Marketing Management For Ageing And Aged Care Health Care

Description of the organisation and industry

Discuss about the Marketing Management for Ageing and Aged Care Health Care.

The organisation in focus is the Ageing and Aged Care Health care institution located in Australia. It provides health care services to aged people and is funded by the Australian Government (Agedcare.health.gov.au, 2018). The organisation is under the health care industry that provides support to all types of people that are need of medical assistance. The mission of Ageing and Aged Care is to provide support to the aged people residing in Australia so that they can lead a proper and healthy life (Agedcare.health.gov.au, 2018). The value statement of the company is to ensure that quality service is provided to the aged people with the slogan that indicates the vision of the company. The slogan justifies the reason for its existence and the health care service it aims at providing.

“To provide quality health care services to the aged people and to grow as the top aged health care facility in the country within a year”

The market orientation of Ageing and Aged Care Health is to ensure that it discovers and meets the needs and desires of the customers by providing best quality services to the aged people. Ageing and Aged Care Health provides support to aged people by ensuring that the lead a healthy and normal life within the hospitals complete with recreational facilities and time for visiting with family members (Agedcare.health.gov.au, 2018). The orientation identified for Ageing and Aged Care Health is the marketing orientation as it covers services that the company provides to the people  

Table: SWOT analysis

(Source: Created by author)

The SWOT analysis provides an analysis of the capabilities and threats that define Ageing and Aged Care. From the analysis, it is evidenced that the company provides high quality service with less utilisation of hospital services. This proves the fact that the employees are well trained and due to this, customers are the satisfied beneficiaries. However, despite having talented employees, the company does not provide them with training to improve their skills further. At the same time, employees feel stressed mainly due to the shortage of personnel. The opportunities that can be obtained by Ageing and Aged Care include gaining legal status and public recognition. Increase the staff training and expand the activities of the business. The company also have threats such as recession and the loss of funding due to the cause of recession. At the same time, instability in the regulatory regime also contributes to the threat of the company.  

Analysing the 5C of the organisation

The company serves the aged people who do not get the support of the family in a way that they deserve. The typical reactions of these people can be compared with that of children as the desire for attention becomes more for them. According to Hill and Brierley (2017), the satisfaction of the customers is one of the aims of the company and satisfying the aged people is one of the objectives of Ageing and Aged Care.

Ageing and Aged Care is in collaboration with various doctors and pharmaceutical companies all across Australia. Collaboration with such people can help the company to provide proper care to the aged people and ensure that quality medicines and consultants are derived so that the company can provide effective services in the communities of Australia.

The competitors of Ageing and Aged Care include health care institutions from various fields that provide support to the aged people as well as the people that are in need of health care services. For example, Diabetes Australia, Better Hearing Australia, Alzheimer’s Australia are some of the competitors of Ageing and Aged Care as these organisations aim to provide more support to the aged people that reside across the country. According to Su, Lin and Chang (2015), some of the new threats in the market include National Stroke Foundation, The Aged Rights Services and My Aged Care and ACAT.

The factors that affect Ageing and Aged Care are the legal factors, as the company need to remain aware of the policies that they need to maintain to provide authentic care to the aged people. Ageing and Aged Care cannot force people to remain in the hospital against their will and at the same time need to develop latest technologies such as monitoring the heart level and the BP level.

In order to ensure that the market information is collected in a proper it is necessary that the marketing managers adopt certain techniques necessary for the proper intake of marketing knowledge. These techniques include conducting an effective marketing research and gaining marketing intelligence based on the behaviour of the customers. Ageing and Aged Care learn about the 5Cs by conducting market research so that it can understand the reactions of the customers. This can help the company to meet the demands of the customers as well as understand the threats and business context that exist in the business.

The customers of Ageing and Aged Care need to analyse the demand of the customers that is the aged people. The demand of these people includes gaining attention and proper services from the health care facility so that the company can continue to gain success in the health care market.   

Demands of the customers

The threats identified from the analysis of the SWOT denote economic and legal issues that can be mitigated by proper planning. Proper marketing research can help in predicting the fluctuation in the economy and at the same time ensure that threats from the competitors are mitigated by analysing the strategies of the competitors and the services provided by them.

The changes that occur in business can be analysed by gaining marketing intelligence. Ageing and Aged Care can understand the changes that occur in business by identifying the development that takes place in the market. The marketing intelligence that can be gained from the analysis of the business market can help Ageing and Aged Care to ensure that proper care is provided to the aged people by using the latest technologies, and the latest medicines required for caring the people (Agedcare.health.gov.au, 2018).

The role of the collaborators is to ensure that proper support is provided to the companies so that they remain effective in the business (McDonald and Wilson 2016). It can be said that in the case of Ageing and Aged Care, the knowledge of the collaborators of the company provide assistance for maintaining proper services and diagnosis. Therefore, the collaborators are also the stakeholders of the company that help in providing effective services for the company.

The market analysis has provided an opportunity to understand the potential market segments of the company. According to Babin and Zikmund (2015), the market segmentation helps in identifying the potential customers that provide organisations with an opportunity understand the demands of the customers. Therefore, it is necessary that a company like Ageing and Aged Care identify the potential market segments by analysing the capabilities of the organisation and the manner in which it can assist the customers. Therefore, it is necessary to identify certain features that help in determining the target market of the company and the manner in which the value proposition can be defined.  

The analysis and the objectives of Ageing and Aged Care show that the target market of the company is the aged people that require care from the organisations. The choice of target market can be identified by analysing the competitors and the strategies adopted by the competitors to continue its business. As stated by Chaffey and Ellis-Chadwick (2016) in the era of digital marketing every company can identify potential threats and customers with the help of social media. In the case of Ageing and Aged Care, the company can identify the target market based on the responses of the competitors. Targeting the aged care people can provide Ageing and Aged Care with an opportunity to explore the weak part of a society and the manner in which these people can be assisted to continue with living a proper and healthy life.   

Threats

The target market needs to have a value proposition so that uniqueness of the service can be maintained. Ageing and Aged Care need to ensure that the value proposition of the target market is intended for the innovation of the services provided. This can be done by ensuring a benchmark is maintained that have certain features that are unique and cannot be replicated by the competitors. For example, the target market can be provided with facilities that provide them with an opportunity to adopt recreational activities. These may include providing facilities so that the aged people can play chess and can interact with other people of the same age. This can help the aged people to continue to lead a healthy life with little or no nuisance. At the same time, Ageing and Aged Care can provide services that are attractive to the people. For example, the company can ensure that the aged people are taken in a field trip to places across the country.

The positioning statement need to ensure that Ageing and Aged Care analysis its services as well as the price it offer for rendering the services. According to Kotler (2015), the positioning statement needs to analyse the quality of the products manufactured and the prices at which a company sells these products. In the case of Ageing and Aged Care, the company provides services that can be used to assist the aged people. Hence, the prices of the services rendered can be kept in mind so that Ageing and Aged Care can remain among the top ranked companies in the market. Therefore, it can be said that the prices of Ageing and Aged Care need to be reduced so that the aged people can afford to reside in the hospitals. Ageing and Aged Care possess strength of serving the best quality of services. Hence, it can be said that proper marketing mix can be used to analyse the marketing tactics of Ageing and Aged Care. 

According to Huang and Sarigöllü (2014), the elements of the marketing mix help in analysing the marketing tactics that are adopted by companies. These tactics take into account the elements that are present in the marketing mix. In the case of Ageing and Aged Care, the marketing mix elements that are implemented in the company include:

Product: The product of Ageing and Aged Care are basically the services and the medicines provided by the company to the people. These products are directed towards ensuring that the aged people receive the proper health care service that is necessary to lead a healthy life. The reason for the collaboration with doctors of various hospitals is that sometimes the aged people may require medical assistance. The aged people that are taken in by the company comprise of people suffering from Alzheimer’s and other diseases that may affect the health of the people. Therefore, it is necessary that the products provided by the collaborators be developed in a proper manner. However, Ageing and Aged Care is more notable for providing services to the aged people rather than develop medicinal products. Therefore, it is necessary that the company develop its services that can serve the purpose of manufacturing products of the company.

Change in business context

Price: The prices need to be set in a manner so that the aged people can afford to render the services. The services provided need to come at a price and it is for this reason that the price element is considered as important for the business. As stated by Barton (2015) the price of the products help in determining the position at which it can be placed. It is to be noted that one of the features of the health care organisations is that they provide services without any motive of making profit. Hence, the price of the products need to kept at a low rate so that Ageing and Aged Care can maintain the values of the industry and at the same time achieve the necessary revenue required for improving the competencies of the company. Therefore, it can be said that the prices of the services need to be maintained in a manner that can provide the company with stability and maintain its reputation in the business.

Place: According to Armstrong et al. (2015), the place is an important element for executing proper marketing tactics as based on it companies tend to formulate strategies. It is necessary that health care companies be situated in a place that can be convenient for people to visit it during emergencies. The place of the company need to be such that it can  assessed by every people. The aged people can visit the health care company as well as their families in a convenient manner whenever they require. This can provide the company with a competitive edge over the rivals as the people can visit the company without any effort. Therefore, it can be said that Ageing and Aged Care must not relocate to any position that may be inconvenient for the people. At the same time, the collaborators such as the doctors can also visit the care facility at a convenient time to assist the people during the time of emergencies.

Promotion: In the modern world, promotion is important so that people can understand the type of products or services that are offered. Without proper promotion, it can be difficult for every organisation to gain the attention of the customers. In the case of Ageing and Aged Care, the promotion need to be directed towards the promoting any new facilities that are adopted by the company. For example, the promotions of new technologies that are required for the treatment of the aged people need to be promoted so that the trust over the company can be build. It can be said that Ageing and Aged Care need to ensure that excess finance for the promotion of the services are not spent. This is mainly because the financial assistance can be obtained in areas that require development such as technical expertise. Therefore, it can be said that the promotion of the company and its services need to done based on the requirements of the customers.

Role of collaborators

People: The target people of Ageing and Aged Care include the aged people that require extra attention from the family or service providers. Therefore, it can be said that the target people of Ageing and Aged Care can provide the company with an opportunity to gain revenue for the improvement of the people. It needs to be seen that the people targeted by the company can help in the growth of the reputation in the business market. Durmu? et al. (2015) stated that the growth of companies could be attributed to the contributions made by the people. Therefore, it is necessary for the target market of Ageing and Aged Care to ensure that the contribution made by the people is effective in gaining popularity of the organisation. At the same time, it can be said that the services provided to the people mainly denote the objectives and value of the organisations. Therefore, it can be said that for a health care company like Ageing and Aged Care, the contribution of the people can help in its growth and stability. 

Physical evidence: The physical evidence of products normally comprise of gaining an up-close expertise about the manner in which the products are developed in the market (Kandampully, Zhang and Bilgihan 2015). However, in the case of Ageing and Aged Care the physical evidence of the services need to be put under scrutiny. The physical evidence of the company is that the people understand the services that are provided to them. It has already been evidenced that the quality of services provided by Ageing and Aged Care is one of the best health care industries in Australia. Therefore, it can be said that the physical evidence of the company is based on the services provided and at the same time, the responses of the people help in improving the reputation of the company. Therefore, it can be said that the physical evidence of a health care organisation is the most important marketing mix elements based on which the competitiveness of the company can be developed. At the same time, it needs to be kept in mind that the physical evidence can help the company to maintain its effectiveness in the industry.

Process: According to Kim, Vogt and Knutson (2015), process can be associated with the manufacturing of products that usually comprise of using raw materials and ingredients. However, in service industries, the process denotes the method used for rendering service to the customers. The process used by Ageing and Aged Care includes providing services to the customers that is unique than its competition. The manner in which these services are rendered can be improved by providing unique facilities that are essential for the success of the company. Therefore, it can be said that Ageing and Aged Care, can create sports for the people so that they can remain entertained. Therefore, it can be said that Ageing and Aged Care need to implement such process in the services rendered by the company to ensure that it maintains effective collaboration with the people and the facilities. 

Developing marketing strategy

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