Essay marketing plan

Submitted By sharlyrossettie
Words: 1671
Pages: 7
Open Document
Marketing Plan
Pacific Cataract and Laser Institute
Hjh614

This marketing plan will attempt to offer practical suggestions for Pacific Cataract and Laser Institute to respond to its current challenges and address existing questions.

Pacific Cataract and Laser Institute
Marketing Plan

EXECUTIVE SUMMARY
PCLI’s excellent surgeries and compassioned concern to customers has made it the best eye surgery clinic in Northwest LASIK surgery market. However, PCLI had challenges from stiff national and Canadian competitors who had been aggressively advertising low-priced eye surgeries to attract a significant growing number of customers. Encountering competitors’ low-price strategy, PCLI will have to come out a strategy to respond to its competitors and increase its ability of attracting customers. However, PCLI has the ethic concerns of advertising and regulations in the industry. The major questions need to be solved for PCLI to continue are:
Whether or not to complete on price? How?
Whether or not to advertise? How?
How to increase market share and attract more customers?
This marketing plan will attempt to address all these questions outlined above. Firstly, instead of completing on price with the compensation of quality, PCLI will maintain its current price for surgeries and offer a variety of price options of before and after care to better satisfy customers with different budgets. Secondly, instead of advertise aggressively, PCLI will manage word of mouth and launch campaigns to increase its brand awareness. Lastly, PCLI will cooperate general ophthalmology clinics and expand partnerships with eye physicians to generate higher volume of customers and increase market share.

SITUATION ANALYSIS
Introduction

PCLI was founded in 1985 by Dr. Robert Ford and specialized in medical and surgical eye treatment. PCLI was a privately held company that operated a total of 11 clinics throughout the northwestern United Stated and provided a range of medical and surgical eye treatments including laser vision correction. The company relied heavily on the referrals of partner family ODs.

PRK and LASIK are the two major types of eye surgery performed to reduce a patient’s dependence on glasses or contact lenses by reshaping a patient’s cornea. The procedure takes approximately five to ten minutes. The application of these types of laser eye surgeries had been widely accepted and available in Europe and some countries including Canada for over a decade. However, these technologies were comparably new to the US customers. The use of PRK in United States was approved in 1995, and LASIK was permitted to use as an “off-label” laser procedure by FDA.

Market and Customer Analysis
Market Size

The market potential of LASIK procedures is tremendous, and just begins to take off. Over 150 million people wore glasses or contact lenses in United States and about 12 million people were qualified to improve their vision surgically. The number of refractive surgery candidates is estimated to grow five times as the FDA approves more new procedures.
Target Market

PCLI targeted in customers who have median and higher income and family members. These customers concern more about surgical quality than price. In addition, families usually pay a lot more attention to vision correction of the young and older members. They are willing to pay more for higher quality surgeries.
Consumer Behavior

Customers are attracted by low-price surgeries.
Customers are lack of concerns of the quality of surgeries.
Customers are lack of knowledge of LASIK surgery and its risks.
Customers would travel to Canada and have the surgery performed there because of low price and poor coverage of medical insurance on optometric surgeries.
Competitor Analysis

PCLI in Spokane faced stiff competition from clinics in both the United States and Canada. There are three types of competitors, and they are general ophthalmology practice, eye surgery center
Show More

Related Documents: Essay marketing plan

Plan: Marketing Plan Essay

Final Project MRKT306 Principles of Marketing Choose a company to analyze the marketing mix. It can be a local company or a national company. If you’re thinking of starting your own business or you know someone who is, you’re welcome to do this project on that idea, but please see me about it first. You'll be required to submit the first part of this plan in Week 1, so start thinking about this right away. A good term paper involves such factors as creativity, logical rigor, personal insights…

Words 989 - Pages 4

Marketing Plan For Marketing Planning

Guide to preparing MARKETING PLANS (Your Cover Page) [pic] www.thesmallbusinessplanner.com info@dpgrp.com Revised November 2011 Marketing Plans • Act as a roadmap. • Assist in management control and the implementation of strategy. • Inform new participants of their roles in implementing the plan and achieving objectives. • Assist in helping to obtain resources. • Stimulate thinking and the better use of resources…

Words 2472 - Pages 10

Marketing Plan Essay

A key element of Sam’s Club’s marketing plan is positioning Sam’s Club to gain market share through an expansion and enhancement of their service offerings. The intent is to hire and train staff that will assist customers in an aggressive, but non-intrusive, manner to understand what they are looking for and to align that with what Sam’s Club has to offer. This could be achieved by adding two staff members during evening and weekend hours. If the need is non-navigational and more technical in nature…

Words 347 - Pages 2

Marketing Plan Worksheet

Marketing Plan Worksheet This worksheet is a complement to the study guide for both the MKT1. The purpose of this worksheet is to help you think about and apply important marketing concepts to Company G. By working through the exercises and matrices introduced in this worksheet (Section A, Section B, and Section C), you are laying the foundation for your marketing plan required in this assessment. This worksheet should be completed before you write your Marketing Plan, for which a template is…

Words 1337 - Pages 6

What Is A Marketing Plan

What is a Marketing Plan? A Marketing Plan is a document that presents recommendations to fulfill a company’s marketing strategy. It should describe what you want to accomplish overall and what precisely needs to be done to get there: your objectives, strategies and tactics. Though your marketing plan is mainly written by your marketing department, the best marketing plans are developed using cross- functional teams – this way one might be sure that no critical factors will get overlooked…

Words 2715 - Pages 11

Marketing Plan Essay

Contents Of A Good Marketing Plan And How To Write It Marketing plans are created to achieve companies’ s goals, needs, and satisfy their customers. The goals are an important component of the marketing plans. This text is effective because it goes through the difficulties that many companies have in implementing their marketing plans. For example, marketing plans can prove unfruitful because of a poor management of change implementation. Corporations can differentiate their marketing plans strategy to…

Words 527 - Pages 3

Marketing Plan Essay

Marketing plan NUTRILITE Executive summary The purpose of this marketing plan is to outline the complete marketing strategy for NUTRILITE. NUTRILITE is the world's leading brand of vitamin supplements. As a global health food brand, NUTRILITE is famous for its superior quality, the rigorous organic farming and advanced production technology. So, the Vitamin C Plus is very popular with Chinese consumers. Since 1998, NUTRILITE has developed more than 10 different kinds of new products and its market…

Words 1953 - Pages 8

Marketing Plan Essay

Best Buy Mobile | Marketing Plan Final Draft | Best Buy | | Yolanda Scott | 2/24/2013 | | Table of Contents 1.0 Executive Summary……………………………………………………………………..Page 4 2.0 Situation Analysis (Overview) ……………………..………………………………....Page 4-5 2.1 Market Summary……….………….……………………………………………........Page 5-6 2.2 SWOT Analysis..……………………………………………………………………...Page 6-7 2.3 Competition……………………………………………………………………….......Page 7-9 2.4 Product (Service) Offering…..…………………………………………………………

Words 4982 - Pages 20

Enviro Marketing Plan

Marketing Plan for Enviro-Pet Formula Proposed by: Sean Brandner Submitted to: Professor Luvison, DeVry University Date: 2/25/2013 Table of Contents 1. Company Description…………………………………………………………………………………………………………………….......3 2. Strategic and Focus Plan………………………………………………………………………………………………………………………3 A. Mission Statement……………………………………………………………………………………………………………….…3 B. Business Goals…………………………………………………………………………………………………………………………3 C. Competitive Advantage…………………………………………………………………………………………………………

Words 3047 - Pages 13

Marketing Plan Essay

11/20/2013______________________ Final Exam Version A Marketing Strategy (Action Plans) Promotion Action Plan: Outdoor recreation is currently located on the Robins Air Force Base (AFB 78). One of the many challenges for this company will be around the discussion of how to market its products and services. Improve the customer-base with the goal of increasing revenue year-round. Objective: Rejuvenating the Outdoor Recreation at Robins Airforce Base by educating military and families…

Words 1001 - Pages 5