Service marketing report
BUS 268: Service Marketing
Report Topic: Positioning of Raffles hospital
Content Page
1. Journal Review…………………….………………………………….……………….3
1.1 Positioning…………………….…………………………………………………...3
1.2 Determinant Variable……………………………………………………………...4
1.3 Positioning strategy………………………………………………………………..5
1.4 Positioning map……………………………………………………………………7
2. Organization (Raffles hospital)………………………………………………………..8
2.1 Positioning………………………………………………………………………....8
2.2 Determinant Variable……………………………………………………………...8
2.3 Positioning strategy………………………………………………………………..8
2.4 Positioning map…………………………………………………………………..10
3. Bibliography………………………………………………………………………….13
4. Appendix……………………………………………………………………………..16
1. Journal Review
1.1. Positioning
Journal
1. Product Positioning Strategy in Marketing Management (2009
2. Strategic Brand Positioning Analysis through Comparison of cognitive and conative perceptions (2010)
3. The Position of the commercial brand of the company from the perspective of customer and experts (2013)
As stated in all three articles, positioning is a process which marketers would present a polished image of themselves to the consumer. Positioning would involve a psychological approach in tuning the consumers’ perception of the brand, rather than the product itself. A good positioning would help to distinguish the products of a certain brand from that of their competitor. (KARADENIZ, 2009). Positioning is not a strategy. Instead it is the backbone of the business. (Nejad, 2013). Marketer need to understand their main consumer, such as age group, preference, economical status, etc. This would allow marketers to know the needs of their consumers, thus aiding in advertisement and the design of the product itself. Besides positioning, brand identity is another essential aspect to maintain a strong customer base. (manhas, 2010)
In general, marketing positioning theory is divided into three sections.
Report Topic: Positioning of Raffles hospital
Content Page
1. Journal Review…………………….………………………………….……………….3
1.1 Positioning…………………….…………………………………………………...3
1.2 Determinant Variable……………………………………………………………...4
1.3 Positioning strategy………………………………………………………………..5
1.4 Positioning map……………………………………………………………………7
2. Organization (Raffles hospital)………………………………………………………..8
2.1 Positioning………………………………………………………………………....8
2.2 Determinant Variable……………………………………………………………...8
2.3 Positioning strategy………………………………………………………………..8
2.4 Positioning map…………………………………………………………………..10
3. Bibliography………………………………………………………………………….13
4. Appendix……………………………………………………………………………..16
1. Journal Review
1.1. Positioning
Journal
1. Product Positioning Strategy in Marketing Management (2009
2. Strategic Brand Positioning Analysis through Comparison of cognitive and conative perceptions (2010)
3. The Position of the commercial brand of the company from the perspective of customer and experts (2013)
As stated in all three articles, positioning is a process which marketers would present a polished image of themselves to the consumer. Positioning would involve a psychological approach in tuning the consumers’ perception of the brand, rather than the product itself. A good positioning would help to distinguish the products of a certain brand from that of their competitor. (KARADENIZ, 2009). Positioning is not a strategy. Instead it is the backbone of the business. (Nejad, 2013). Marketer need to understand their main consumer, such as age group, preference, economical status, etc. This would allow marketers to know the needs of their consumers, thus aiding in advertisement and the design of the product itself. Besides positioning, brand identity is another essential aspect to maintain a strong customer base. (manhas, 2010)
In general, marketing positioning theory is divided into three sections.
Bibliography: Akpoyomare, O. (2013). International Journal of Business Administration. Approaches for Generating and Evaluating Product Positioning Strategy, 46-52. chitty, w., hughes, a., & alessandro, s. (2012). service marketing. south melbourne: oxford university press. Ericksson, P. a. (2008). Qualitative Methods in Business Research. london : SAga pulication LTD. Gleneagles. (2013). make an appointment. Retrieved from Gleneagles Singapore: http://gleneagles.com.sg/en/Appointmentbooking.aspx?src=GEH&dID=DOCS000441&name=&speciality=GENERAL%20SURGERY Goyat, S Hansen, J., & Nielsen, J.-M. (2008). Price as an Indicator for Quality in International Trade? Denmark: University of Aarhus. Just landed. (2011). Singapore healthcare system. Retrieved from just landed: http://www.justlanded.com/english/Singapore/Services/Health/Singapore-s-Healthcare-System KARADENIZ, M Khalk, S. (22 june, 2012). private versus public hospital. Retrieved from the jakarta post: http://www.thejakartapost.com/news/2012/06/22/private-versus-public-hospitals-more-twice-costly.html KKH manhas, P. s. (2010). Strategic brand Positioning Analysis through comparison . strategic brand Positioning Analysis through comparison . MOH. (2011). hospital bill sizes. Retrieved from MOH: http://www.moh.gov.sg/content/moh_web/home/costs_and_financing/HospitalBillSize.html Musonera, E., & Ndajimana, u Najafizadeh, S., Mohammad, N., Moemeni, A., & Lofti, Z. (2012). A model for brand positioning of hygienic products using the most effective Factors on Competitive position and Perceptual Mapping Technique. African Journal of Business Management, 7. Nejad, M. T. (2013). INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS. THE POSITION OF THE COMMERCIAL BRAND OF THE COMPANY , VOL 4,NO 9. Nyman, J. (09 jan, 2013). Building a coherent sorporate identity in Startups. Is it and should it be important, 14-32. Retrieved 1 june, 2013, from https://helda.helsinki.fi/bitstream/handle/10138/38158/nyman.pdf?sequence=4 raffles medical Raffles Medical Group. (2013). Overview. Retrieved from Raffles Medical Group: http://www.rafflesmedicalgroup.com/hospital/international-patient-portal/english/overview/overview.aspx Raffles medical group Sacuralife. (2013). Raffles Hospital, Singapore. Retrieved from Sacuralife: http://www.sacuralife.com/destinations/singapore/raffles-hospital sacuralife SMU. (2011). customer satisfaction index of singapore 2011. Retrieved from SMU: http://smu.edu.sg/sites/default/files/ises/pdf/csisg2011_resultsoverview.pdf Sora, M., & Aydin, E Yong, J. A. (04 Jan, 2011). Private hospitals share more bill data. Retrieved from Straits Times: http://www.ttsh.com.sg/about-us/newsroom/news/article.aspx?id=1557 4