Market Planning and Implementation: Prepared for Full Circle Health Management.
Introduction
Full Circle health Management is a small privately owned Australian company that has been in existence e for the last three years. The organisation was opened in a GFC. The first ever marketing campaign for Full Circle Health Management was done by the use of flyers which cost about sixty dollars. That investment yielded eight clients who resulted in the firm making returns of about 130 to 3000 dollars each every year with a growing number of referrals. The small business is involved in the health industry. The company deals with complementary medicine which it believes is the future of healthcare. The business targets the ageing population who are positioned to gain a lot from the products they offer.
Purpose of the Plan
The purpose of this plan is to provide insight sin to possible ways that FCHM can achieve its goals, which include the increase of clients so as to ultimately improve business. This will be done by increasing corporate awareness of FCHM as well as increasing funnel of personal and training clients. FCHM also wants to increase the number of subscription s and e-marketing campaigns and ensure their effectiveness. The business also aims at creating a better delivery system, such as a the creation a website, or the use of social media tools to get the job done. The plan seeks to help the business build its brand to achieve brand awareness among stakeholders, and to basically increase references. This plan narrows down its focus to the two parts of the marketing plan; the contingency plan and the monitoring and evaluation. The goal is to make FCHM a leading educator in matters of health and well being.
Contingency Plan
A contingency plan is set up as a pre-emptive move to tackle any future problems or even strive to prevent the same (Luther, 2011). It designs strategies for dealing with different eventuality in the execution of the marketing plan
In the event that marketing through the social media does not work, several other ways of promoting those advertisements in the mass media should be used. Efforts should be intensified with the opening of multiple face book and twitter campaign a well as focusing on social media sight s where elderly people are likely to visit. Other media can also be used by organising educational seminars where people are taught about health matters and told about FCHM at the end of the presentation.
Another item that should be considered to need establish clear procedures o f the boot camps so as to make sure that no adverse effects befall elderly clients and potential clients. In his regard, adequate training so as to be able to handle the elderly well.In case financial constraints do not allow for enough fliers, posters and other buyable items, then the team should be prepared to create them themselves. There should also be a preparation to do a verbal campaign when financial resources are not sufficient.
With the numerous things to be done to achieve the goals set before it, there is a danger of overstepping on the very low budget set for the marketing. In this case, the contingency measure to be taken is to creating a highly detailed budget which will guide the process of implementation of the plan.
Another possible contingency measure to be taken would be the proper and equal arrangement of duties to workers because the amount of work involved might wear out the employees. A group of volunteers should be sought before the initiation of the project, to be on standby, so as to have a backup plan in terms of human resource .The threat of insufficiency of fund is a real threat to the project. A contingency measure for this eventuality would be the raising of money by employees using several different ways, such conducting minor business activities to raise fun.In case of low subscriptions of clients to FCHM, the service fee could be lowered so as to attract price-sensitive customers. In case of lack of interest in the services, other services can be added that would attract customers more time is given for the customers of the essential key business of the centre to grow.
Monitoring and Control
The monitoring and control process is done to ensure that all processes run the way they were designed to work. If plans do not work in the pre-determined way, it may compromise its effectiveness and undermine the whole plan. This may lead to a loss of confidence from the consumer (Parker &Craig, 2008). The plan should be broken down into items which should then have an individual responsibility for it. This will ensure that there is someone answerable for every facet of the implementation.
Checks for the quality measures of different sections in the marketing plan will be done at the start, during, and at the end of the processes. There will be a system set in place to monitor the effectiveness of the marketing plan to ensure that all aspects right from the beginning of each particular project to its end. There should be a review of the kind of services being offered even before the launch of the plan. There should also be a review of the effectiveness marketing procedures, weekly to check on their progress. There should be a continuous review of the fundraising activities to determine how beneficial they are in raising money for the campaign. In addition a comprehensive review should be done weekly concerning the effectiveness of the social media tool and adjustments made accordingly. The progress of the magazines and their impact should be assessed .questionnaires may be supplied at open days and the stand to collect information about how effective the stand is to the targeted people. Every two weeks a review of the entire market plan should be done, where progress will be measured against objectives.
References
Parker, W.G. (1995).Achieving Cost-Efficient Quality.Hampshire:Gower Publishing.
Parker, D. &Craig M.A.(2008).Managing Projects, Managing People. South Yarra Vic: McMillan
Education.
Luther, W.M.(2011). The Marketing Plan : How to Plan and Implemnt it.New York :Amacom.
