Marketing Goals
Active Retirement is a facility specializing in the provision of residential care to senior individuals with health problems. The organization functions to pursue a set of marketing goals that would suffice its mission and vision. In particular, the facility’s mission is to deliver a high-quality service to its residents in order to ensure that their safety, health, and wellbeing needs are met. The vision of the organization is inherent in the idea of making the life of senior residents easier and pain-free so that they age gracefully. Given the scope of the mission and vision, as well as the scope of provided services and products available from Active Retirement, the marketing goals include the ones that help balance client and organizational benefits.
Within its latest projects, the organization aims at promoting its healthy multicultural food. Firstly, the marketing goal of market share increase is pursued by implementing this project, which might be achieved by increasing the number of new clients. It aligns with the mission and vision of the nursing home since the facility works to ensure that all senior citizens have an opportunity to age safely and gracefully. Secondly, the marketing goal of customer retention is pursued to make sure that the existing clients are satisfied with the services and products for endured long-term benefits (“Nursing homes,” 2020). Finally, the third marketing goal for Active Retirement is differentiation, which is inherent in the desire and vision to deliver exceptional quality of care and a unique experience that satisfies multiple groups of clients.
Industry Segment
Within the industry of nursing home residential care provision, population segmentation is necessary to identify the population groups that are most likely to be affected by the facility’s performance. In particular, three types of segmentation might be applied to identify the segments, namely demographic segmentation, health needs segmentation, and benefit segmentation.
Active Retirement is a statistically average facility serving the population the age of approximately 50%, of whom is 85 and older, with the approximate age of the remaining 50% being 65. Life expectancy differences between male and female citizens imply that the majority of facility residents are women who are either widowed, divorced, or single (“Nursing homes,” 2020, para. 2). Thus, this segment of the market is primarily included in the scope of individuals who are impacted by the facility’s services and products.
From the perspective of health issues segmentation, the inclusion of the patients with both mental and physical illness is relevant for the segmentation of the population of Active Retirement. The most frequent disabilities and health issues that the facility assists the residents with include immobility, loss of sight or hearing, memory loss, cognitive and social deteriorations, and age-specific disabilities (Nursing homes”, 2020). The benefits of pain relief, happier aging, and better interpersonal communication are relevant to those experiencing lonely and painful senior life.
Target Markets
Given the segmentation procedure results and the outlined particularities of the facility performance and product marketing goals, the target market includes the customers of Active Retirement, namely female and male residents in their 70s and 80s with mental and physical impairments seeking assistance and pain relief. In addition, another target market is the family members and caregivers of the primary clients at the facility since they frequently attend the organization and might make a decision as per meals and leisure time for their dear ones. Thus, the provision of healthy multicultural food will ensure that all ethnicities’ needs and gastronomic interests are met by the provision of a unique experience and healthy meal for positive long-term health outcomes.
SWOT Analysis
The multicultural healthy food product as a marketing decision allowing for increasing customer retention, acquiring new market share, and differentiating the organization among its competitors is used to analyze its strengths, weaknesses, threats, and opportunities.
Table 1. SWOT Analysis.
The SWOT analysis seen in Table 1 demonstrates that the implementation of the project is characterized by such strengths as a high level of nutrition of the healthy multicultural food, variety of food choices and dishes, and exceptional quality of ingredients (Ogden, 2018).
As for the weaknesses found in the internal environment of the organization and product implementation, the dependence on food prices, time-consuming preparation process, and more specific and high-standards of chef qualifications might be identified. Within the external environment, the launching of the product might face such threats as low margin in cost-benefit ratio, possible growth of prices for ingredients, and a significant level of competition in the industry. Finally, there are several opportunities informed by external forces, in particular the improvement of lifestyle and health of residents, increased customer loyalty, and improved consumer satisfaction are the most important opportunities.
Competitor Assessment
Before identifying the market position of an organization, one should assess its key competitors. Active Retirement provides assisted and independent living assistance services to seniors in an industry where multiple similar organizations successfully operate. In particular, Aegis Gardens is a competitor with a medium competitive advantage, which provides services to senior residents of Asian communities. Its competing product is Asian cuisine which might be considered as a threat to healthy multicultural food. Indeed, the strengths of the competitor include cultural sensitivity, consistency with organizational mission, and cost-efficiency (Aegis Gardens, 2021). However, the weaknesses include a limited product range, reaching only the Asian community, and omission of the interests of other ethnicities.
Another considerable competitor is the facility called The Quarry Senior Living. It is a competitor with a medium competitive advantage. It delivers care to individuals with Parkinson’s disease, specific assistance requirements, and other senior individuals in need of residence as they age (The Quarry Senior Living, 2021). The competing product offered to the customers at this facility is vegetarian food plans. The organization is characterized by such strengths as whole foods prioritization, meeting the needs of vegans and vegetarians, and enhancing long-term health benefits and sustainability considerations. As for the weaknesses, they include limited dietary options, the lack of cultural components in meal plans, and inconsistent provision, which deteriorates sales.
Market Position
In order to determine the organization’s current market position, one should incorporate the findings from the industry segmentation, target market, SWOT analysis results, and competitor assessment. The conclusions should be used to justify how the current product and facility are different from others in the industry and how well they meet the needs of the target market. The organization and its product sufficiently compete with its rivals. The facility offers new experiences and healthy lifestyle promotion at affordable prices at relevant locations and promoted by appropriate means constitute the marketing strategy that would suffice the promotion of healthy multicultural food at the nursing home. Using the differentiation marketing strategy, the organization strives to integrate its uniqueness into the performance for enhanced long-term competitive advantage.
References
Aegis Gardens. (2021). Asian inspired living. Web.
The Quarry Senior Living. (2021). Assisted living. Web.
Nursing homes. (2020). Health in Aging. Web.
Ogden, J. (2018). Successful dieting. The Psychology of Dieting, 49–63. Web.