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;
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
i. Products and service
ii. Price
iii. Place
iv. Promotion
Gantt chart
Project Objective and Scope
This document presents a strategic marketing plan for the implementation of a mobile health (mHealth) service, aimed at improving public health and nutrition programming in emergency and developmental contexts, specifically targeting regions such as South Sudan.
- Analysis of the macro-environmental factors influencing health service delivery.
- Development of SMART marketing objectives for organizational positioning.
- Segmentation of target beneficiaries and competitive positioning strategies.
- Application of the 4Ps marketing mix (Product, Price, Place, Promotion) to mobile health technology.
- Project implementation timeline and cost estimation via a Gantt chart.
Excerpt from the Book
Introduction and Idea for New Product Development
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.
According to Kotler and Keller, 2011, marketing is meeting needs profitably. A plethora of things can be marketed i.e. goods, services, experiences, events, places, organizations information, people and ideas. Long ago marketing used to be associated with a physical place where buyer and seller would meet for a product, but growing research has concluded that marketing is not a single process, rather a more complex marketing management.
Chapter Summary
Introduction and Idea for New Product Development: Discusses the necessity of strategic marketing in the NGO sector and introduces mHealth as a potential innovation to meet growing health service demands.
Marketing Audit- Strategic Situation Analysis: Provides a PESTLE analysis evaluating the political, economic, social, technological, legal, and environmental factors affecting Concern Worldwide's operations.
Objectives and Strategies: Outlines the organization's SMART marketing goals and the strategic approaches required to establish a commanding presence in the mHealth sector.
Segmentation, targeting, positioning strategies: Defines the three key audience segments and details how mHealth services can be positioned for different groups.
Implementation - Marketing Mix: Details the practical application of the 4Ps (Product, Price, Place, Promotion) to deploy mobile applications for public health programs.
Gantt chart: Presents a visual timeline and budget breakdown for the key deliverables of the mHealth project over a nine-month period.
Keywords
mHealth, Strategic Marketing, Concern Worldwide, Public Health, Non-profit, PESTLE Analysis, Marketing Mix, Customer Segmentation, Innovation, South Sudan, Healthcare Delivery, Fundraising, Behavior Change, Mobile Technology, Humanitarian Aid
Frequently Asked Questions
What is the fundamental focus of this publication?
The work focuses on creating a strategic marketing plan for implementing mobile health (mHealth) services within a non-profit organization to improve health and nutrition outreach.
What are the core thematic fields addressed?
The core themes include strategic environmental scanning (PESTLE), marketing strategy development, segment-based positioning, and the application of the 4Ps marketing mix in a humanitarian context.
What is the primary objective of this marketing plan?
The primary goal is to establish the organization as a recognized leader and specialist in mHealth within the health and nutrition policy sector.
Which methodology is utilized for the situational analysis?
The document employs the PESTLE framework to analyze external macro-environmental factors and the 4Ps marketing mix framework to structure operational implementation.
What topics are covered in the main section of the plan?
The main sections cover internal and external situation analysis, the establishment of SMART marketing objectives, segmentation of target audiences, and the specific deployment of mobile-based service strategies.
Which keywords best characterize this work?
The work is best characterized by terms such as mHealth, non-profit marketing, strategic planning, and humanitarian health programming.
How does the organization plan to address social stigma in health marketing?
The plan suggests using the mHealth platform to provide information in a more engaging, fun, and less stigmatizing manner to overcome psychological and social barriers.
What role does the proposed Gantt chart play?
The Gantt chart provides a clear, nine-month operational roadmap, assigning specific tasks to departments and detailing the projected costs for each phase of the rollout.
- Quote paper
- Thembisani Maphosa (Author), 2016, Strategic Marketing Planning, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/345099
