HI5004 Marketing Management: Strategic Analysis of My Aged Care

This report provides a comprehensive analysis of the marketing strategy for My Aged Care, an Australian government-funded organization providing healthcare services to aged citizens. It includes a detailed examination of the company, its products, and related concepts, followed by an analysis of the 5Cs (Company, Customers, Collaborators, Competitors, and Context) through a SWOT analysis. The report explores how My Aged Care collects information about customer needs and competitive threats. Furthermore, it develops a marketing strategy focusing on target market selection, including vulnerable populations such as LGBTI individuals, veterans, and residents of rural areas. The report proposes a value proposition integrating legal, medical, and financial services, supported by a marketing mix strategy to promote these services effectively. Desklib provides access to similar solved assignments and study tools for students.

HI5004 Marketing Management
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Table of Contents
Introduction......................................................................................................................................3
Issue 1: Description of the company, its products, and the related concept................................4
Issue 2: Analyse each of the 5 C’s for the organization..............................................................5
Issue 3: How does the firm go about collecting information?.....................................................8
Issue 4: Developing Marketing Strategy.....................................................................................9
Issue 5: Developing marketing tactics.......................................................................................13
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
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Introduction
This study contains a detailed analysis of the marketing strategy which can be adopted by My
Aged Care and it discusses the various services provided by the organisation. There is also a
detailed discussion of the 5C’s of the marketing segment by identifying the strengths and
weaknesses by performing a detailed SWOT analysis. Also, the suppliers and contractors
involved with My Aged Care have been discussed along with discussing the political and legal
factors that affect the performance of the business. This study also analyses the techniques and
methods used by My Aged Care for collecting the information related to market and the role
played by collaborators. A marketing strategy has been developed for providing medical, legal,
and financial services that can be provided and this has been justified by performing market mix
strategy developed for promoting these services.
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Issue 1: Description of the company, its products, and the related concept
My Aged Care is an Australian Phone Line and Website services. The organization is aimed at
providing access to the healthcare services and extracts the information relating to an individual
or their family member, friend or an acquaintance. The organization works in the industry of
Health and Social Care in the Australian communities. It is a government established
organization. The organization provides health care services for the aged people and their family.
It provides with various services at the comfort of home for the aged or older people living in
Australia. My Aged Care is a not for profit organization as aged care homes. The organization
provides with Home Care Packages, Commonwealth Home Support Programme, After- Hospital
Care and Carer Counselling (My Aged Care, 2018). As the organization is a government-
facilitated association in Health and Social Care the company is engaged in marketing and
promotional activities. The organization is engaged in marketing through collaborations and
associative services. It provides with advertisements on the printed and virtual modes of media.
It is also active on various social media platforms to increase the scope and operations of the
business and its services.
The organization is committed to provide or exchange services for value in two basic forms.
These are as collaboration with the service providers. These include engagement with third
parties that are associated with My Aged Care to provide services to the consumers under
partnership or association. Another form is to Health Professional which relates to providing
services for older people as referrals form the professional service providers or individuals (My
Aged Care, 2018). These professionals make referrals for the needed and My Aged Care contacts
the respondents. This acts as the eminent marketing strategy adopted by the organisation to
increase the scope and services in the Australian communities.
The Value statements include for protecting the personal information of the consumers or users
while providing prompt and reliable services. The aim is to provide with government-funded
aged care services for the old aged citizens and residents of Australia.
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Issue 2: Analyse each of the 5 C’s for the organization
Company
The organization performs functions and services in the Health and Social Care sector of
Australia. It is a government funded not for profit organization aimed at providing health care
guidance to aged citizens of Australia. The SWOT Analysis will enable to identify the Strengths,
Weakness, Opportunities and Threats available with My Aged Care.
Strengths
 Highly Skilled Clinical Staff
 Home Care Services
 Government Funded Association
 Confidentiality of Patients
information ((My Aged Care,
2018)
 Access to information in case of
Vision Imparity
Weakness
 Decreased supply
 Ineffective consumer staff
relationships
 Lack of Medical and Legal
guidance
 Lack of Financial support
systems
Opportunities
 Referral Marketing
 Lack of dominant competitors
 Expansion into personalized
services
 Application of improvised
technology
Threats
 Legal Involvement
 Limited areas of operations
 Limited channels of distribution
 Lack of referral sources (My
Aged Care, 2018)
The SWOT Analysis above represents major strengths of My Aged Care as it is a government
funded organisation providing with home care services. The opportunity for growth and
expansion are recognised in the areas of personalized services and referral marketing. The
weakness has been identified as decreased supply and ineffective consumer staff relationship
which leads to disputes of interest and issues. The threat for My Aged Care is Legal involvement
of government authorities which restricts the areas of services.
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Customers
The company is aimed at providing services for old aged citizen and residents of Australia. The
services are extended towards variety and specialized groups of communities and societies
mentioned below:
 Aboriginal and Torres Strait Islander people
 Linguistically differential People
 LGBTI people
 Veterans
 Rural and remote areas residents
 People suffering from disabilities
 Care Leavers
 Financially disadvantaged People
 People fronting homelessness
Collaborators
The collaborators for My Aged Care are presented by service providers and health professionals.
The in the section of service providers various government listed and affiliated health and social
care organizations. The service providers list themselves under the organization. My Aged Care
then refers or allots the consumers to these listed healthcare organisations as per the requirements
and specifications (Bursell, et. al., 2013).
Another form of collaboration is with referrals by professionals. The professional practitioners
refer the consumers to the My Aged Care. These are basically the patients requiring additional
health care services after undergoing surgeries and medical treatments.
Competitors
As the organization functions as a not for profit association funded by the government, there is
no serious competition for the organization. However several other private and public
organizations such as the Australian Commission on Safety and Quality in Health Care,
Australian Council of Social Service etc.
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Context
There are various factors that affect the performance and functions of My Aged Care in the
Health and Social Care sector of Australia. The Political factor influences the performance
majorly. The political conditions and changes of the parties in the political scenario of Australia,
impacts on the financial stability and funds allotted by the government for various services
undertaken by the organization (My Aged Care, 2018). The legal factors include all the legal
provisions and regulations that are enforced by the organization. The organization is regulated by
various acts such as Data Protection Act, Health and Safety Act, and Equal Opportunity Act etc.
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Issue 3: How does the firm go about collecting information?
What customer wants?
The organization is aiming at placing the users or clients at the topmost priority of the business
model. The aim of My Aged Care is to provide with justified and equality of services for all the
sections of the society. As per the National Health Summit Australia, the health and social care
consumers expect various services. These demands have been stated as below:
 Equality of Services: The consumers requires for equality of services in all terms. It has
been observed that high end and exceptional quality services in the healthcare are
provided by distinguished means and terms. The consumers expect for equality of
services as per the demands and requirements, not as per the financial levels of the
consumers.
 Maintenance of quality: Consumers expect to reduce the harm and insecurities that arise
in the healthcare sector of Australia. It is required to lay more emphasis and focus
towards the security and reduction of risk causing issues. Proper implementation of risk
management theories and techniques required in complex medical procedures and
appraisal (Briggs, et. al., 2012).
 Acceptability: The healthcare consumers require undertaking equality of healthcare
opportunities. Opportunities must be provided to healthcare consumers in terms of
medical guidance, legal advice and financial support to strengthen the base of Australian
healthcare sector.
What competitors pose a threat?
There are several government affiliated and private organizations working in the health and
social care sector of Australia. As the organziation is working as a, not for profit goverment
organization there is no such threat of competition to the organziation. Concurrently various
associations such as the Australian Institute for Patient and Family Centred Care, Australian
Health Care Reform Alliance (AHCRA), Australian Health Practitioner Regulation Agency
(AHPRA), and Australian Medical Association (AMA).
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Issue 4: Developing Marketing Strategy
A Choice of Target Market
There are several areas or consumers the organization can focus towards as a target market to
provide the services. The organization can focus towards expanding services of health and social
care in the legal, medical or financial advice to the required consumers. The organization can
focus towards extending advice to the consumers requiring legal aid in the cases of conflicts with
the health and social care organizations. The services can also be provided in the fields of
medical and financial services. It can focus towards providing financial aid in the terms of
providing loan services and facilities when required by the consumers in the conditions of
requirements. The choice of the target market is identified in the weaker and less privileged
section of the Australian society. The Health and Social Care organization My Aged Care is
focusing to deploy the increased levels of services for the LGBTI people, Veterans, Rural and
remote areas residents, People suffering from disabilities and Care leavers etc. (My Aged Care,
2018). The target market includes remote area residents as these are the people who are not
provided with effective and efficient health and social care services. Another target market
identified is people suffering from disabilities. This section also includes the physically
handicapped individuals who are unable to move and reach for the medical and health care
services for medical guidance and assistance.
A Value Proposition for Target Market
The value proposition can be developed in the light of integrating new services for the
consumers to increases the scope of operations for My Aged Care. The new services that can be
developed are providing with legal, medical and financial services. The value proposition for the
target market is designed as below:
Particulars Description
Gain Creators The organization My Aged Care will develop services such as the legal,
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medical and financial services for the target consumers.
The first service of Legal services will provide with opportunities for the My
Aged Care to provide with legal guidance for resolving the legal issues and
conflicts in the medical treatments (Ndubisi, 2014).
The second services of Medical services will incorporate providing with
medical assistance and advice for the consumers to direct the flow of
medical procedures adopted by the users.
The third service of Financial services can be designed to provide with
financial guidance and support in order to treat the lack of financial support.
Innovation of
Services
The innovation in the terms of medical, legal and financial services will
provide with increased scope of operations and areas for the organization
My Aged Care (Thawesaengskulthai, et. al., 2015). The innovation of
services can be devised by implementing the services of loans and advances,
assisting in medical advice and guidance and providing with legal support
resolving the conflicts and issues in medical cases.
Pain Relievers The services will provide with various benefits for the users or consumers of
My Aged Care. The pain relievers are termed as benefits that will be
provided to the consumers by using these services. The general benefits can
be identified as medical assistance, guidance in complex medical structures,
financial assistance, providers of loans and advances, legal assistance and
advice etc. (Taylor, et. al., 2013)
Target Market The target market includes the LGBTI people, Veterans, Rural and remote
areas residents, People suffering from disabilities and Care leavers etc.
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The integration of these innovative services will require various specifications and requirements
to deploy and achieve the desired outcomes and results. These services will require establishing
relationships with the clients and consumers. The traditional hospital value propositions will
require developing and creating under the lights of new value proposition. The new value
proposition will create greater relationship with the clients. It will develop better and enhanced
relationships with the consumers to create an understanding and emotional relationship. It will
aids in providing the services with greater efficiency (Bismark, et. al., 2013). The focus is made
towards including the less privileged segment of the target market. The target market is
identified as the LGBTI people, Veterans, Rural and remote areas residents, People suffering
from disabilities and Care leavers etc. This sector has been focused as they are less privileged
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