Marketing Plan Laser Eye Surgery
Laser XY, Inc.
Marketing Plan
Week 3 Assignment 1
MKT500
July 22, 2012
Executive Summary
Laser XY is preparing to open up Clinics in predominantly Afro-American areas. It will be using promotional tools directed at Afro-Americans with Glaucoma. The strategy of Laser XY is to assist the Afro-American communities due to this groups high-risk for eye diseases. Thus, the company creates communications that conveys a positive concern for the eye health of the Afro-American communities. Laser XY has completed the initial market research to evaluate the potential sales opportunity in the United States ("Glaucoma health guide," 2012). If successful, Laser XY is prepared to launch clinics in the Canadian markets as well in order to address the customer needs. As part of the preliminary research, Laser XY identified the market and target segments for its services and completed a Strengths, Weaknesses, Opportunities, and Threats analysis to evaluate business fit. In addition, Laser XY created and effectively communicated its position statement for the clinic lunch. ("Glaucoma health guide," 2012)
Laser XY background
Laser XY is a specialty clinic that performs Laser correction for African Americans with Glaucoma. Laser XY is an exciting, life-enriching procedure. Laser XY understands that each patient must feel fully comfortable with his or her decision to have the treatment, as well as with the vision care team who will supervise each step of the process. That 's why Laser XY combines proven, state-of-the-art, FDA-approved technology with a professional team that specializes in Glaucoma correction.
Strategic mission statement
Laser XY "Healthy Vision for Life: Focus on African-American Eyes" is the latest aspect of its ethnical marketing platform to raise awareness of the eye health needs of at-risk group. The initiative started with the fast-growing African American market at higher risk for many eye health issues, in 2013. In addition to superior experience,
Marketing Plan
Week 3 Assignment 1
MKT500
July 22, 2012
Executive Summary
Laser XY is preparing to open up Clinics in predominantly Afro-American areas. It will be using promotional tools directed at Afro-Americans with Glaucoma. The strategy of Laser XY is to assist the Afro-American communities due to this groups high-risk for eye diseases. Thus, the company creates communications that conveys a positive concern for the eye health of the Afro-American communities. Laser XY has completed the initial market research to evaluate the potential sales opportunity in the United States ("Glaucoma health guide," 2012). If successful, Laser XY is prepared to launch clinics in the Canadian markets as well in order to address the customer needs. As part of the preliminary research, Laser XY identified the market and target segments for its services and completed a Strengths, Weaknesses, Opportunities, and Threats analysis to evaluate business fit. In addition, Laser XY created and effectively communicated its position statement for the clinic lunch. ("Glaucoma health guide," 2012)
Laser XY background
Laser XY is a specialty clinic that performs Laser correction for African Americans with Glaucoma. Laser XY is an exciting, life-enriching procedure. Laser XY understands that each patient must feel fully comfortable with his or her decision to have the treatment, as well as with the vision care team who will supervise each step of the process. That 's why Laser XY combines proven, state-of-the-art, FDA-approved technology with a professional team that specializes in Glaucoma correction.
Strategic mission statement
Laser XY "Healthy Vision for Life: Focus on African-American Eyes" is the latest aspect of its ethnical marketing platform to raise awareness of the eye health needs of at-risk group. The initiative started with the fast-growing African American market at higher risk for many eye health issues, in 2013. In addition to superior experience,
References: Glaucoma /treatment. (2012, June). Retrieved from http://www.glaucoma.org/treatment/laser-surgery.php http://adam.about.net/reports/000025_8.htm African-Americans ' glaucoma risk http://outlook.wustl.edu/2011/dec/glaucoma-risk Glaucoma health guide. (2012, July). Retrieved from Glaucoma http://health.nytimes.com/health/guides/disease/glaucoma/risk-factors.html Why chose canada. (2012, July). Retrieved from Why choose Canada--http://www.lasikmd.com/north-york/corporate-information/why-choose-canada