10 step marketing plan for ardi

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This marketing plan was also presented for Group 2 (mixed nuts) MBAH-8

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  • - Philippine International Hospital has been closed since 2008.
    - Our Lady of Mt Carmel Medical Center Clark is closer to DMIA with emergency and in-patient capabilities, with facilities which beat ARDI.
    - On out-patient services, Stotsenburg Medical Center near the duty free shops is still the strongest.
    - Outside Clark, Britannia Medical Center rules the market over Friendship Area.
    - On fields Ave, multiple clinics catering to expats eat the market of ARDI, as foreigners don't like traveling far.
    - On state of the art facilities, Angeles University Medical Center, far beats ARDI.
    - And on 2013, Medical City Clark will be finished which will kill any healthcare business inside Clark.
    - Author of study is obviously not informed of the current state of healthcare in Clark and Angeles City.
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  • - Philippine International Hospital has been closed since 2008.
    - Our Lady of Mt Carmel Medical Center Clark is closer to DMIA with emergency and in-patient capabilities, with facilities which beat ARDI.
    - On out-patient services, Stotsenburg Medical Center near the duty free shops is still the strongest.
    - Outside Clark, Britannia Medical Center rules the market over Friendship Area.
    - On fields Ave, multiple clinics catering to expats eat the market of ARDI, as foreigners don't like traveling far.
    - On state of the art facilities, Angeles University Medical Center, far beats ARDI.
    - And on 2013, Medical City Clark will be finished which will kill any healthcare business inside Clark.
    - Author of study is obviously not informed of the current state of healthcare in Clark and Angeles City.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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10 step marketing plan for ardi

  1. 1. 1<br />10 STEP Marketing Plan for ARDI Healthcare Center<br />Federico D. Aranzamendez III, MD DPBO<br />Ateneo Graduate School of Business<br />MBA-H Batch 8<br />June 2010<br />
  2. 2. ARDI(PTM and Positioning)<br />Personnel of Companies based in Clark, Medical Tourists via DMA, neighboring towns of Pampanga and Tarlac<br />Competent Ambulatory Healthcare<br />Tertiary and Secondary Hospitals in Pampanga (49)<br />
  3. 3. ARDI (PTM and Positioning)<br />Gap competitors are located outside Clark (PTM)<br />The market size is 0.3M people of Angeles/Mabalacat Area+.05M workforce in the Zone + Medical tourists?. Target Niche- 20%<br />
  4. 4. ARDI(Marketing Mix & Strategy)<br />High Standard Ambulatory Medical/Surgical Healthcare <br />More for less<br />Membership in CILA (Clark Investors and Locators Assoc.), World Tourism Congress, Free lectures and clinics . <br />
  5. 5. ARDI(Marketing Mix & Strategy)<br />9. Clark Freeport Zone<br />10. Uses a niche approach to win<br />
  6. 6. 6<br />Positioning to the Primary Target Market<br />ARDI<br />
  7. 7. 1. ARDI (PTM) MultinationalCompanies, Expats and Medical Tourists<br />Demographics <br />Cluster A – 21-55 y/o employees of Multinational Companies and their families<br />Cluster B – Retired Foreign Nationals living in Clark<br />Cluster C – Medical Tourists <br />
  8. 8. 1.ARDI (PTM) MultinationalCompanies, Expats and Medical Tourists<br />Lifestyle<br />Cluster A – working for Multinational Companies based in Clark<br />Cluster B – enjoying retirement<br />Cluster C – seeking for quality healthcare at less cost. <br />
  9. 9. 1.ARDI (PTM) MultinationalCompanies, Expats and Medical Tourists<br />Behavior<br />Cluster A – with steady and regular income and good purchasing power. <br />Cluster B – with regular pension in dollars<br />Cluster C – looking for quality healthcare at an affordable cost<br />
  10. 10. 2. My PTM’s NWE<br />Needs from Maslow’s hierarchy<br />
  11. 11. Cluster C – Inc <br />self-esteem<br />Cluster A and B- <br />Basic Healthcare<br />
  12. 12. 2. My PTM’s NWE<br />Cluster A and B<br />-access to safe and quality healthcare with relative ease.<br />Cluster C<br />Physical Enhancement +Health Improvement = <br /> self esteem, status and sense of well being<br />
  13. 13. 3a. ARDI has many formidable competitors<br />Direct<br />Tertiary And Secondary Hospitals in Angeles, Pampanga<br />Indirect<br />Tertiary and Secondary Hospitals in Tarlac and Metro Manila<br />
  14. 14. 3a. ARDI has many formidable competitors<br />Variables: <br />Proximity to PTM <br />Quality of Service (Facilities and MD’s)<br />Price <br />Level of Care<br />
  15. 15. Proximity vs. Quality Service<br />Quality Service<br />CLARK<br />Location<br />
  16. 16. Price vs. Level of Care<br />Level of Care<br />CLARK<br />PRICE<br />
  17. 17. 4. ARDI positions strongly in a niche market opportunity<br />ARDI is the only Healthcare Facility in Clark Freeport Zone Area of its kind!<br />It has state of the art facilities for ambulatory healthcare service with competent and qualified health care providers for local and international patients<br />
  18. 18. 4. ARDI positions strongly in a niche market opportunity<br />It is the only Healthcare Facility<br />Which is conveniently located near the <br />Diosdado Macapagal International Airport!<br />
  19. 19. 4. ARDI positions strongly in a niche market opportunity<br />
  20. 20. 5a. Estimate of the market size by other Institutions<br />
  21. 21. 5b. Estimate of the market size by ARDI<br />
  22. 22. 22<br /> The Marketing Mix Strategy<br />Part 2:<br />Steps 6 to 10<br />
  23. 23. 6a. HealthCare Services in Clark Area is dominated by;<br />
  24. 24. 6b. Product Description<br />ARDI is the newest Medical/Surgical Facility in Clark Freeport Area<br />It is a 2,000 m2 Facility with State of the Art Equipments for diagnosis and treatment.<br />
  25. 25. 6b. Product Description<br />
  26. 26. 7. Price<br />HMO’s and PHIC will be accepted to decrease out of pocket expenses<br />Special ARDI health cards will be promoted with lower rates for client holders<br />
  27. 27. 7. Price<br /> - ARDI aims to offer 10% less on all services based on average competitors price.<br /> - Premium Packages for Special Procedures.<br />
  28. 28. 8a. Promo<br />“ARDI”<br />
  29. 29. 8a. Promo<br />“ARDI”<br />
  30. 30. ARDI<br />8a. Promo<br />
  31. 31. 8a. Promo<br />http://www.ardihealthservices.com<br />
  32. 32. 8a. Promo<br />
  33. 33. 8a. Promo<br />
  34. 34. 8a. Promo<br />federicoaranzamendeziii@blogspot.com<br />
  35. 35. 8b. Competitor promo<br />Angeles University Foundation Medical Center<br /> http://www.aufmc.org/contact.htm<br /> <br />
  36. 36. 8b. Competitor promo<br />WEB LINK<br />Angeles Medical Center<br />Mt. Carmel Medical Center<br />Philippine International Hospital<br />
  37. 37. 9. ARDI is…. <br />
  38. 38. 10. ARDI is a niche leader<br />ARDI’s main strategy is to dominate the niche market of Ambulatory Healthcare at the Clark Freeport Zone<br />It is strategically located nearest to its target market.<br />
  39. 39. 10. ARDI is a niche leader<br />It provides quality ambulatory healthcare comparable to its major competitors with better rates.<br />It aims to pioneer Medical Tourism in this part of the Country!<br />
  40. 40. SUMMARY<br />ARDI is the newest Ambulatory Healthcare Facility in Clark Freeport Zone.<br /> It is located closest to its PTM.<br />40<br />
  41. 41. SUMMARY<br />It offers Safe and Quality Ambulatory Health Care and is to be in the forefront of Medical Tourism in this part of the Country!<br />41<br />federicoaranzamendeziii@blogspot.com<br />
  42. 42. 42<br />10 STEP Marketing Plan for ARDI Healthcare Center<br />Federico D. Aranzamendez III, MD DPBO<br />Ateneo Graduate School of Business<br />MBA-H Batch 8<br />June 2010<br />

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