Marketing Plan of Bupa Health Insurance

Running head: Marketing plan of Bupa Health Care
P a g e | 0
Bupa HEALTH CARE
Marketing plan of Bupa Health Insurance
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Topic- Marketing plan of Bupa Health Insurance
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Marketing plan of Bupa Health insurance P a g e |
Table of Contents
Introduction..........................................................................................................................2
Section-1..............................................................................................................................2
Identify business vision and mission...............................................................................2
Vision...............................................................................................................................2
Mission............................................................................................................................2
Current market situation..................................................................................................3
Future threats...................................................................................................................3
Section-2..............................................................................................................................3
Conduct marketing audit..................................................................................................3
Marketing objectives.......................................................................................................3
High level marketing plan of Bupa Health insurance......................................................4
Section-3..............................................................................................................................7
Determining the marketing objectives.............................................................................7
Section-4............................................................................................................................10
Development of the marketing plan..............................................................................10
Conclusion.........................................................................................................................12
References..........................................................................................................................13

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Marketing plan of Bupa Health insurance P a g e |
Introduction
With the ramified economic growth and complex business functioning, every
organization is indulged in using the effective strategic planning and marketing process to win
over the market. In this report, Bupa Health insurance Company has been selected to prepare the
extensive marketing plan. This report is divided into four sections which will eventually set up
the marketing plan which Bupa Health insurance needs to implement to strengthen its business
insurance program in market.
Section-1
Identify business vision and mission
Bupa Health insurance is international health care insurance company which was
incorporated by undertaking the strategic alliance with several health care organizations and UK
based healthcare services expert, Bupa (Bupa Health Insurance, 2017). Currently, Bupa Health
insurance has been serving 32 million people around the globe.
Vision
The main vision of Bupa is to develop premium international coverage with the products
and services to access the healthcare they need anytime anywhere (Bupa Health Insurance,
2017).
Mission
The main mission of Bupa Health insurance is to provide its health care insurance cover
services on international level with a view to increase the satisfaction level of clients (Bupa
Health Insurance, 2017).

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Marketing plan of Bupa Health insurance P a g e |
Current market situation
With the ramified and increased competition in the market, many organizations are using
the extensive offers and innovative technologies to win over the market. However, Bupa Health
insurance has grabbed 21% market share on international level which strengthen its profitability
and overall turnover. Nonetheless, Pru Health and AXA PPP Health Company are giving the
tough completion to Bupa which might affect the overall market share and turnover of the
business (Bupa Health Insurance, 2017).
Future threats
The future threats which will be faced by Bupa is related to the intense competition with
the continues innovative technologies used by the rivals in the market, government intervention
that may affect the profitability and increased growth of company and stagnating growth of the
health care insurance industry. Nonetheless, it is observed that due to the international remittance
of money in UK, have also affected the cash inflow of business highly (Johnston, and Bate,
2013).
Section-2
Conduct marketing audit
Marketing objectives
The main marketing objective of Bupa Health insurance is to increase the overall market
share to 30% within 2 years which will not only strengthen the profitability and increased growth
of company but also strengthen the brand image of company. However, the marketing plan will
also assist in collecting data from the clients who will help Bupa to customize its insurance
health care covers as per the client’s needs and demand. The objective of the marketing plan is