Developing a successful marketing plan for HELP JSC
Nguyen, Ke Tuong (2010)
Nguyen, Ke Tuong
Hämeen ammattikorkeakoulu
2010
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010091413009
https://urn.fi/URN:NBN:fi:amk-2010091413009
Tiivistelmä
Health care has become an extremely important issue during the economic development. Vietnamese rapid population growth has made the service sector become overloaded. Majority of people are absorbed at work and neither do take care of their health nor do have a proper health care programme. HELP, a health care service company, has discovered general ideas of its services: brings health, joy and happiness to people. It is no later than now to develop a marketing plan, which can enhance the business performance.
The aim of the thesis is to figure out a comprehensive marketing framework, which is included solid background for further development in the future. From different perspectives and experiences, the researcher has summarized strengths and weaknesses, opportunities and threats of the business.
In marketing concepts, which were based on theoretical views, some literatures have been used. Most of them are written by Armstrong & Kotler (2008), Hill Elizabeth & Terry O’Sullivan (1999), Walker and Mullins (2006). Marian Burk Wood (2007). In addition, some other books, which are relevant to the marketing strategies, were also applied in the thesis.
The qualitative research method was applied to collect various points of views, experiences and expectations from the respondents who occupy key positions at HELP. All together it took more than one month to collect the data requirement, mostly in June 2010. Moreover, the material was also collected from HELP’s research and internet resources. Furthermore, it was regularly discussed with HELP’s manager, the thesis advisor, mainly by emails.
It was discussed that HELP has a potential market growth to expand its business. Nevertheless, during the marketing plan process, it was recognized that besides increasing service diversity, HELP should develop preferable services on target customers, e.g. focus more on nursing services and personal doctors. In addition, professional staffs and medical ethics are the two biggest issues that HELP need to pay attention to find out the solution.
In conclusion, HELP owns a potential success in health care sector. The young and passionate team all together has created successful networks and relationships. For further actions to success, it is about consuming time to explore the skills and build a reliable business brand.
The aim of the thesis is to figure out a comprehensive marketing framework, which is included solid background for further development in the future. From different perspectives and experiences, the researcher has summarized strengths and weaknesses, opportunities and threats of the business.
In marketing concepts, which were based on theoretical views, some literatures have been used. Most of them are written by Armstrong & Kotler (2008), Hill Elizabeth & Terry O’Sullivan (1999), Walker and Mullins (2006). Marian Burk Wood (2007). In addition, some other books, which are relevant to the marketing strategies, were also applied in the thesis.
The qualitative research method was applied to collect various points of views, experiences and expectations from the respondents who occupy key positions at HELP. All together it took more than one month to collect the data requirement, mostly in June 2010. Moreover, the material was also collected from HELP’s research and internet resources. Furthermore, it was regularly discussed with HELP’s manager, the thesis advisor, mainly by emails.
It was discussed that HELP has a potential market growth to expand its business. Nevertheless, during the marketing plan process, it was recognized that besides increasing service diversity, HELP should develop preferable services on target customers, e.g. focus more on nursing services and personal doctors. In addition, professional staffs and medical ethics are the two biggest issues that HELP need to pay attention to find out the solution.
In conclusion, HELP owns a potential success in health care sector. The young and passionate team all together has created successful networks and relationships. For further actions to success, it is about consuming time to explore the skills and build a reliable business brand.