The world population has continued to grow for the past few decades and this has effectively translated to an increased demand for services like health care, food, transport, entertainment, education, housing just to mention a few. Hundreds to hundreds of thousand companies offer these services and it takes a great deal of strategy, vision and innovation to remain relevant and a cut above the rest. Marketing thus plays a very crucial role in ensuring competitiveness in the very dynamic and fast paced business world.
From the text:
-Idea for New product Development;
-Marketing Audit and Strategic Situation Analysis;
-Objectives and Strategies;
-Segmentation, targeting, positioning strategies;
-Implementation;
Inhaltsverzeichnis (Table of Contents)
- Introduction and Idea for New Product Development
- Marketing Audit- Strategic Situation Analysis
- Political
- Economic
- Social
- Technological
- Legal
- Environmental
- Objectives and Strategies
- Marketing Objectives
- Marketing Strategies
- Segmentation, targeting, positioning strategies
- Competitive advantage configuration and communication
- Implementation - Marketing Mix
- Products and service
- Price
- Place
- Promotion
- Gantt chart
- References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The objective of this strategic marketing plan is to propose the development and implementation of a mobile health (mHealth) initiative for Concern Worldwide, a non-governmental organization operating in over 50 countries. The plan aims to leverage the widespread adoption of mobile phones to improve health service delivery, particularly in underserved areas. It analyzes the current market situation and proposes strategies for effective implementation.
- The potential of mHealth to improve health service delivery in developing countries.
- Strategic marketing planning for non-profit organizations.
- Conducting a comprehensive marketing audit and situational analysis using PESTLE analysis.
- Developing effective marketing strategies including segmentation, targeting, and positioning.
- The challenges and opportunities presented by the evolving macro environment.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction and Idea for New Product Development: This chapter introduces the concept of strategic marketing planning in a dynamic business environment. It highlights the growing demand for services such as healthcare and the crucial role of marketing in achieving competitiveness. The chapter defines marketing and marketing management, emphasizing the importance of a well-defined marketing plan to meet customer needs profitably. It also introduces the concept of new product development as a strategy for improving organizational performance and specifically discusses the potential of mHealth for Concern Worldwide, emphasizing the organization's commitment to health and nutrition programming and the potential of mobile technology for improved service delivery and fundraising.
Marketing Audit- Strategic Situation Analysis: This chapter focuses on the importance of environmental scanning and analysis in marketing. It introduces the PESTLE framework as a tool for assessing the political, economic, social, technological, legal, and environmental factors that influence a business environment. The chapter uses Concern Worldwide as a case study, examining the organization's operating environment within a PESTLE framework. The analysis highlights challenges such as navigating relationships with governments, managing financial risks in a volatile economic climate, respecting cultural and religious sensitivities, and leveraging technology while addressing potential inequalities in access to healthcare. This thorough environmental scan establishes a foundation for the development of targeted marketing strategies.
Schlüsselwörter (Keywords)
Strategic marketing, mHealth, mobile health, Concern Worldwide, non-profit marketing, PESTLE analysis, marketing audit, new product development, health service delivery, developing countries, environmental scanning, competitive advantage, marketing mix, segmentation, targeting, positioning.
Strategic Marketing Plan for mHealth Initiative: Frequently Asked Questions
What is the overall objective of this strategic marketing plan?
The objective is to propose the development and implementation of a mobile health (mHealth) initiative for Concern Worldwide, a non-governmental organization, to leverage mobile phones for improved health service delivery, especially in underserved areas.
What are the key themes explored in this plan?
Key themes include the potential of mHealth in developing countries, strategic marketing for non-profits, PESTLE analysis for situational assessment, developing effective marketing strategies (segmentation, targeting, positioning), and navigating challenges and opportunities in the macro environment.
What is covered in the "Introduction and Idea for New Product Development" chapter?
This chapter introduces strategic marketing planning, the growing demand for healthcare services, the importance of a well-defined marketing plan, and the concept of new product development. It specifically focuses on the potential of mHealth for Concern Worldwide, highlighting its commitment to health and nutrition and the potential of mobile technology for service delivery and fundraising.
What is the focus of the "Marketing Audit- Strategic Situation Analysis" chapter?
This chapter emphasizes environmental scanning and analysis using the PESTLE framework (Political, Economic, Social, Technological, Legal, Environmental). It analyzes Concern Worldwide's operating environment, highlighting challenges like navigating government relations, managing financial risks, respecting cultural sensitivities, and leveraging technology while addressing healthcare access inequalities.
What marketing strategies are discussed in the plan?
The plan covers segmentation, targeting, and positioning strategies, as well as competitive advantage configuration and communication. These strategies are developed based on the comprehensive marketing audit and situational analysis.
What components of the marketing mix are addressed?
The implementation section delves into the four Ps of the marketing mix: Product and service, Price, Place (distribution), and Promotion.
What tools and frameworks are utilized in this plan?
The plan utilizes the PESTLE framework for environmental analysis and addresses the development of a comprehensive marketing strategy encompassing segmentation, targeting, and positioning.
What is included in the Table of Contents?
The table of contents includes an introduction, a marketing audit with PESTLE analysis, objectives and strategies (including segmentation, targeting, and positioning), implementation details focusing on the marketing mix (product, price, place, promotion), a Gantt chart (though details aren't provided in this preview), and references.
What are the key words associated with this strategic marketing plan?
Keywords include strategic marketing, mHealth, mobile health, Concern Worldwide, non-profit marketing, PESTLE analysis, marketing audit, new product development, health service delivery, developing countries, environmental scanning, competitive advantage, marketing mix, segmentation, targeting, and positioning.
For whom is this strategic marketing plan intended?
This plan is intended for Concern Worldwide and other stakeholders interested in understanding the strategic approach to implementing an mHealth initiative. It provides a framework for developing and implementing a successful mHealth program.
- Quote paper
- Thembisani Maphosa (Author), 2016, Strategic Marketing Planning, Munich, GRIN Verlag, https://www.grin.com/document/345099
