Tài liệu Marketing project patient care service

Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí  MARKETING PROJECT PATIENT CARE SERVICE Lecturer: Nguyễn Đức Hoài Anh Group : 7 Class : KQ0805 www.thuvienluanvan.org Trang 1 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí 11/2011 GROUP 7’S MEMBERS: Name Student’s ID 1.La Đắc Trí 2.Nguyễn Xuân Thảo Nguyên 3.Nguyễn Ngọc Kim Hương 4.Trần Thị Kim Ngân 5.Nguyễn Thị Thanh Nhi 6.Trần Thị Bích Ngọc 7.Trần Nguyễn Hoàng Uyên 8.Vũ Thị Thanh Hương 9.Châu Nhật Huy 08DH40328 08DH40262 08DH40370 08DH40228 08DH40417 08DH40417 08DH40378 08DH40362 08DH40352 www.thuvienluanvan.org Trang 2 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí 10.Nguyễn Tiến Liêm 08DH40241 TABLE OF CONTENTS: 1. - Introduction: 1 2. Analysis:  Customers’ need analysis 1  Company objectives 2  Short term objectives:  Long term objectives  SWOT analysis www.thuvienluanvan.org Trang 3 2 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí  Internal environment  External environment  Competitor analysis 5  Current competitor  Prospective competitors 3. Target market profile: 9 4. Marketing mix profile:  Product 11  Place 11  Promotion 12  Price 18 5. Evaluation:  Profit 18  Expenses 19  Revenues 20 6. Brand name: 21 7. References a www.thuvienluanvan.org Trang 4 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí INTRODUCTION Historically, FV hospital started in the early 2001, HCMC. There is a place for those faced with debilitating or chronic illnesses or for those who just need rehabilitation and offer a network of caregivers who are professional, certified, and who enjoy caring for their patients. The center was located first on the land of 50000 m2 in area including 30 rooms, 01 hall room and 01 playground. In Oct 2009, it was enlarged more 90000 m2 to become complete compounding with 54 rooms (216 beds in total, 3 halls and 01 rehabilitation room. In 2010, the Board of Directors of FV Nursing Center decides to launch a new service which provides trained Patient Care Staff to serve not only patients but also the elderly at home and hospital. Therefore, this marketing plan aims to illustrate the strategies we are employing to get clients for the new “Patient Care Service” and to promote this Nursing Center. ANALYSIS  CUSTOMERS’ NEED ANALYSIS The society is developing more and more quickly and many issues accompanied with that are environment pollution, food hygiene, lifestyle with less physical activities… In addition, people don’t have much time to take care of their parents, relatives when they are sick and have to be treated for a long time in hospitals. www.thuvienluanvan.org Trang 5 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí The current supply of this service is still spontaneous, ill- trained, and unprofessional. According to Vietnam nursing association, there is really a large demand for nursing service. CÔNG TY CP LUẬN VĂN VIỆT CUNG CẤP TÀI LIỆU THAM KHẢO THEO MIỄN PHÍ - Nghiên cứu khoa học - Luận án tiến sĩ - Luận văn thạc sĩ - Luận văn đại học - Thực tập tốt nghiệp - Đồ án môn học - Tiểu luận CUNG CẤP SỐ LIỆU - Cung cấp số liệu doanh nghiệp : số liệu kế toán, hoạt động kinh doanh, nhân sự. marketing, xuất nhập khẩu. - Cung cấp số liệu viết luận văn, báo cáo tốt nghiệp,,, nhiều lĩnh vực TƯ VẤN VIẾT LUẬN VĂN, ĐỒ ÁN TỐT NGHIỆP...(TIẾNG ANH & TIẾNG VIỆT) - Tư vấn lập đề cương luận án, luận văn, báo cáo tốt nghiệp... - Tư vấn viết báo cáo, luận án, luận văn, báo cáo tốt nghiệp... trọn gói hoặc từng phần, có xác nhận của cơ quan thực tập - Chỉnh sửa luận văn, báo cáo tốt nghiệp theo yêu cầu www.thuvienluanvan.org Trang 6 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí TƯ VẤN VIẾT ASSIGNMENT CÁC MÔN 1. Human Resource Management, 2. Strategic Management, 3. Operation Management, 4. Principles of Management/Corporate Finance/Economic, 5. Global Organizational Environment, 6. Global Business Strategy, 7. Organizational behavior, 8. Risk Management, 9. Business/Investment/Trade/Law, 10. Marketing and other subjects relating to 11. Management Project, … NHẬN CHECK TURNITIN Mọi thông tin chi tiết vui lòng liên hệ : CÔNG TY CP LUẬN VĂN VIỆT Trụ sở chính: 92 Nam Kỳ Khởi Nghĩa, P. Bến Nghé, Q.1, TP.HCM Chi nhánh: 241 Xuân Thủy, Q.Cầu Giấy, TP.Hà Nội Ms. Phươ ng Thả o - 0932.636.887 Email: [email protected]  COMPANY OBJECTIVES  Short term objectives: Launch “Patient Care Service” in HCMC with values to customers as follow: www.thuvienluanvan.org Trang 7 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Providing professional support on behalf of patient’s family to visit the patients and serve patients better. Helping ease the burden of caring for ill or disable family members. Providing ethical, well- trained and skilled nurses with motto “for the customer” satisfaction. Obtain 8% market share in HCMC after 6 months.  Long term objectives Develop “patient Care Service” in HCMC with 15% market share in 2 years Launch “patients Care Service” in big cities in other provinces such as Da Nang, Can Tho, Binh Duong, etc. Promote the nursing Center  SWOT ANALYSIS  Internal environment (company Analysis) o Human resources  Strengths Training teams are experienced and implementation of the model considering patients as the center brings many good outcome including health (medical treatment); physical (dressed in and sanitation); spirit (communication style, www.thuvienluanvan.org Trang 8 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí patient contact time). So the quality of nursing management has met the expectations of students. Training program meet the society demand- this is important factor increasing the developmental capacity of nursing center. Nursing center link closely with enterprises and domestic prestigious and overseas vocational school and to improve their skills and create more practicing opportunities for employees. Thereby staffs are almost skillful.  Weaknesses This job requirement are rather difficult for nurses such as hard working, overtime work, continuous training, but their salary is about 2-3 million per month. It’s not easy for a married woman to have a strong attachment to this job. A nurse is not favorable job for most of the young who likes change and high salary. The staff level of education is low (high school degree accounts for 85%, college and university accounts for 15%) o Finance  Strengths With the enthusiastic support of the hospital board as well as other units in hospitals, with the right decision and enthusiastic love of FV center professional staff collective.  Weaknesses www.thuvienluanvan.org Trang 9 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Because FV nursing center is privately owned, it cannot be supported by the government.  External environment: o Political and legal environment:  Threats Nationalism is not so remarkable when mentioning buying habit of the Vietnamese. Most of Vietnamese people are in favor of foreign goods and services which partially influence customer’s decision. Vietnamese law system is changing continuously. It is difficult to draw up a plan and make sure that everything will happen as planned.  Opportunities Consumerism in Vietnam is at the average level which means that information in marketing activities such as advertising won’t too strictly - verified before making it public. This will shorten the time of communicating information to the customers. The Vietnamese Government has a commitment to rapidly develop the health sector and improve the standard of its healthcare facilities. o Economic environment:  Threats www.thuvienluanvan.org Trang 10 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Vietnam Dong is more and more depreciated which increase the cost of the center’s service. Interest rate and difference between dollar and dong interest rate should be taken into account when deciding whether or not they go ahead with new capital investment spending such as machine’s improvement or marketing plan’s expenditure o Social and culture environment:  Threats A poor infrastructure and regarding morality breaking the relations between physicians, doctors and patients in Vietnam are causing the health system to devalue beyond some people’s imagination.  Opportunities Vietnamese people always show respect to their parents and the old and the appearance of this new service is totally supported by the community because of its good mission. o Technological environment:  Opportunities Technology creates chances for FV hospital to modernize facilities in staff training The appearance of 2D and 3D technology bring strong effect to marketing activities, especially advertising. www.thuvienluanvan.org Trang 11 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Thanks to internet, customers can find any information related to FV easily and fast. Therefore, if FV really brings best services, it can come into customers’ mind with good emphasis.  Threats Thanks to the Internet, bad reputation may spread really quickly.  COMPETITOR ANALYSIS  Current competitors o Self- employed Nursing Group  Strengths Self- employment nurses are employed mainly by word of mouth. So, these nurses are able to leave current customers a good image through performance appraisal of previous customers Many of them fulfill their tasks with reality experience and there is not existence of labor contract. Therefore, it’s time – saving and flexible. There is not appearance of a fixed service price list. Nursing fee can be dealt under market price by negotiating between customer and self- employed nurse in person. 24/24 service  Weaknesses www.thuvienluanvan.org Trang 12 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Not all of the self- employed nurses have health certificate, work permit or medical personnel certificate issued by Ministry of health. There are no evidences to prove that they are healthy, whether they have epidemic. They cannot absolutely persuade customers. There is not legal blinding on specific care regulations as well as service quality is not guaranteed by any prestigious organization and company. o NHAN AI Service Limited Liability Company (HCMC)  Strengths The company’s director is Mr. Huynh Nhan, who worked as a Department of health reporter and had 25 years experience in public health. The first company in HCMC is licensed work permit to practice in the field of offering patient and elderly health care services. It has good reputation. Services and nurses are provided, managed and systematically supervised by company. Nurses are well trained with ethics, professional and nutritional knowledge, nursing skills and reality experience. Company maximizes and serves all type of customer. 24/24 service  Weaknesses www.thuvienluanvan.org Trang 13 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Nurses have no health certificate, work permit or medical personnel certificate issued by Ministry of health. Nhan Ai is not co-operation with health organizations, nursing center or hospital. Service quality is only guaranteed by company, not any other prestigious organization Nhan Ai doesn’t have effective marketing campaign. o SASO Limited Liability Company  Strengths Service and nurse are provide, managed and systematic supervised by company. Nurses are well trained with professional knowledge, nursing skills and reality experience. Nurses work with sincere heart and sense of community. Staffs with good ethical personality can bring customers a complete safety and they do not have to worry about their assets 24/24 service  Weaknesses Customers have to pay half of nursing fee as a deposit when signing contract and the half remainder will be paid at the end of the contract. This may discourage new customers. Scope of customer is limited www.thuvienluanvan.org Trang 14 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Staffs have no health certificate, work permit or medical personnel certificate issued by Ministry of health SASO doesn’t have effective marketing campaign  Prospective competitors o HOANG MINH health investment joint- stock company (Ha Noi)  Strengths The company is in co- operation with TDC Ha Noi Joint- Stock Company. Service and nurses are provide, managed and close supervise by Hoang Minh Company and TDC Ha Noi Joint- Stock Company. Service quality is guaranteed by company and prestigious organization. The company has general surgery and staff of specialists to combine the care and treatment for good health care quality. Nurses are well trained with good ethical personality, professional knowledge, whole heart and thoughtful caring technique. Nurses are practiced a prestigious hospital and granted medical personnel certificate by Ministry of health. 24/24 service  Weaknesses The company has not been licensed work permit to practice in the field of offering patient and elderly health care service by Ministry of health. www.thuvienluanvan.org Trang 15 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Fees are high. o HOANG LONG construction investment and human resources supply joint- stock company ( Ha Noi)  Strengths The company is in co-operation with Central Geriatric hospital. Service and nurses are provided, managed and closely supervised by Central Geriatric hospital and company. Nurses are selected carefully and well trained with professional and medical knowledge, nursing skills, and reality experience. All of the nurses practiced at the Central Geriatric hospital and granted medical personnel certificate by Ministry of health. 24/24 service  Weaknesses Fees are high In general, our company which is a newcomer will face with some threats as well as opportunities as follow:  Threats Competitors are experienced and recognized by customers. Some competitors have skilled, experienced nurses. Prospective competitors are strong and well- invested. www.thuvienluanvan.org Trang 16 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí Source of labor is scarce.  Opportunities: There’s demand for our service With trained, skilled nurses, we can obtain market share from self- employed group. Our competitor don’t focus on marketing campaign We can take advantage of the internet to promote our service. TARGET MARKET PROFILE  DEMOGRAPHIC - Elderly people and patients - Family Income: $300- $400 or more - Sex: Male or Female - Social class: middle- upper According to the figures in 2004, the elderly in Vietnam is over 4 million people. It account for 5.6% of total population. Therefore, the primary target market for home care services is the senior. We aims those who are male and female, aged 65 and above, medium to high income or www.thuvienluanvan.org Trang 17 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí self supporting investment, home owners and could be reach a period in life where physical or mental activity is providing to be a challenge. The target customers FV focuses on are people/families with income ranges from medium to high (Vietnamese per capita income reached $1,052 in 2009). Indeed, customers with income of $300- $400 can afford the services.  GEOGRAPHIC - Regional of world, country: Vietnam - Region in country: HCMC - Size of city: 7,000,000 Ho Chi Minh City is the biggest city in Vietnam With an area of 809.23 sq mi. and, it’s a highest population- concentrated city in the country with over 7,000,000 people in 2009 that accounts for 8.34 % of the total population of Vietnam. The consumption demand of ho Chi Minh City is much higher than other provinces and municipalities of Vietnam, 1.5 times higher than of Hanoi. Therefore, hoc Chi Minh City is a potential market to develop and evolve. Particularly, it plays an important role in production, services and marketing. To expand the market size, FV center is going to approach big cities in other provinces such as Da Nang, Can Tho, Binh Duong, etc. by using franchise system as a growth strategy, we can save up capital and prove extremely profitable. www.thuvienluanvan.org Trang 18 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí MARKETING MIX PROFILE  PRODUCT “Patient Care 24/24 Service” at home or hospital Provide reliable and carefully screened, well- trained, highly experienced, and compassionate staff to create patient satisfaction. Help our clients make assessments and health care recommendations and keep family members informed and provide them with any-time assistance Benefit to customers The burden of caring for ill or disable family members is eased. Ethical and well-trained nurses are provided to satisfy patients’ health- related requirements. Patients are supported technically and spiritually during treatment process  PLACE Objectives:  Offices should be close to customers www.thuvienluanvan.org Trang 19 Tư vấn hỗ trợ viết luận văn, tiểu luận Hotline : 0932.636.887 Liên hệ : Phương Thảo Email :[email protected] www. Thuvienluanvan.org Dowload tài liệu miễn phí  It should be easy and convenient for customer to contact and get information about the service. Channel type: direct channel Market exposure:  Advertisement or the posters.  Hotline, support online or at hospitals  PROMOTION  TV ads at hospital  Content There is a five- member family: a husband, a wife, a son, and two elders. The female elder is so weak that she cannot walk, and other is very old. - Scene 1: the ring of the wakeup clock, it is 4:30 am. The wife suddenly wakes up with her tiredness. She buries her head into the pillow for a moment before getting out of the bed. - Scene 2: she goes to the kitchen to prepare breakfast for her family. After the breakfast is well- prepare, she comes to the room of the old woman to help her with her washing. While she is spoon- feeding the woman, the husband smiles on his wife sympathetically. - Scene 3: at 7:00 am, with the tiredness on her face, the wife goes to work in a hurry, and then she takes a table ( the scene of her drinking Upsa C). Next is the scene of the wife’s working www.thuvienluanvan.org Trang 20 Tư vấn hỗ trợ viết luận văn, tiểu luận