Marketing Report: BUPA

Marketing Report: BUPA
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University Name:
Date: 26 June 2019
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Executive Summary
BUPA is the international health and Care Company, including around four million
members in approximately 200 countries of the world (Shalbafiyan, 2015). It has hired
approximately 40,000 people in the UK and provides private medical insurance, insurance for
income protection, critical illness insurance along with a complete range of treatment in about
35 private hospitals in the UK. The organisation is very successful in the UK (Smith,
Fischbacher and Wilson, 2017). Along with this, the industry of private medical depend on it
nowadays. In outcome to this, around 17 British provident association has connected to offer
the private healthcare for all the essential public, such as BUPA or British United Provident
Association. Nevertheless, it’s hugely from the last two decades that more upsurge is viewed
within the organisation prominence, such as AXA PPP Healthcare, BUPA, etc (Smith,
Fischbacher and Wilson, 2017).
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Table of Contents
Executive Summary...................................................................................................................2
Introduction................................................................................................................................4
Section 1 – Marketing Environment and Planning Process.......................................................4
a) About Bupa and its marketing planning components........................................................4
b) Environmental audit in the form of a PESTEL analysis for the BEAM concept................4
c) Extended marketing mix 7Ps and how the development of the extended marketing mix
contribute to effective marketing planning for BEAM...........................................................7
Section 2 – Segmentation, Targeting & Positioning................................................................10
a) Segmentation of new BEAM concept for consumer (B2C) AND business (B2B) markets.
..............................................................................................................................................10
b) Targeting methods............................................................................................................10
c) Positioning and recommendation on how the new BEAM concept would be positioned in
the consumer OR business market........................................................................................11
Section 3 – Marketing Mix Analysis.......................................................................................11
References................................................................................................................................15
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Introduction
Though the private health care demand coming through the Arabic countries is getting
dwindled, including the state of art development facilities in the countries, it is noted that the
internal demand for providing the private healthcare has grown continuously (Shalbafiyan,
2015). In the last fifty years, it is indicated that BUPA has still stayed as the largest, leading
and independent healthcare organisation, including 4 million members in around 200
countries all over the world, with 40,000 employees and 35 hospitals in the UK (Smith,
Fischbacher and Wilson, 2017). This report will try to analyse the marketing environment
and process of planning; Segmentation, Targeting & Positioning, and marketing mix analysis
of the company.
Section 1 – Marketing Environment and Planning Process
a) About Bupa and its marketing planning components
BUPA differentiated products and service development, by the healthcare provision
and promotion of healthcare permit customers to control their health as the partnership for a
lifetime (Smith, Fischbacher and Wilson, 2017). BUPA focuses on building healthcare
leadership, which also relate to companies, individuals, and healthcare providers for
enhancing the quality and healthcare system governance and improve affordable healthcare.
BUPA is the popular provider of the healthcare services, and the company has experienced
the vital growth in revenue generated from home care services (Smith, Fischbacher and
Wilson, 2017). The company rely over developing the marketing plan for initiating its
operations and for that they had conducted the survey and market analysis.
b) Environmental audit in the form of a PESTEL analysis for the BEAM concept
PESTEL analysis
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