6 pages/≈1650 words
Business & Marketing
Revitalizing Brand (Book Report Sample)
Revitalizing Brand , Book Reportsource..
Case Study 1: Revitalizing a Brand
[Name of the Writer]
[Name of the Institution]
Case Study 1: Revitalizing a Brand
Customer service is one the most essential element of the marketing strategies to promote their product or services. The process of improving service quality leads to higher customer loyalty, therefore delivering a basis for a firm as it makes it efforts to attain economies of scale. Plaza Home Health Services is a leader in delivering health care services in Georgetown. Georgetown is located in the West North Central region of the U.S that has a population of 45,857 people. The company was established by two people, Nancy Edwards and Jennifer Moore. They started to start a company that will provide health care services because they observed an enormous growth and opportunity in the health care service sector. At the time of establishing the company, they did not have much capital to start off with.
They entered into the business with inadequate cash reserves and this enforced the owners to make some comprises on the companyâ€™s identity. The reason for the tremendous growth at the very early stages of their company was that they put more emphasized on customer satisfaction and service quality. The company believed that by providing above market average compensation and remuneration packages will help the organization to attract the most talented personnel and thus, creating a key competitive advantage. Nancy and Jennifer now attempts to invest the profits that they have made with the success of the company in upgrading, enhancing and repairing their brandâ€™s identity that they comprised earlier because of low startup capital.
Marketing Communication, Identity and Brand Position
Marketing communication relates to the activities that an organization undertakes to communicate to its existing and potential customers of its products and hence creating demand for its products(Darmon, 2007). The current marketing communication of Plaza Home Health Services is still developing as the company is young and trying to establish a strong base in a highly competitive market place. Due to the financial challenges that the company faced during its start-up period, Plaza Home Health Services has not been able to establish viable marketing communication strategies. The current marketing communication is majorly through the use of business cards, word of mouth from satisfied customers as well as personal contacts of the business owners who have experience in the industry One of the best marketing strategy and communication the company adopted is its emphasis on quality by employing personnel who are well experienced in the delivery of home health services (Armstrong & Cunningham, 2013). Although customers easily identify with the quality of the services offered by the company, the brand identity and position requires more resources as well as rebranding to create a long lasting brand which clients will be able to easily identify and recognize. The company attempts to develop a unique brand identity by introducing a new logo that will reflect the business values and principles. Furthermore, by creating this new identity, the clients of the company will be able to differentiate the products of the Plaza Home Health Services from other players present in the industry.
Plaza Home Health Services is governed by two experienced nurses, Jennifer and Nancy, who had previously served in other hospitals in Georgetown. These two experienced co-owners have thorough knowledge about the health industry dynamics and marketâ€™s needs. Nancy and Jenniferâ€˜s experience in the health care industry have provided them to understand customerâ€™s needs and wants as well as how one can offer high quality services. In the health care facility, the success of the company depends upon the level of quality service they provide(Venkatesh, 2012). That being said, employing caregivers who understand the requirement of their patients assist in promoting the brand of the company in the market.
The main strength of the Plaza Home Health Services is its focus on quality service to its patients. The company concentrates on excellence in knowledge, expertise, technology and compassionate staff. The factors that are measured for maintaining the quality comprises of quick customer servi...
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