DME

1. Acknowledgement
In completing my assignment, I had to take help and guidelines from some respected
people including my dearest lecturers who deserve my greatest gratitude. I would like to
thank Mrs. Pearly Liyanage giving me this great opportunity to do this assignment as
well as for providing me with the most accurate guidelines and assistance on the
completion of my assignment.
I would also like to make this an opportunity to thank my dear friends of SLIM-Kandy
institute for making valuable comments and suggestions on this proposal which gave me
a great inspiration to improve this assignment and for sacrificing their valuable time
expecting to get a successful outcome from the overall assignment.
Lastly, I would like to thank the staff of SLIM-Kandy institute for providing us with a
very comfortable environment to study.

2. Content

3. Executive summary
In Task 01- I have critically analyses the marketing environment covering micro and
macro environments internal and external that would support our client to lunch the new
hospital
In Task 02- I have conduct market segmentation using demographic and isographic
methods to identify the correct market segment for target business.
In task 03- I have propose a possible different strategy to our client to practice in the
industry.

4. Cover Letter
To: CEO/ Chairman Mount Alvernia Hospital
From: Team Bright (pvt)Ltd
Thank you for giving this opportunity to our company Team Bright (Pvt) Ltd. We are
thankful and glad for Mount Alvernia Hospital and the staff to work with you together.
also we are given our best to handle the entry project while allocate all expected recourses
to carry out the market study and plan the launch. We are planning to provide you with
ideas of how the present market condition and the potential growth in the health care
industry.

5. Introduction of Team Bright (Pvt) Ltd
Team bright (Pvt) Ltd is a company that covering core values and key milestone
including previous projects carried out by the company. Also our company always
provides proposals for the client which the present market condition and the potential
growth in the health care industry.

6. Introduction to the Health care industry

7. 1. Task 01
1.1Internal Environment
The organization’s internal marketing environment is the staff relationship corporate
culture and resource constraints and is within the control of the organization.
To be successful in internal environment Mount Alvernia Hospital should concern
about factors of internal environment. Internal environment consists of
1. Staff Relationship
2. Corporate Culture
3 Resource Constraints
So, Mount Alvernia Hospital should follow :
 Internal communication need to be strong
 Organize training programs for employees
 Encouraging staff feedback and suggestions
 Keep the employee informed
 Have a vision and mission lived by all
 Train the employee coming in direct contact with patient and also to the
- Receptionist
- Doctors
- Nurse
- Cleaning Staff

8. 1.2Micro Environment
Micro Environment is made up of actors close to the organization that affect it’s ability
to serve its customers. They are as,
1. Suppliers
2. Intermediaries
3. Competitions
4. Customer
5. Public
1.2.1Micro Environment analysis for Mount Alvernia Hospital
 Suppliers
Suppliers are supplying raw materials, resources and labors to the company in order
to supply goods and services. So, Mount Alvernia Hospital should arrange regular
meetings with and review of suppliers and also should build and maintain strong
relationship with the supplier. Suppliers are
- Medical suppliers
- Medical device manufactures
- Pharmaceutical suppliers
- Other general suppliers

9.  Intermediaries
Marketing intermediaries help the promotion, sell and distribution. It is product to the
final buyers. There are several types of intermediaries that operate in a particular channel
system in Sri Lanka. Their use the exclusive distribution, intensive distribution, and
selective distribution.
Company factors, environmental tends, reputation of the reseller and experience of
reseller are just a few examples when selecting they type of intermediaries and channels
to be chosen.
 Competitors
There is high competition in Sri Lanka. You must clearly identify and analyses the
medical and healthcare service and what makes them better or worse than the service.
The main competitors are
- Nawaloka Hospital
- Asiri Hospital
- Hemas Hospital
- Lanka Hospital
To satisfy patients Mount Alvania Hospital should improve all the factors that our
company used and also should get patients attraction and attention than competitor
hospitals.
 Customers
In here customers we concern customers as patients who comes to get medicine and
who expect a good and quality service from us. It is essentials that management identifies
their patients and what they expect. You should satisfy patients as follows.
- Management should meet the patient
- Pick up an d drop facility to regular patient
- Have public relation / customer service department
- Offer discount packages for medicines and room charges

10. 1.3Macro Environment
The Macro Environment includes the major societal forces that affect not only the
organizations but also on its competitors and on elements in the micro environment.
1. Political Environment
2. Economic Environment
3. Social and Culture Environment
4. Technological Environment
5. Ecological Environment
6. Ethical Environment
7. Legal Environment
1.3.1Macro Environment analyses for Mount Alvernia Hospital
 Political Environment
These factors refer to government policy such as the degree of involvement in the
economy.
The following political factors are effect in to Mount Alvernia hospital
- Change in drug importing cost
- Change in drug importing country and agent
- Government gives free medicine from public hospital
- Participate the social activities such as help the people and giving the
donation

11.  Economic environment
Economic environment refers to the aggregate of the nature of economic system of the
Sri Lanka. The economics is different ways to success
- You easily can get Sri Lanka employee in low salary because unemployment
rate is high in Sri Lanka
- Some company (Srilanka Telecom, Insurance company etc) give medical
insurance to their employers and family. So they are always come privet
hospital
Demand, cost, price and profit economic factors are largely outside the control of the
hospital.
 Social and Culture
Changing culture and demographic factors are possible to hospital. However, the
population life style fairly different between between region as well as country. You have
to face following Social and culture factors;
- Different patient’s choices
- Changing food habits and sleeping patterns
- Improving educational level and awareness about personal health
- Gender service preferences
- Aging population
- Social classes
- Quality before cost preferences
 Technological environment
Technology forms the future of any society. Market must watch the changes in the
technology for keeping track of competition and customer want. In the modern world, the
pace of technological changes is very fast. This change accordingly related with
- The company can easily advertise the product through the web site
- Internet makes it easy to analyses consumer’s feed back
- Office automation
- E channeling service

12. 1.4 SWOT Analysis
The commonest mechanism for structuring audit information to provide a critical
analysis is the SWOT analysis.
SWOT analysis stands for,
1. Strength
2. Weakness
3. Opportunity
4. Threats
1.4.1 SOWT analysis for Mount Alvernia Hospital
Strength
 Good financial resources
 Last equipment
 Committed employee
Weakness
 Setting Compititive prices
 Low number of physician specialist
live in our country
 Lack of capital reserves
 Lack of team or collaborative
approach among community
providers
Opportunities
 Develop in technology
 Rapid growing market
 Increasing income
 Ageing population
Threats
 Too much government intervention
 Threat of new and existing players
 High attrition rate

13. 2. Task 02
2.1Market Segmentation
Dividing a market into smaller groups with distinct needs, characteristics or behavior
that might require separate marketing strategies or mixes.
(Phillip Kotler – 13th
Edition)
Segmentation consists of Bases/Variables which is useful in segmenting a consumer
market. They are as follows,
1. Demographic Segmentation
2. Geographic Segmentation
3. Psychographic Segmentation
4. Behavioral Segmentation
2.2 Demographic Segmentation analysis for the Mount Alvernia
Hospital
In this stage you can driving market into group on the basis of demographic variable
such as age, gender, family size, family type, income, occupation, education, religion,
race and nationality.
 Age
Age is obvious way to divide the market into segments since so many products are
based upon “time of life”.
- Play activities for children
- Nutrition balanced diet for over 18
- Children ply rooms

14.  Gender
Gender is an obvious way to divide the market into segment since so many product and
facility are gender-specific
- Medical products
- Sanitary facility
 Income
Segmenting markets on the basis of income and expenditure patterns. Income is
possibly the most common basis for segmentation
- Upper high class
- High class
- Upper middle class
- Middle class
- Lower Middle class
 Household (family-style)size
Segmentation by the “stage in the family life cycle”. There are different buying
characteristics of people in each stage of the family. Such as,
- Young children
- School Children
- Young single
- Young married
 Education
There are different people in this stage. Such as,
- Primary
- Secondary
- Diploma

15. 2.2 Psychographic Segmentation analysis from Mount Alvernia Hospital
In this stage you are segmented based on social class, Lifestyle and personality. Most
marketer seem to believe psychographic segmentation allows marketers to identify
customer requirements better than any other variable.
 Social class
- Mount Alvernia targeting people who can afford comprehensive high quality
service are ready to pay money. Such as, Middle, Upper class
 Personality
- Sincere (Genuine)
- Exciting (Thrilling)
- Gregarious (Social)

16. Task 03
3.1 Competitive advantage analysis for Mount Alvernia Hospital
Competitive advantage mean when the business is all about selling high quality goods at
high prices to gain this advantages. Hospital industry is a main source of health and care.
You should do as follow’
- Offering the service to patient Cannot get other location
- Innovate service with health care Marketing Technology
- Innovate with the latest care Technology
- Make Customer satisfaction local
- Ask for referrals
3.2 positioning analysis of Mount alvernia Hospital
The act of creating an image about a product or brand in the consumer’s mind is kown
as positioning.
Positioning variable
1. Against the competitor
Eg. Penadol- claim to be faster than other
Disprin- Claim that is a safer product than ither
2. Unique selling proposition
3. Quality/ price positioning
- Fixing competitive price for each service
- Give branded medicine
- Invite local doctors
4. Benefit positioning
- This will enable the customer to associate a product, which is in line
with customer;s expectation
5. Product category leader

17. 3.3 Value differences analysis for Mount Alvernai Hospital
They should do as follow,
1. Patient satisfaction survey
2. Give branded medicine
3. Maps and signage on every floor
4. Children’s play room
5. Have good staff