Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

Bachelor of Business Studies (Singapore)

STRATEGIC MARKETING MANAGEMENT

(MKT3005S)

Faith Ambulance & Integrated Services LLC,

Singapore

Name: Abigail Catherine Yang Wenjie

UCD Student ID: 14208093

Serial No. 1

Class/Batch: FT UCD BBS MKT 22

Statement on Company Choice

I have not used the above company in assignment for other modules

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

Table of Contents

Page No. 1.0 Introduction 1 2.0SWOT Analysis 1, 2 3.0 Marketing Objectives 2

3.1 Company Vision & Mission 2, 3 3.2 Our Objectives 3

4.0 Target Market Segment 3

4.1 Advertising 4 4.2 Digital Marketing 8 4.3 Public Relations 9

5.0 Marketing Mix 4

5.1 Product Strategy 4 5.1.1 The Customer-Value Hierarchy Model 5 5.1.2 What Makes Us Different 6

5.2 Price Strategy 6 5.3 Place Strategy 7 5.4 Promotion Strategy 7

6.0 Financials 7, 8

6.1 Expenses & Sales Forecast 8 7.0 Implementation Controls 9 8.0 Reflective Statement 9 Reference list & Bibliography 10, 11

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

1.0 Introduction

Faith Ambulance Transport & Integrated Services LLC is a social enterprise that seeks to

maximise improvements in human and environmental well-being of the elderly and less

fortunate as well as balancing social impact and profits through our business activities to

achieve the triple bottom line. These are our service options we provide:

Primary:

- Emergency and non-emergency ambulance transport services

- Integrated health care services such as home nursing, home monitoring

(Integrated care is a term that reflects a concern to improve patient experience and

achieve greater efficiency and value from health delivery systems)

Secondary:

- Sales and rental of medical equipment

- “Befrienders” program, home visiting & monthly activities by our associates

- Medical standby for corporate events as well as charity events

2.0 SWOT Analysis

Self-drawn (2015)

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

Strategic Implications

3.0 Marketing Objectives

3.1 Company Vision and Mission

As a social enterprise, we care for our community and aspire to achieve all components of

the triple bottom line. We will only use low emission vehicles & touch lives through

advocating “There Is Hope in Life” and we are here to help clients “Live & Age Gracefully”.

Self-created (2015)

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

3.2 Our Objectives

The objectives are designed using the AIDA model aligning with our vision and mission. We believe upon achieving these objectives reinforces our company’s future sustainability.

1. Create awareness through establishing customer network from the corporate and

non-profitable organisations during 1st 3 months to get their mindshare (attention) 2. Stimulate interest and secure 5 corporate contracts and 3 partnership agreement

with non-profitable organisations to work with us within 1st 5 months

3. Achieve desired break-even outcome within 12 months

4. Devise offensive marketing strategies , take actions to become the 1st choice of

service specialist in the industry with the fastest island-wide response time and

acknowledged as a preferred partner to serve the community in Singapore within

12 months

4.0 Target Market Segment

According to SingStats, (2015) shows Singapore’s Aging population is on the rise and

the Government are also introducing several schemes such as the Pioneer Generation

package and Agency of Integrated Care Services to meet the rising demands. The

below Chart 1.1 describes the proportion of Singapore’s resident population to year

2030

Source: Murray, B. (2013) Singapore’s Population Bubble. Available at: http://www.intmath.com/blog/mathematics/singapores-population-bubble-808 [accessed 1 Dec 2015]

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

4.1 Target Segment Profile

Using demographic and lifestyle segmentation variables, we are targeting these 2

segments:

1. Family members of elderly who engages & pays for these services for their elderly

at home who are disabled, medically unfit or requires medical support. In

Singapore, the elderly are commonly known as the “Pioneer Generation” mostly

from the baby boomers era aged 50 years old and above.

2. Non-profitable organisations that focus on elder-care segment as our partners to

extend our integrated healthcare and voluntary services to the elderly and the less

fortunate.

5.0 Marketing Mix

According to Andrei and Florin, (2014) strategic quality management are plans that help

glue and support an organization’s quality improvement efforts thus objective here is to

achieve excellence in services marketing:

1) Internal marketing with employees

2) Interactive marketing from employees to customers

3) External marketing from customers to company

5.1 Product Strategy

1) Value-added service platform accompanied with minor goods

Knowing that service is intangible, inseparable from its provider, highly variable and

perishable, the following strategies are proposed:

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

5.1.1 The Customer-Value Hierarchy Model

There are 5 levels to this model. The following diagram will define the potential service we

aim to achieve.

Patient transport service

Patient transport service via ambulance

Patient Transport service via fully equipped ambulance

Express patient transport service via fully equipped ambulance, accompanied by professionally trained paramedics, pick up & sending back to door step

Express response time, pick up island wide for patient transport service using fully equipped ambulance, accompanied by professionally trained paramedics, door to door service (pick up & send home to door step) with options of engaging our home care services & participate in our social activities

Self-created (2015)

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

5.1.2 What Makes Us Different?

Our positioning: Niche Service specialist in the industry & our USP: (Bill, 2014)

*However there is a mandatory clause for clients who wish to engage us for this service:

5.2 Price Strategy

The objective to achieve maximum current profit achieved through hybrid pricing strategies

(Competitive + Perceived Value). Competitive pricing to grab attention & create perceived

value in client’s mind, by ensuring we deliver the value promised by our value proposition.

We also offering bundle price, customized price and corporate pricie as other options.

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

5.3 Place Strategy

The channels of distribution plays significant role as these are the primary channels we

need to establish our foundation, reputation and brand equity, thus these are the several

strategies being proposed as these are the primary channels to reach our target segment:

5.4 Promotion Strategy

6.0 Financials

We are confident to have sufficient cash flow to support our operations because as a

social enterprise, we are able to apply for grants to finance our business activities. As this

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

is a new business set up, we have studied and analyzed about the financial involvements

concerning the business and its sustainability thus we have worked our projection.

6.1 Expenses & Sales Forecast

The above forecast is projected based on the demand of such services based on

demographic changes. As a niche specialist service provider, we believe we are able to

capture our target audience through the use of the promotion tool. We believe through

active participation in CSR activities will help affirm and reinforce our identity in the minds

of consumers in the long run.

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

7.0 Implementation Controls

The milestones of identifying the key marketing events and stated objectives are essential

because it takes every designated department to accomplish each event within the given

time frame so that the marketing plans will not be delayed. To ensure competency, each

activity has been dedicated to specific department managers to keep track with progress.

8.0 Reflective Statement

As I was doing this assignment, I truly experience the challenges a social entrepreneur

had to face and also the courage it takes to make this move, especially into this industry.

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

Reference List and Bibliography

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http://www.ambulanceservice.com.sg/charges.pdf [accessed on 25 Dec 2015]

Andrei, O.P. and Florin, M.C. (2014). ‘Strategic Quality Management’, Economy

Transdisciplinarity Cognition Journal, 17 (1), pp. 19-27. Available at:

http://www.ugb.ro/etc/etc2014no1/06_Paraschivescu__Caprioara.pdf [accessed on 25 Dec

2015]

Bill, F. (2014). New Sensors Systems Helps Care-Givers Monitor Seniors from Afar. Available at: http://www.cio.com/article/2370091/consumer-technology/new-sensor-

systems-help-caregivers-monitor-seniors-from-afar.html [accessed on 24 Dec 2015]

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2015]

Kotler, P. and Keller, K.L. (2016) Marketing Management – Global Edition. England:

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Liangsoon Paintwork Specialist Pte Ltd (2015) Services. Available at:

http://www.liangsoon.com/services/ [accessed on 26 Dec 2015]

Melissa, P. and Jalelah, A.B. (2013) Private Ambulance Service Under Review. Available at: http://www.healthxchange.com.sg/News/Pages/private-ambulance-services-review.aspx [accessed on 10 Dec 2015]

Ministry of Health Singapore (2014). Emergency Ambulance Standards/FAQ. Available at: file:///C:/Users/acer/Downloads/EmergencyAmbStandsFAQ.pdf [accessed on 23 Dec 2015]

Ministry of Health Singapore (2015). Immediate and Long-Term Care Services. Available at:

Marketing Plan for Faith Ambulance Transport & Integrated Services LLC2015

Abigail Catherine Yang (14208093)

https://www.moh.gov.sg/content/moh_web/home/our_healthcare_system/Healthcare_Services/Intermediate_And_Long-Term_Care_Services.html [accessed on 12 Dec 2015]

Ministry of Social and Family Development Singapore (2015) Funding for Youth – Social Entrepreneurship. Available at: http://app-stg.msf.gov.sg/SocialEnterprise/Get-Funding/Funding-for-Youth [accessed on 20 Dec 2015]

Roshini, P. and Pauline, T. (2014) Landscape of Social Enterprise in Singapore - Social Entrepreneurship in Asia: Working Paper No.1. Available at: http://bschool.nus.edu/Portals/0/docs/Social-Entrepreneurship-in-Asia-Working%20Paper-Landscape-of-Social-Enterprises-in-Singapore.pdf [accessed on 20 Dec 2015]

Singapore Press Holdings Limited (2013). Rate book 1-13 Feb. Available at: http://www.diseno.com.sg/wp-content/uploads/2013/pdf/sph_apr2013/RateBook_24April2013.pdf [accessed on 22 Dec 2015]

Singapore Workforce Development Agency (2015). Funding-for Employer-Based Training. Available at: http://www.wda.gov.sg/content/wdawebsite/L102-

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