Assignment (Doc) | Strategic Marketing

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strategic marketing
[Type the document subtitle]
10/2/2019
student name

Strategic marketing 1
1. Executive summary - Business Description
The purpose of the report is to analyses strategic marketing pertaining to our healthcare
company. Healthcare and hospitals are one of the important industries in any nation that is
reflecting social and economic environment of the country. King Faisal Specialist Hospital and
research Centre are working under health care centers and group of hospitals that his government
service provision that is managed by MOH.
Marketing objectives for KFSHRC include Increase in profit, Patient satisfaction, and Increase in
number of customers. The opportunity reflects improvement in cancer and oncology treatment
within the hospital. Strategy through this marketing plan reflects product development strategy.
The company can go for price differentiation strategy along with the cost. The brand positioning
through this marketing plan for KFSHRC includes Affordable healthcare, Service development,
and advanced technology.

Strategic marketing 2
Contents
1. Executive summary - Business Description................................................................................1
2. Introduction..................................................................................................................................3
3. Market summary..........................................................................................................................4
3.1 Quantitative analysis:.............................................................................................................4
Target markets.........................................................................................................................4
Geography and demographics.................................................................................................4
Consumer behavior..................................................................................................................6
Competition analysis...............................................................................................................6
3.2 Qualitative analysis................................................................................................................7
Market trends...........................................................................................................................7
Perceptions towards brands.....................................................................................................7
3.3 SWOT analysis......................................................................................................................8
3.4 Competition.........................................................................................................................10
3.5 Value Proposition................................................................................................................10
4. Marketing strategy.....................................................................................................................10
4.1 Mission and values..............................................................................................................10
4.2 Objectives based on marketing plan....................................................................................11
Increase in profit....................................................................................................................11
Patient satisfaction.................................................................................................................11
Increase in number of customers...........................................................................................12
Sales forecast.............................................................................................................................12
5. Financial objectives...................................................................................................................13
5.1 Brand positioning.................................................................................................................13
Affordable healthcare............................................................................................................13
Service development..............................................................................................................13
Advanced technology............................................................................................................14
5.2 Marketing MIX....................................................................................................................14
Product strategy.....................................................................................................................14
Pricing strategy......................................................................................................................15

Strategic marketing 3
Placing strategy......................................................................................................................16
Promotional strategy..............................................................................................................16
People....................................................................................................................................17
5.3 Marketing communications methods...................................................................................17
1. Knowing target audience...................................................................................................18
2. Developing situation analysis............................................................................................18
3. Determination of communication objectives.....................................................................18
4. Determination of budget for marketing.............................................................................18
5. Tactics and strategies.........................................................................................................19
6. Evaluation and treatment...................................................................................................19
5.4 Break even, monthly sales, marketing budget.....................................................................19
7. Controls (Success Measurements to evaluate the objectives of the plan).................................20
7.1 The key success factors include...........................................................................................21
Financial report of the company............................................................................................21
Customer feedback................................................................................................................21
8. Conclusion.................................................................................................................................22

Strategic marketing 4
2. Introduction
There are various factors that are responsible for the functioning of an organization, this may
reflect the structure of organization, which includes also need to processes and strategies that’s
are providing periodic evaluation and monitoring of the strategy of the company so as to
analyses the success rate of the company and threat involving be functional areas of the company
(Chiang et al., 2016). The purpose of the report is to analyses strategic marketing pertaining to
our healthcare company. Healthcare and hospitals are one of the important industries in any
nation that is reflecting social and economic environment of the country. The availability of
healthcare is one of the major causes for development of the nation (Baker & Bowen, 2015).
There are various organization working in this industry in Saudi Arabia, one of which is king
Faisal Specialist Hospital and research Centre which will be considered for analyzing the
strategy for which various tools will be used in order to provide marketing plan for the
organization in the report further.
King Faisal Specialist Hospital and research Centre are working under health care centers and
group of hospitals that his government service provision that is managed by MOH. This is
considered to be a national Centre in Saudi Arabia that is considering the neurological science,
oncology, cardiovascular diseases, genetic diseases and organ transplantation. Considering the
mission and objectives of the hospital the organization is found to be also referred used
organization which has converted itself from traditional to advance hug. The aim of the
healthcare organization is to become flexible while considering is offering to the clients that this
patient and through its operation so as to bring it to the fullest potential of the hospital.
Moreover, aim of the hospital is to increase oh no quality services to the patient as it has been

Strategic marketing 5
identified that the need for oncology services in Saudi Arabia has been increased since years and
the organization is also aiming to enhance strategic planning, which will be one of the focus
through this marketing plan for the hospital (kfshrc.edu, 2019).