ.pdf [accessed on 23 Dec 2015]
Ministry of Health Singapore (2015). Immediate and Long-Term Care Services. Available at:
Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015
Abigail Catherine Yang (14208093)
https://www.moh.gov.sg/content/moh_web/home/our_healthcare_system/Healthcare_Services/Intermediate_And_Long-Term_Care_Services.html [accessed on 12 Dec 2015]
Ministry of Social and Family Development Singapore (2015) Funding for Youth – Social Entrepreneurship. Available at: http://app-stg.msf.gov.sg/SocialEnterprise/Get-Funding/Funding-for-Youth [accessed on 20 Dec 2015]
Roshini, P. and Pauline, T. (2014) Landscape of Social Enterprise in Singapore - Social Entrepreneurship in Asia: Working Paper No.1. Available at: http://bschool.nus.edu/Portals/0/docs/Social-Entrepreneurship-in-Asia-Working%20Paper-Landscape-of-Social-Enterprises-in-Singapore.pdf [accessed on 20 Dec 2015]
Singapore Press Holdings Limited (2013). Rate book 1-13 Feb. Available at: http://www.diseno.com.sg/wp-content/uploads/2013/pdf/sph_apr2013/RateBook_24April2013.pdf [accessed on 22 Dec 2015]
Singapore Workforce Development Agency (2015). Funding-for Employer-Based Training. Available at: http://www.wda.gov.sg/content/wdawebsite/L102-
ForEmployers/L223E-007EmployerBasedFund.html [accessed on 20 Dec 2015]
Singapore Workforce Development Agency (2015). Workfare Training Support (WTS) Scheme – Employers. Available at:
http://www.wda.gov.sg/content/wdawebsite/programmes_and_initiatives/WTS_TrainingGr
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SingHealth (2015). Alice Lee Institute of Advance Nursing – Accrediation. Available at:
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Dec 2015]
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Statistics Singapore (2015). Population Trends 2015. Available at: http://www.singstat.gov.sg/docs/default-source/default-document-library/publications/publications_and_papers/population_and_population_structure/population2015.pdf [accessed on 12 Dec 2015]
Timothy Web Design (2015). Professional Web Design and Application Development. Available at: http://www.timothywebdesign.net/pricing.html [accessed on 25 Dec 2015]
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2015]