Marketing Plan

Marketing Plan

Competitive Analysis

A competitive analysis conducted revealed that there is significant competition in the target market. Apart from larger competitors such as well established healthcare centers, the analysis was also able to recognize high density of smaller competitors that were mostly in the shape of healthcare clinics. Since these clinics offered similar services that were mainly aimed at improving the health of consumers by offering them a better lifestyle, they acted as direct competition for the business of clinic X.

Mission Statement

The mission of clinic X is to provide a wide range of healthcare services that help to reduce the instance of obesity among children while also encouraging them to adopt a healthy lifestyle.

Marketing Plan

Potential Market

By conducting a survey, the market planners were able to identify massive potential for a healthcare clinic that was dedicated to ensuring good health among children. The survey highlighted that a majority of children aged below 14 were overweight according to the Body Mass Index. Moreover, it was also learned that numerous hospitals operating in the market do not offer specialized services based on children or obesity and this means that there was a strong likelihood that children suffering from conditions of obesity were not looked upon (Hillestad & Berkowitz, 1991). Clinic X saw this as the perfect market where it could set out to accomplish its mission of offering services in order to reduce the level of obesity in children while also encouraging them to live a healthy lifestyle.

Market Growth & Changes

Looking back at statistical data for the past two decades, it can easily be observed that the number of Americans relying on some kind of medicine in order to cure obesity has increased significantly over the past 15 years. For example, nearly 34% of Americans were using some type of medication in order to cure obesity and look young. However, in the following years, the trend increased significantly so that nearly 62% of the children were suffering from obesity. Moreover, by the year 2007, there was an increased use of acupuncture, therapeutic assessment. These services related to the not registered provision of alert (Hillestad & Berkowitz, 1991). As a result, there was a need to properly identify the potential of the target market.

Customers

It is certainly true that the instance of obesity have become more and more common in the healthcare setting. For example, while obesity was mostly found among adults until a month ago, recent data collected through surveys suggests that children have also been largely affected by the medical condition. As a result, there is a need to cater to the growing healthcare needs of children so as to promote a healthy lifestyle among them and educate them about the potential hazards commonly associated with obesity. Hence, the primary customers of Clinic X as identified in the marketing plan are obese children (Calkins, 2008). The clinic will dedicate its resources to the identification of obesity risks in children and then cure the medical condition by taking the right ...