Start-Up of Blissful Gardens Name Institution Instructor Course Date Start-Up of Blissful Gardens After reviewing the case study ”startup of blissful gardens
Start-Up of Blissful Gardens
Start-Up of Blissful Gardens
After reviewing the case study ”startup of blissful gardens,” there are important marketing goals, which should be implemented in the facility (McCullough, 2012). The main goals of the facility which are to make the facility’s utilization at 50% capacity which is to be achieved after 6 months from the date of opening and at 75% by the end of the first year of operations. The facility must implement specific marketing goals, which will enable the facility to achieve these goals within the specified time (McCullough, 2012). One of the marketing goals will include finding new ways to brand the new facility, which will promote its awareness in the area. Branding is important as it enhances an organization’s products and services, which may lead to increased number of customers and give the organization a competitive advantage over other facilities in the region (McCullough, 2012).
This will add value to the facility as well as guarantee customers of positive outcomes after accessing the facility’s services. Another marketing goal may include identifying target customers, which will help the facility in narrowing down its marketing approaches and minimize some of the resources, which are used in the marketing process (Singh, 2016). Targeting specific customers will also help the facility in communicating its value to the customers who may seek products and services from the facility. One of the ways which Blissful Gardens may identify target customers is by collaborating with the two nearby hospitals that do not have their own long-term care facilities (Singh, 2016).
Selective specialization is the most effective market targeting strategy for a long-term care facility, which aims at starting up its operations in a specific region (Guo ; Castillo, 2012). Specific selection is a marketing strategy, which targets specific customer market segments, as is the case in the long-term care facility. In this region, there are two other healthcare facilities, which do not have long-term care facilities, which is an advantage to the new facility (Guo ; Castillo, 2012). This facility has specialized in long-term care, which is aimed at addressing the specific needs of a specific target market. This facility can concentrate and put more emphasis on this specific target market, which will enable the facility to enhance its reputation through quality brand development (Guo ; Castillo, 2012).
Guo, K., ; Castillo, R. (2012). The U.S. long term care system: Development and expansion of naturally occurring retirement communities as an innovative model for aging in place. Ageing International, 37(2), 210-227.
McCullough, P. R. (2012). The Roles and Goals of Marketing: Research: Where we have been and where we are heading. Marketing Research, 24(2), 28–29.
Singh, D. (2016). Effective management of long term care facilities. (3rd ed.). Sudbury, MA: Jones and Bartlett.