Marketing Analysis and Strategies: Apex Healthcare Bhd Report

This report provides a comprehensive marketing analysis of Apex Healthcare Bhd, a regional pharmaceutical group. It begins with an introduction to marketing management and its role in meeting customer needs. The report then delves into customer value, examining the customer value hier...Read More

MBA - MARKETING
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
Section 1...........................................................................................................................................3
Customer value hierarchy...........................................................................................................3
Customer value analysis..............................................................................................................4
Section 2...........................................................................................................................................5
STP Approach.............................................................................................................................5
Section 3...........................................................................................................................................6
Marketing objectives...................................................................................................................6
Ansoff Matrix..............................................................................................................................7
Section 4...........................................................................................................................................8
Marketing Mix of Apex Healthcare Bhd....................................................................................8
Section 5...........................................................................................................................................9
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................11
Books & Journals......................................................................................................................11

INTRODUCTION
Marketing management is refers to the effective planning, organising, controlling and
implementing marketing strategies to create or satisfy the customers needs and wants by offering
them quality products and services. It also may assist in generating acceptable profitability level.
Along with this, it is type of tactics that support business organisation to develop an appropriate
protect within the aim of meeting customers needs, creating awareness in market place. In
addition to this, it is also consider as a tool that used to analysis the market and industry where
company operates their business (Wiedmann, 2019). This can be beneficial in enhancing their
competitive performance level. Current report is based on Apex Healthcare Bhd, is a leading
regional pharmaceutical group along with operations in Malaysia. Company is also engaged in
the provision of management services. Report is focus on Customers perceived value, behaviour
of targeted customers and many more to analysis the actual performance of company at market
place.
Section 1
Customer Perceived Value is refers to the concept that widely used in marketing
activities of company. As this type of value is the notion in which success of a specific products
is based over the customers believe as it can satisfy their needs and wants. For analysing the
same, Apex Healthcare Bhd. use A hierarchy of customer value that can be understood by
following description:
Customer value hierarchy
The value hierarchy model refers to the hierarchy level including desired attributes,
desired consequences and desired goal and purpose. From these, lower level of hierarchy model
refers to the means by which higher level ends can be achieved. In this, perceived value of
customers is based on preferences of products attributes, performance attributes and
consequences arising from the use that contributes in attaining customer’s goals and purpose of
the situation (El-Adly, 2016). Five levels of the customer value hierarchy are going to be
discussed as follows:
 It has been identified that the first element of this model is the core benefit is one of the
basic need for which the commodity is going to be purchased. Apex Healthcare Bhd. is a

pharmaceutical company which usually provides skin care products to their customers
which aid them in order to improve their skin quality.
 Second most important element is the basic product where marketers convert their core
benefits into their basic product. In reference to Apex Healthcare Bhd. It is said that the
higher authorities of the company provide their product in a unique way which satisfy the
requirement of customers (Markovic, 2018).
 The third stage is expected product where some specific attributes are there in the product
which is expected by the customers while purchasing the products. Apex Healthcare Bhd.
Is a healthcare comapny which usually examine all the products related to skin care
before providing them to the end users. This will aid them in order to satisfy the needs of
customers by providing them high quality products.
 The fourth stage is augmented products where the products offered by business entity
exceeds the requirements of customers. Apex Healthcare Bhd. it is said that the skin care
products are highly innovative and unique which includes benefits of herbal items which
assist is beyond the expectation of customers.
 Potential product is last stage which includes all the possible transformations and
augmentations which need to be adopted by the higher authorities in near future. In
relation to Apex Healthcare Bhd. it is said that managers need to adopt unique promoting
strategies and well as use some attractive packaging in order to maintain their position at
competitive marketplace.
Customer value analysis
Apart from Customer value hierarchy model another framework used by business entities
is customer value analysis model which is used by large number of comapnies in order to identify
how the elements of all products and services develop value among customers or market
(Katerattanakul, 2018). It is said that Customer Value Analysis (CVA) define as a research
method which is used by large number of business entity in order to identify how effectively a
business organisation is perceived by the users as well as refers to a research method that is used
to identify how an organization is perceived by consumers as well as by their rivals and
competitors in an effective manner. In addition to this, it is said that CVA is one of the most
important factor as it help a business entity to understand how are they judged by others as
compared to their competitors.

For every business entity customers plays very essential role in the overall growth and
development of the business organisation. Perception of customers towards the business entity is
the main base of the success of an organisation. In the present context of Apex Healthcare Bhd.
it is said that higher authorities of a business entity work on improving the image or perception of
employees towards them which is quite more than customer satisfaction. They examine the
perception of customers which help them in order to perform their other functions by modifying
them in an effective manner (Al Khoury, 2017). One of the greatest benefit of CVA Analysis is
that, the model aid a business in order to examine the particular offerings of them which drive
their customer’s perception towrads them. Therefore, it is said that this is a framework which
assist an organisation in order to understand the perception of customers towards the business
entity which leads towards the
Section 2
STP Approach
For each and every business entity it is very essential to understand their target market,
potential customers and market condition so that they can effectively perform their functions in
an effective manner at the competitive marketplace. For this, managers of the company adopt
STP approach so that they can examine their segmented area, target customers and position in
order to gain benefits at the marketplace. In the present context of Apex Healthcare Bhd. Higher
authorities of the company adopt STP so that they can establish their product in a right manner
and gain positive results.
Segmentation: This is the first element which is known as market or customer segmentation
which customers are divided into various section on the basis of their characteristics. Each
company have their products for some specific group which need to be identified by them so they
can easily gain benefits in an effective manner. Segmentation of customers can be done on the
basis of demographic, psycho graphic, geographic and behavioural factors. These are the basic
elements which is used by business entities in order to categorise their customers (Abdel-Basset,
2018). In the present context of Apex Healthcare Bhd. higher authorities of the company examine
their potential customers on the basis of their age group and income level. The products offered
by the company is skin care product which is commonly used by youngsters and above the age

group of 25 year. They are the potential customers of the business entity which is identified by
them after categorised them on the basis of their demographic factors.
Targeting: Targeting is the next step which is conducted after completing targeting segment.
In this stage the main focus of the business entity is to target their potential customers and market
which has been identified with the help of segmentation factor. It is said that targeting mainly
consist of different sort of marketing methods with the help of which Apex Healthcare Bhd. Can
effectively target their customers and gain positive outcomes from them. For this, top
management authorities of the company who usually offers skin care products adopt digital
marketing strategies so that they can easily communicate their information to their customers
within less period of time (Narula, 2016). In reference to a healthcare or skin care product it is
very essential for the company to provide complete information related to the elements used in
the product.
Positioning: Positioning refers to the last as well as most crucial stage of STP approach
where the target of the company is to position their products in the market. In simple words, it is
said that positioning at the marketplace means where the products and services of the company
stand. It has also been said that, it define as the process in which the product of company is being
differentiated from others. Along with this, it is said that in order to gain success at the
competitive market it becomes essential for the business entity to position their products and
services at the market area in an effective manner. In the present context of Apex Healthcare
Bhd. It is said that for positioning the products and services in market, managers need to adopt
new and developed technologies which assist customers in order to satisfy their needs and
requirements in an effective manner.
Section 3
Marketing objectives
To expand the business functions beyond Malaysia
For every business entity it is very necessary to expand their business operations across the
country boundaries which increases their profitability as well as goodwill of the company. For
this company start exporting their products across the world as establishing a business entity at
new country requires huge amount of investment (Aschemann-Witzel, 2017). Therefore, by

started doing export Apex Healthcare Bhd. can easily expand their business functions at the new
marketplace in an effective manner.
To enhance their customer base by 10% in next 8 months
Another objective of the comapny Apex Healthcare Bhd. is to increase the base of
customer by 10% within 8 months. This can be done by developing high quality new products as
per the requirement and needs of customers. In addition to this, it is also very essential for the
higher authorities to spread awareness about products and services among thier customers so that
they will be able to develop their brand image at the competitive marketplace which as a resulot
provide benefits to the firm in their long run (Dimitriadi, 2019).
To increase the satisfaction level of customers by providing high quality products
For every business entity it is necessary to offer such products which will satisfy the
needs of customers in an effective manner. By satisfying the requirements of users, company
will be able to retain their old customers for longer duration as well as attract new ones towards
them. In the present context of Apex Healthcare Bhd. it has been said that the organisation
provide skin care products to their consumers as per their needs and requirements which help
them in satisfying their demands. For this, proper research and analysis of market and customers
needs to be done by the higher authorities in an effective and proper manner.
Ansoff Matrix
This is considered to be the model that helps an organisationin strategic planning for
attaining different range of goals and objectives.Primarily, senior management level like
executive, marketers and managers of a company take into consideration of this model that helps
in analysing the future growth of the firm.it has been found that there are four different types of
strategies that are involved in Ansoff Matrix and all these four strategies are specifically being
presented underneath taking into consideration of Apex Healthcare Bhd, which will be helping
organisation in selling their products and services in much effective and efficient manner. Market penetration: This is said to be an effective strategy where accompany uses it to
improve the existing customer base. Basically, the existing products and services offered by
an organisation will be effectively be sold among existing market is said to be market
penetration. In context with, Apex Healthcare Bhdin order to engage customers with the
distinct products and services this type of strategy can be utilised where there is no need of
producing a new product and launching it in a new market (Mahapatra, 2020).

 Product development: This type of strategy is utilised by firms when they launch a new
product and tried to penetrate the existing market in which there are already performing
operations and doing business. Primarily, since the organisation that is Apex Healthcare Bhd
already has its strong presence within the market in which it is already performing all the
operations there for, in order to enhance the customer base it is must for them to take into
consideration of this type of strategy because both market and customer needs carries
dynamic nature. Market development:This considered to be the strategywhere existing products and services
are specifically being launched among new targeted market in order to enhance the
profitability of the organisation.Considering this approach, Apex Healthcare Bhd may
effectively deliver existing products among new market, but it is may be possible that the
customers in the new area carrying different type of needs. Therefore, before launching
existing products in the new market it is must for company to perform an analysis that would
help in taking right decision in correct time (Sahaf, 2019).
 Diversification: When organisation launches a new product and tries to sell it in a new
market then it is considered to be diversification strategy belonging to ansoff matrix. This is
said to be one of the risk approach which an organisation can adopt and it requires proper
analysis before reaching to a conclusion of considering this type of approach or not. In
context with, Apex Healthcare Bhd may also try this type of strategy but it will be risky for
the company.
In present context, in order to increase the sale of beauty product Apex Healthcare Bhd may
consider product development or market penetration strategy.
Section 4
Marketing Mix of Apex Healthcare Bhd
Marketing mix is consider as an important tactic that used by company to promote its
products and service. This will contributes in increasing profitability level of company at market
place. With the use of this tool, company can attain marketing objectives in target market. There
are 7 P’s in marketing mix. The 7 P’s of Apex Healthcare Bhd is mentioned underneath:

 Product: Apex Healthcare Bhd delivers a range of pharmaceutical products and services that
includes different types of medication and so on which helps in in fulfilling the different
requirements and needs of existing and new customers. Place:Some of the countries in which Apex Healthcare Bhd performing its operations are
Singapore, Malaysia, Vietnam and Indonesia, which is helping them in in sustaining in the
international market in much effective and efficient manner (Bjerke, 2017). Price:Value based pricing is considered by Apex Healthcare Bhd, because it is performing
operations within pharmaceutical company and it is must for all the business firms that are
dealing within the same industry to consider this type of pricing only as they cannot utilize
any other pricing approach to target the customers and make profit out of them.
 Promotion:Digital marketing along with social media campaigns are the two different types
of promotional strategies which are specifically being utilised by Apex Healthcare Bhd
health promoting all the services and products like beauty product. People: Staff, customers, investors, creditors and so on are said to be the individuals
belonging to this type element of marketing mix. In present context, it is must for Apex
Healthcare Bhd to naturally consider sales executive and train them so that they can
effectively sell different range of products and services which are offered by the company
(Alyamani, 2020). Processes:In context with, Apex Healthcare Bhd it is necessary to develop an effective
process in order to ease the lengthy process of buying products and services and this can be
done considering electronic fund transfer related services if offered by the organisation.
 Physical evidence: Apex Healthcare Bhd would require to make sure that if the physical
approach of the particular or different range of products and services offered by them is
ethical or not because it directly connects with goodwill of the firm (Thieu, 2017).
Section 5
Conclusion
Considering the above information, it is being concluded that for an organisation it is must to
perform analysis off the market and then take decisions based on the different accumulated
information like needs and requirements of the customers, competitiveness in the market, current
trends in the market, and so on. On the other hand, developing an effective approach may help

Apex Healthcare Bhd in hitting desired goals and objectives in much effective and efficient
manner.

REFERENCES
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