Warmhearts Elderly Care Center
Marketing Plan for Warm Heart Elderly care center
管晓堃 Jennifer 1030100026
黄婷婷 Arno 1030100043
齐德功 Peter 1030100089
张琳翌 Cindy 1030100148
张涛 Ann 1030100152
李晓濛 Maisy 1031400035
Content
Marketing Plan for Warm Heart 0
1. Executive Summary 3
1.1 Industry situation 3
1.2 WarmHeart’s situation 3
1.3 Mission 4
1.4 Service we offer 4
1.5 Major marketing programs 4
1.6 Expected marketing results 4
1.7 Key to success 4
2. Company Overview 5
3. Objectives 5
3.1 Corporate objectives 5
3.2 Marketing objective 5
3.2.1 Short-term (upcoming year) 5
3.2.2 Long–term (3 to 5 years) 6
4. Situation analysis 6
4.1 Industry analysis 6
4.1.1 Market characteristics 6
4.1.2 Trends and Drivers 7
4.1.3 Legal, Political & Economic Factors 7
4.1.4 Sociocultural Factors 7
4.2 Competitive Analysis 8
4.2.1 Competitive Landscape 8
4.2.2 Key players 8
4.2.3 Key Players vs. WarmHeart 8
4.2.4 Strategic Group Map 9
4.3 Customers Analysis 9
4.3.1 Segmentation Dimensions 9
4.3.2 Target Market 9
4.4 SWOT Analysis 10
5. Marketing Strategy 11
5.1 Market segmentation strategy 11
5.1.1 Concentrated Segmentation Strategy 11
5.1.2 Demographic Segmentation 11
5.1.3 Loyalty Segmentation 11
5.2 Target market 12
5.2.1 Profile 12
5.2.2 Consumption pattern 12
5.3 Positioning strategy 12
6. Marketing program 13
6.1 Marketing Mix: 13
6.1.1 Product: 13
6.1.2 Pricing 14
6.1.3 Place 15
6.1.4 Promotion 15
6.2 Loyalty Programs 15
6.3 Customer Service & Support 16
6.4 Trust and Credibility 16
7. Implementation Plan 17
7.1 Product Design and Development 17
7.1.1 Technical Requirements 17
7.1.1.1 Outsourcing Requirements 17
7.1.2 Marketing Requirements 17
7.1.3 Pricing Requirements 17
7.1.4 Resource Requirements 17
7.2 Marketing & Sales 18
7.2.1 Positioning, Branding & Corporate
管晓堃 Jennifer 1030100026
黄婷婷 Arno 1030100043
齐德功 Peter 1030100089
张琳翌 Cindy 1030100148
张涛 Ann 1030100152
李晓濛 Maisy 1031400035
Content
Marketing Plan for Warm Heart 0
1. Executive Summary 3
1.1 Industry situation 3
1.2 WarmHeart’s situation 3
1.3 Mission 4
1.4 Service we offer 4
1.5 Major marketing programs 4
1.6 Expected marketing results 4
1.7 Key to success 4
2. Company Overview 5
3. Objectives 5
3.1 Corporate objectives 5
3.2 Marketing objective 5
3.2.1 Short-term (upcoming year) 5
3.2.2 Long–term (3 to 5 years) 6
4. Situation analysis 6
4.1 Industry analysis 6
4.1.1 Market characteristics 6
4.1.2 Trends and Drivers 7
4.1.3 Legal, Political & Economic Factors 7
4.1.4 Sociocultural Factors 7
4.2 Competitive Analysis 8
4.2.1 Competitive Landscape 8
4.2.2 Key players 8
4.2.3 Key Players vs. WarmHeart 8
4.2.4 Strategic Group Map 9
4.3 Customers Analysis 9
4.3.1 Segmentation Dimensions 9
4.3.2 Target Market 9
4.4 SWOT Analysis 10
5. Marketing Strategy 11
5.1 Market segmentation strategy 11
5.1.1 Concentrated Segmentation Strategy 11
5.1.2 Demographic Segmentation 11
5.1.3 Loyalty Segmentation 11
5.2 Target market 12
5.2.1 Profile 12
5.2.2 Consumption pattern 12
5.3 Positioning strategy 12
6. Marketing program 13
6.1 Marketing Mix: 13
6.1.1 Product: 13
6.1.2 Pricing 14
6.1.3 Place 15
6.1.4 Promotion 15
6.2 Loyalty Programs 15
6.3 Customer Service & Support 16
6.4 Trust and Credibility 16
7. Implementation Plan 17
7.1 Product Design and Development 17
7.1.1 Technical Requirements 17
7.1.1.1 Outsourcing Requirements 17
7.1.2 Marketing Requirements 17
7.1.3 Pricing Requirements 17
7.1.4 Resource Requirements 17
7.2 Marketing & Sales 18
7.2.1 Positioning, Branding & Corporate