This PPT helps to understand the management of Arvind care hospital and also explain business model, PESTAL analysis, SWOT analysis, STP process and 4P,s of marketing about arvind eye care hospital.

1. PRESENTED BY - VIKRANT METHA
SUBJECT - MARKETING MANAGEMENNT
ROLL NO. - MP08
SAP ID - 72891118008
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2. Sr. No. Parameter
1. Vision & Mission
2. Introduction
3. Business Model
4. Working of Operation Theatre
5. PRSTEL Analysis
6. SWOT Analysis
7. STP Process
8. 4 P of Marketing
9. Learning
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TABLE OF CONTENT

3. 3

4. • Aravind Eye Hospitals
• Aravind Eye Hospitals is a non-profit organization hospital chain in
southern India.
• Aravind annually handles over 30 lacs-35 lacs outpatients & performs
over 4,00,000 surgeries.
• Provides various services apart from patient care.
• Aravind was awarded the Gates Award for global health.
• Arvind has its own production houses for lenses.
4
INTRODUCTION

5. 5
BUSINESS MODEL

6. 6
WORKING OF OPERATION THEATRE

7. 7
POLITICAL
PESTEL ANALYSIS
ECONOMIC SOCIAL TECHNOLO-
GICAL
ENVIRON-
MENTAL
LEGAL

8. -Size of Government Budgets – both Local
Governments and National Government
-Judiciary Independence
-Regulatory Practices
-Role Local Governments Play
-Transition of Government and Changes in
Policy
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POLITICAL FACTORS
PESTEL

9. -Work Force Productivity
-Price Fluctuations in both Local and
International Markets
-Demand Shifts from Goods Economy to
Service Economy
-Inequality Index / Ranking on Gini Index
-Foreign Exchange Rate
-Inflation Rate
-Level of Household Income and Savings
Rate
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ECONOMIC FACTORS
PESTEL

10. -Demographic Trend
-Societal Norms and Hierarchy
-Education Level in Society
-Social Contract between Government & Society
-Power Structure in Society
-Attitude towards Health & Safety
-Immigration Policies and Level of Immigration
-Gender Composition in Labor Market
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SOCIAL FACTORS
PESTEL

11. -Acceptance of Mobile Payments and Fintech
Services
-Technology transfer and licensing issues for
Aravind Bed
-Level of Acceptance of Technology in the
Society
-Transparency & Digital Drive
-Mobile Phone & Internet Penetration
-Empowerment of Supply Chain Partners
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TECHNOLOGICAL FACTORS
PESTEL

12. -Influence of Climate Change
-Corporate Social Responsibilities Culture
-Waste Management
-Level of Consumer Activism Regarding
Environmental Concerns
-Environmental Regulation Impacting Absolute
Cost Advantage Dynamics in the Industry.
-Focus & Spending on Renewable Technologies
-Environmental Standards and Regulations both
at National & Local Levels
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ENVIRONMENTAL FACTORS
PESTEL

13. -Adherence to Common Law
-Data Protection Laws
-Health & Safety Laws
-Transparency in Judiciary System &
Processes
-Independence of Judiciary and Relative
Influence of Government
-Consumer Protection Laws
-Securities Law
13
LEGAL FACTORS
PESTEL

14. 14
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
SWOT ANALYSIS

15. • Integration of the paying and free
hospitals for economies of scale
• Provide prestigious degree and job
training all in one (In-House)
• Producing their own intraocular lenses
(IOLs)
• Utilization of the Community
• Relationships with respected medical
programs in the U.K. and U.S.
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STRENGTHS
SWOT

16. • Demand on Staff
• Reliance on the Community
• Far more need than services that can be
provided
• Organization of logistics, camps, and
creating propaganda
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WEAKNESS
SWOT

17. • Continue to increase salary scale to
compete with the private sector
• Global Expansion (Franchising)
• Additional Source Funding
• Establish a consistent set of procedures and
a common set of principles
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OPPORTUNITIES
SWOT

18. • After four years, Tirunelveli Hospital is
not yet financially self sufficient
• Difficulty in Accessing Care
• Loss of Community Funding
• Increasing cost of food and transportation
• Demand outweighs the capacity
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THREATS
SWOT

19. 19
SEGMENTATION TARGETING POSITIONING

20. • Age
• Geographical
• Income
1.Free Patients
2.Paying Patients
3.Subsidized patients
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SEGMENTATION
STP

21. • Cataract
• Main focus- rural India
• Targeting the payables
21
TARGETING
STP

22. • Scooped in the untouched market by
excellent quality treatment in low cost
• Premier ophthalmology service hospital
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POSITIONING
STP

23. 23
PRODUCT, PRICE, PLACE, PRAMOTION (4 P’s) OF MARKETING

24. 24
PRODUCT AND SERVICES
EYE CARE SERVICES
EDUCATION AND TRAINING
RESEARCH
CONSULTANCY AND CAPACITY
BUILDING
OPHTHALMIC SUPPLIES
AND EQUIPMENT
ARVIND
EYE CARE SYSTEM

25. • This will be based on a per-product retail basis for the intra ocular
lenses, on a per-procedure basis for patients who can afford to pay, and
free for those patients who are unable to pay .
• Cross-subsidization:-
1. 47% pay regular or premium prices
2. 26% opt for minimal
3. 27% for free treatment for cataract surgery.
• Government reimbursement
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Pricing
Regular Prices Minimal Prices Free Tretment
Price

26. 26
Place

27. 27
Promotion
• Free Eye Checkups
• Mass Media: Cable TV, Cinema slides, Newspaper articles.
• Awareness Lectures to clubs and villages
• Posters display
• National Eye Donation Fortnight celebration
• Inhouse exhibits
• Eye Checkup camps
• Eye Screening using mobile van

28. • By the detail analysis of the market and the competition of the Eye
care hospitals. It clearly show the present scenario of the Aravind eye
care unit. The company has a goodwill among the middle and lower
level income groups which clearly conforms the reputation of the
organization. It sharing its level of improvement on technology and
customer retention among the leading eye care hospitals over south
India.
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CONCLUSION OF SWOT ANALYSIS

29. • https://www.pointsdevue.com/article/replication-aravind-model-strategy-develop-sustainable-
eye-care-programmes
• https://bmtoolbox.net/stories/aravind/
• http://fernfortuniversity.com/hbr/case-solutions/11911-aravind-eye-hospital--madurai--ind.php
• https://embapro.com/frontpage/pestelcase/11911-aravind-bed
• https://aravind.org/wp-content/uploads/2019/04/Aravind_Annual-Report-2017-18.pdf
• https://bmtoolbox.net/stories/aravind/
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References

30. Thank You…30