Running head ASSIGNMENT 21ASSIGNMENT 22.docx

Running head: ASSIGNMENT 2 1
ASSIGNMENT 2 2
Assignment 2
Part B: Marketing Plan
Daniel Hernandez
MKT 500 Marketing Management
Strayer University
Dr. Alex Onukwugha
November 12, 2019
This paper will cover Part 2 of the marketing plan for Heartland
Comfort Care (HCC). An explanation on the professor’s
feedback, the strategic branding methods for marketing, and an
analysis of the primary and secondary target markets will be
covered. The paper will also explain the position statement,
give a perceptual map and an explanation of consumer’s
behavior for the desired target market. The company’s mission
statement will be the impelling force that drives the market
plan. “To deliver the best care every day for every patient with
the commitment of compassionate, holistic healing from
healthcare professionals that are dedicated to providing high-
quality, affordable healthcare. To deliver patient-centered
services that give hope to all patients and the understanding that
wellness is healing”.
The introduction of the company’s and the mission statement

were suitable as well as the direction where the company will be
heading in the future. The description of the services were also
adequate but I need to provide a more thorough approach on
how I intend to implement them relative to marketing. Some of
the focus areas that I received guidance to make changes on are,
the rationale for some of the choices and a more thorough
explanation of the competition and my plans to stay ahead and
be profitable. Another recommendation was to perfect the
SWOT analysis with realistic rationales to each of the elements
along with a sound foundation (Keller, Dekimpe, & Geyskens,
2016). The suggested feedback is presented in the body of the
paper to improve the marketing plan for HCC.
Branding
HCC strategic branding plan will include the health and
recuperation or improvement to prior health states of our
clients. The mission statement focuses on health and
functionality improvement in getting the client to a better state
of health before the insult. With our dedicated team our clients’
benefits from advanced research and implementation of new
modalities that are proven to work supported by evidence based
practice. Branding strategies is the plan of action utilized by
companies to set them apart from the competition. It is a long-
term design that companies use in order for clients to recognize
their product with the anticipation of the services and the
products that they offer (Hussain, 2019). For instance,
companies such as Chick Fill A, Coca Cola, Popeye’s have
brands and logo that consumers can expect the same products all
the time, from the staff uniform, customer service, menu, and
taste of products. This fulfils the three components of branding
emotional effect, consistency, and purpose (Business Insider,
2018). HCC is providing a pathway for clients to have the
ability to function after health setbacks. The care team at HCC
is confident in their delivery and implementation of care and
that it is adequate to each client need. Clients are downgraded
to lesser services or released when the 16-point plan of care is
surpassed. A one-day follow up call from the staff occurs

within 24 hours of release followed up by a three-day phone call
and physical scheduled assessment. The clients are instructed
to can call the office at any time for questions and can return
for follow-up or acute response without appointment.
Logo, Slogan, and Brand Extension
“Leading the Way in Compassionate Care”
HHC logo is simple and the slogan speaks directly to what the
company stands for based on the mission statement.
The company’s extension of the brand name should create
instant trust to the consumers. The brand name is seen as the
extension of the performance of the company and gives
consumers the confidence they need to continue supporting the
business. Brand extension brings familiarity to products offered
by the same company and is a tool used in marketing as a
memory component to products and services. Companies often
times use branding in the promotion of a new product. Pepsi for
instance, can easily market a diet version of the original Pepsi
and get instant market support instead of starting an entirely
new campaign for the addition of diet choice since the beverage
already exist. Anyone that visits Heartland Comfort Care is
able to see other products and services that are offered using the
same brand. Consumers will expect the same level of
excellence as with the parent company and main line products
and services (Keller, Dekimpe, & Geyskens, 2016). HCC brand
extension is a facility that provide activities to active seniors to
improve cognitive functions.
Primary and Secondary Targets
Advertisement can be consider as one of the first line strategy
used in marketing to solicit new customers. HCC primary
targets are clients that have first time disease or injury insults
that are leaving primary treatment facilities and need follow on
care before going home. The business will use technology as

part of their primary marketing tool (Hussain, 2019).
Technology will have to demonstrate to these care facilities that
they are making the right choice in referring patients to them.
Numerous other facilities within a thirty miles radius offer
similar services. Other primary targets will be solicited by
media advertisements and flyers. HCC will schedule
advertisement for the first three months during prime time
shows and evening news on local broadcast networks. Taking
out a full-page ad in the yellow pages under the healthcare
caption is another method that HCC have implemented as part
of the marketing strategy. HCC has sent out mass mail delivery
of flyers, advertising their services and an open house for the
brand extension. The open house event will attract first time
clients that will see the services that are offered. They will also
have the opportunity to meet the staff and tour the facility and
participate is treatment demonstrations. The business website
includes surveys and an interactive channel for clients wanting
to gain more information about the business. One of HCC
greatest asset is the tele providers that are available 24 hours
per day. Based on clients reviews generated five stars at one
hundred percent success rate. Another marketing strategy that
HCC used is the feedbacks generated from clients review.
These reviews are looked at meticulously and concerns are
addressed expeditiously. Secondary markets will generate
clients from medical or client referrals.
HCC demographics are inclusive age groups 55-99 years old
with an exception to ten years below and five years over the end
on an individual assessment basis. The business is located
within a 20 miles radius of several senior communities with
active retirees and assisted living facilities, and three
rehabilitation facilities. Our primary market is retirees over the
age of 65 with a median income of $85,000 per year with
additional subsidiary ranging from $10,000 to $30,000 per year
(factfinder.gov, 2019). Most of the assisted living facilities in
the area are occupied to capacity and the housing rental and
owner rate is over 75%. HCC is located in Tampa, Florida with

a population of almost 400,000 and is the 53rd largest city in
the United States and the third largest in Florida. Of that total
number, the median age about 36 years old with a median
income of $79,863. The population of white is about 66%,
blacks 24.29%, Asian 4.23%, multiple races 3.44%, other race
stands at 2.54%, Native American 0.29% and .04% accounts for
pacific and native Hawaiian. The age dependency rate for
Tampa is 51.2 years of age and over 44,000 of the population
fits in that category. Tampa’s homeownership rate is close to
50% with a married rate of over 70%. Population with graduate
degree amounts to 14%, Bachelors, 22.10%, and some college at
17%. The projected annual growth rate for Tampa as of 2018 is
1.64% with the overall poverty rate of over 20 % (world
population review, 2019). HCC caters to veterans which
accounts for 26% of Tampa’s population.
HCC markets comprised of professional retirees with bachelor’s
degree and above. Most of our clients either are home owner in
a 30 mile radius or clients from rehabilitation facilities or
assisted living accommodation. About 7% of our clients own
home in different states but utilize our services due to our
excellent business reputation.
Updated SWOT Analysis
Strengths
· Advanced research based care
· Current technology to improve patients experience
· Excellent customer satisfaction 100%
Weakness
· Limitations to the structure of the organization by state
regulation
Opportunities
· Expansion of services and extension of brand
Threats
· Several similar facilities in the same region providing similar
services
Position Statement

“HCC is committed in providing outstanding holistic care. Our
care team focuses on the mind and body for compete healing.
HHC unique care team is driven by research and provide care
that surpass its competitors. The business guarantees that all
clients from the time of admission will have an individualized
treatment and progress plan. Unlike the competitors, HCC
accepts all types of insurance, cash payments, and have its own
credit issuance if needed. Some of our competitors are
Aventura Rehabilitation Center, Century Comfort Center, and
Tampa Recovery Care Center. These companies have been in
business before HCC but does not have the technological
advancement in healthcare that is standard to HCC. The
perceptual map below will demonstrate HCC clients’ views of
their products and services.
Fair Oaks Group
Tampa Recovery Care Center
Century Comfort Care
Price Low & High Quality
Price High & High Quality
Heartland Comfort Care
Perceptual Map:
Aventura Rehabilitation Center
The perceptual map is a representation of the rehabilitation
facilities that are within 30 miles of us. The high-low quality
and the high-low price is used to compare centers. All three
centers have higher prices per day for admittance and does not
accept all insurances. Tampa Recovery Care Center and Fair
Oaks Group both have therapist that are scheduled through
agencies. This can sometimes cause breakdown in pattern of
care and lack of consistency. Aventura Rehabilitation Center
have age restrictions and only admits patients that are over 65

years old. Century Comfort Care does not used research based
medicine and have no new technological savvy equipment. Our
care facility accepts all insurance, is reasonable priced, on-site
fulltime staff and have the most up to date medical devices.
Behavior of Consumers to Target Market
The average cost per day to stay at the competitors’
facilities ranges from $1900.00 to $2800.00. Our facility cost
30% less and offer more up to date services. We offer a
reduced price to direct referrals and spousal or relatives admit.
Base on the research that generates the perceptual map,
consumers are more likely to choose facilities that are rated
four stars and above. The facilities that were compared to HCC
had 3.5 stars and below. Family members and friend that visit
our facility plays and important role in the review and referral
process. Consumers are more likely to use services that are
recommended by a friend or family. HCC have 24hr visiting
and family members can call at any time to check on the
progress of their loved ones. The business strictly adheres to
patients’ right to privacy in their delivery of health information.
Conclusion
Heartland Comfort Care is dedicated to providing quality care
and services to all clients that are admitted to their facility.
They are committed to continued research to stay ahead of the
competition and meet the changing demands of healthcare
platform. According to Deakin, (2016) business owners need to
get to know their customers and competitors in order to adjust
strategies to stay ahead. Employers need to keep finding new
ways to target new customers and staying in the present with
what the media and newspaper is saying about the business.
They should also scrutinize the website of the competition to
see how they are presenting themselves and what customers
think of them. It is crucial for business owner to have a handle
on the strategic process to maintain the success of the business.
Reference
American Fact Finder (2019). Retrieved from:
https://factfinder.census.gov/faces/nav/jsf/pages/communit

y_facts.xhtml
Business Insider (2019) The 16 Rules of brand strategy.
Retrieved from: Medium
Marketinghttps://medium.com/@TripleJas/the-16-rules-of-
brand-strategy-6a8d4a0cbad0
Deakin, B. (2013). Checking out the competition: how it can
benefit aesthetic clinics in the long term. Journal of Aesthetic
Nursing, 2(4), 201–203. Retrieved from:
https://search.ebscohost.com/login.aspx?direct=true&db=ccm&
AN=104183362&site=eds-live&scope=site
Keller, K. O., Dekimpe, M. G., & Geyskens, I. (2016). Let your
banner wave? Antecedents and performance implications of
retailers’ private-label branding strategies. Journal of
Marketing, 80(4), 1–19. Retrieved from:
https://doi.org/10.1509/jm.15.0154
Hussain, S. (2019). Sensory marketing strategies and consumer
behavior: Sensible selling using all five senses. IUP
Journal of Business Strategy, 16(3), 34–44. Retrieved from:
https://search.ebscohost.com/login.aspx?direct=true&db=bt
h&AN=139374937&site=eds -live&scope=site
Name: MKT 500 Week 6 Assignment 2: Part B: Your Marketing
Plan
Description: MKT 500 Week 6 Assignment 2: Part B: Your
Marketing Plan
· Grid View
· List View
Unacceptable Below 70% F
Fair 70-79% C
Proficient 80-89% B
Exemplary 90-100% A

1. Describe or list the feedback you received on Part A of your
marketing plan. Explain how you will use the feedback to
improve your plan.
Points Range:0 (0%) - 16.56 (6.9%)
Does not describe feedback received. Does not explain how
feedback will be used to improve the marketing plan.
Points Range:16.8 (7%) - 18.96 (7.9%)
Satisfactorily describes or lists feedback received. Partially
explains how feedback will be used to improve the marketing
plan.
Points Range:19.2 (8%) - 21.36 (8.9%)
Adequately describes or lists feedback received. Sufficiently
explains how feedback will be used to improve the marketing
plan.
Points:23.04 (9.6%)
Points Range:21.6 (9%) - 24 (10%)
Accurately describes or lists feedback received. Fully explains
how feedback will be used to improve the marketing plan.
2. Develop a branding strategy for your product / service that
covers the brand name, logo, slogan, and at least one brand
extension.
Points Range:0 (0%) - 24.84 (10.35%)
Did not submit or incompletely developed a branding strategy
for the product / service that covers the brand name, logo,
slogan, and at least one brand extension.
Points Range:25.2 (10.5%) - 28.44 (11.85%)
Partially developed a branding strategy for the product / service
that covers the brand name, logo, slogan, and at least one brand
extension.
Points:31.32 (13.05%)
Points Range:28.8 (12%) - 32.04 (13.35%)
Satisfactorily developed a branding strategy for the product /
service that covers the brand name, logo, slogan, and at least
one brand extension.
Points Range:32.4 (13.5%) - 36 (15%)
Thoroughly developed a branding strategy for the product /

service that covers the brand name, logo, slogan, and at least
one brand extension.
3. Thoroughly analyze the primary and secondary markets that
you want to target. Thoroughly include the demographic profile
(e.g., age, gender, ethnicity, etc.), psychographic profile,
professional profile, geographic profile, and any other
segmentation variable you deem necessary.
Points Range:0 (0%) - 33.12 (13.8%)
Did not submit or incompletely analyzed the primary and
secondary target markets. Did not submit or incompletely
included the demographic profile, psychographic profile,
professional profile, geographic profile, and any other
segmentation variable necessary.
Points:37.44 (15.6%)
Points Range:33.6 (14%) - 37.92 (15.8%)
Partially analyzed the primary and secondary target markets.
Partially included the market segment demographic profile,
psychographic profile, professional profile, geographic profile,
and any other segmentation variable necessary.
Points Range:38.4 (16%) - 42.72 (17.8%)
Satisfactorily analyzed the primary and secondary target
markets. Satisfactorily included the market segment
demographic profile, psychographic profile, professional
profile, geographic profile, and any other segmentation variable
necessary.
Points Range:43.2 (18%) - 48 (20%)
Thoroughly analyzed the primary and secondary target markets.
Thoroughly included the market segment demographic profile,
psychographic profile, professional profile, geographic profile,
and any other segmentation variable necessary.
4. Prepare a positioning statement. Include a perceptual map
that shows your company’s position against its competitors.
From this map, create a statement that depicts your position.
Points Range:0 (0%) - 33.12 (13.8%)
Did not submit or incompletely prepared a positioning
statement. Did not submit or incompletely included a perceptual

map that shows your company’s position against its
competitors. From this map, did not submit or incompletely
created a statement that depicts your position.
Points Range:33.6 (14%) - 37.92 (15.8%)
Partially prepared a positioning statement. Partially included a
perceptual map that shows your company’s position against its
competitors. From this map, partially created a statement that
depicts your position.
Points:42.24 (17.6%)
Points Range:38.4 (16%) - 42.72 (17.8%)
Satisfactorily prepared a positioning statement. Satisfactorily
included a perceptual map that shows your company’s position
against its competitors. From this map, satisfactorily created a
statement that depicts your position.
Points Range:43.2 (18%) - 48 (20%)
Thoroughly prepared a positioning statement. Thoroughly
included a perceptual map that shows your company’s position
against its competitors. From this map, thoroughly created a
statement that depicts your position.
5. Examine the relevant consumer behavior for your target
market. Explain the main reasons why the brand name, logo,
slogan, brand extension, as well as the positioning statement are
right for the identified target market.
Points Range:0 (0%) - 24.84 (10.35%)
Did not submit or incompletely examined the relevant consumer
behavior for your target market. Did not submit or incompletely
explained the main reasons why the brand name, logo, slogan,
brand extension, as well as the positioning statement are right
for the identified target market.
Points:27.72 (11.55%)
Points Range:25.2 (10.5%) - 28.44 (11.85%)
Partially examined the relevant consumer behavior for your
target market. Partially explained the main reasons why the
brand name, logo, slogan, brand extension, as well as the
positioning statement are right for the identified target market.
Points Range:28.8 (12%) - 32.04 (13.35%)

Satisfactorily examined the relevant consumer behavior for your
target market. Satisfactorily explained the main reasons why the
Points Range:32.4 (13.5%) - 36 (15%)
Thoroughly examined the relevant consumer behavior for your
target market. Thoroughly explained the main reasons why the
6. Citations and References / Information Literacy / Integration
of Sources
Points Range:0 (0%) - 16.56 (6.9%)
Lack of in-text citations and/ or lack of reference section.
Serious errors in the integration of sources, such as intentional
or accidental plagiarism.
Points Range:16.8 (7%) - 18.96 (7.9%)
In-text citations and references are provided, but they are only
partially formatted correctly in APA style. Does not meet the
required number of references; some or all references poor-
quality choices. Sources are partially integrated using effective
techniques of quoting, paraphrasing, and summarizing.
Points:20.16 (8.4%)
Points Range:19.2 (8%) - 21.36 (8.9%)
Most in-text citations and references are provided, and they are
generally formatted correctly in APA style. Meets number of
required references; all references high-quality choices. Sources
are mostly integrated using effective techniques of quoting,
paraphrasing, and summarizing.
Points Range:21.6 (9%) - 24 (10%)
In-text citations and references are error free and consistently
formatted correctly in APA style. Exceeds number of required
references; all references high-quality choices. Sources are
consistently integrated using effective techniques of quoting,
paraphrasing, and summarizing.
7. Clarity, Writing Mechanics, Grammar, and Formatting
Weight: 10%

Points Range:0 (0%) - 16.56 (6.9%)
Information is confusing to the reader and fails to include
reasons and evidence that logically support ideas. Serious and
persistent errors in grammar, spelling, punctuation, or
formatting.
Points Range:16.8 (7%) - 18.96 (7.9%)
Information is partially clear with minimal reasons and
evidence that logically support ideas. Partially free of errors in
grammar, spelling, punctuation, or formatting.
Points:20.88 (8.7%)
Points Range:19.2 (8%) - 21.36 (8.9%)
Information is mostly clear and generally supported with
reasons and evidence that logically support ideas. Mostly free
of errors in grammar, spelling, punctuation, or formatting.
Points Range:21.6 (9%) - 24 (10%)
Information is provided in a clear, coherent, and consistent
manner with reasons and evidence that logically support ideas.
Error-free or almost error-free grammar, spelling, punctuation,
or formatting.
The rubric total value of 202.80 has been overridden with a
value of 202.8 out of 240.0.
Feedback to Learner
Hi Daniel
I urge you Daniel not to relent but to rather work even harder
ensuring that at all times you thoroughly provide correct
answers to all questions while not skipping any sub rubric.
Dr. Alex Onukwugha
Exit

Running head ASSIGNMENT 21ASSIGNMENT 22.docx

Recommended

Recommended

More Related Content

Similar to Running head ASSIGNMENT 21ASSIGNMENT 22.docx

Similar to Running head ASSIGNMENT 21ASSIGNMENT 22.docx (20)

More from healdkathaleen

More from healdkathaleen (20)

Recently uploaded

Recently uploaded (20)

Running head ASSIGNMENT 21ASSIGNMENT 22.docx