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MARKETING PROJECT
PATIENT CARE SERVICE
Lecturer: Nguyễn Đức Hoài Anh
Group : 7
Class : KQ0805
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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
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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
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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
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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.
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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
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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:
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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,
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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
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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
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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.
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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
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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
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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
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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.
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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.
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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
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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.
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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
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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
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