Evaluation Of A Certain Specific Section Of A Community (Essay Sample)

Marketing Plan
Student’s Name
Institution
Marketing Plan
Market planning can simply be described as research, analysis, and evaluation of a certain specific section of a community, considering the various benefits that may be involved for both the members of the community and the organization involved. In our case, a multi-specialty medical group has decided to focus on a certain market segment in a community and target specific groups which include; the middle-aged, white collar professionals who are in a marriage, with both spouses working outside the home. The organization has specifically chosen the groups presented after critical research and evaluation of the groups' profitability considering all angles that may come into play (Stephen, 2012)
A SWOT (strength, weakness, opportunities, and threats) evaluation is done. The group has quite a number of strengths in relation to the specific market segment chosen. The group chooses such a market where the involved earn enough money to sustain a proper lifestyle, an age where there are high chances of children being involved, and with both spouses working the family income is quite high hence higher expenditure which in turn forces the family to seek better quality treatment and services. The group also has quite a number of weaknesses; one is that they are not that well known hence they would have to do a lot more marketing in order to acquire clients. Secondly, the competition involved is quite intense with a well-known university hospital opening a branch around the area the group is offering their services; this means that clients would more likely go to the known clinic than the unknown. Finally, the local medical practices focusing on specific cases which the group offers at one location make it hard for the group to convince the community. The people would rather go to a place in which their specific problem is specialized on than a general hospital. This can be argued as basic psychology.
The group, however, has very many opportunities in the area. If we consider the market segment, in most cases, people tend to want to try new things, in our case, the group is new and offers various facilities and services the competitors do not. The fact that the group is a multi-specialty also puts them ahead of their competition, since most people would prefer going to a place that offers general services since this makes is a lot more workable for anyone in need. The threats involved would often come about from their competition around the area. It is quite clear that the university hospital’s clinic would be a huge threat hindering their services. The consumer trends would also be a problem since having them to transition from the local medical practices to their new advanced systems would be quite hectic. Considering the technology, it is not quite sure what technology the competition uses but having better technology and faster services would help them clear their threats easier.
According to Michel & Wagner (2012), the community involved is in a rural area considering its distance from the urban centers and the university hospital. This also means that technology involved in this area may be inefficient and creating a place where technological and medical services are efficient and sustainable would increase the chance of getting a higher clientele. The middle-ag...