Yousra Sattar

KS CLINICMarketing Plan

Yousra SattarMarketing Plan

yousrasehar2009@yahoo.com

Yousra Sattar

Outlines1.1. Executive Summary2.0. Situation Analysis2.1. Market Summary2.2. SWOT Analysis2.3. Competition2.4. Product or Service offering2.5. Key success Factors2.6. Critical Issues

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Outlines(contd..)3.0 Marketing Strategy 3.1 Mission3.2 Marketing Objectives3.3 Financial Objectives3.4 Target Markets3.5 Positioning3.6 Strategies3.7 Marketing Program3.8 Marketing Research

4.0 Financials5.0 Controls5.1 Implementation5.2 Marketing Organization5.3 Contingency Planning

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Executive Summary

What KS clinic is ?

Where it is ?

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Situation analysis

Market Summa

ry

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Situation analysis(contd..)

Market demographics

• Geographic• Demographics• Behavior factors

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Situation analysis(contd..)

Market Needs

•Availability•Laboratory•Pharmacy

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Situation analysis(contd..)

Market trends• Technology

Market Growth

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Situation analysis(contd..)

Strengths

Weaknesses

Opportunities

Threats

•superior customer service•excellent Clinic location•availability of 24/7

•uneducated or not well aware customers•cannot reach all near areas

•participation in Health•future strategic relationships developed as the company becomes more established.

•non MBBS doctors•new competitor entering in market•government regulationsincreased prices of medicines

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Situation analysis(contd..)

Competition

Product or Service Offering• Gynecology• Pediatrics• Dermatology• Minor surgery• Adult medicine• Cardiology

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Situation analysis(contd..)

Key Success Factors• Product Quality• Price• Laboratory

Critical Issues

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Marketing Strategy

• Networking• Promotional Events• Accessibility

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Marketing Strategy(contd..)

• MissionKS clinic exists to help people.

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Marketing Strategy(contd..)

Marketing

Objectives

Financial Objectiv

es

•Marketing Cost•User Acquisition Cost•No Debt

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Marketing Strategy(contd..)

• Target Markets• Positioning• Marketing Program• Marketing Research

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Financials

The start-up requirements, with the exception of the building loan, was financed by General Medical Center.

This was in addition to the 288,000,00rs they have provided over a 12 month period as expense subsidies in the first year, and the physician's salary for the first

year.The purchase of the building was financed by the

owner, with a 15-year mortgage (listed under Long-term Liabilities). This loan will be repaid from the clinic's cash

flows and guaranteed with his personal assets

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Financials(contd..)

START-UP FUNDING

Start-up Expenses to Fund 22,732,00rs

Start-up Assets to Fund 235,000,00rs

TOTAL FUNDING REQUIRED 257,732,00RS

Assets

Non-cash Assets from Start-up 225,000,00rs

Cash Requirements from Start-up 10,000,00

Cash Balance on Starting Date 10,000,00

TOTAL ASSETS 235,000,00RS

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Financials(contd..)Liabilities and Capital

Liabilities

Current Borrowing 0

Long-term Liabilities 225,000,00

Accounts Payable (Outstanding Bills) 0

Other Current Liabilities (interest-free) 0

TOTAL LIABILITIES 225,000,00RS

Capital

Planned Investment

Grant from Hassan Medical 32,732,00

Other Investment 0

Additional Investment Requirement 0

TOTAL PLANNED INVESTMENT 32,732,00RS

Loss at Start-up (Start-up Expenses) (22,732,00)

TOTAL CAPITAL 10,000,00RS

TOTAL CAPITAL AND LIABILITIES 235,000,00RS

Total Funding 257,732,00

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Controls

• Revenue• Expenses• Customer feedback• New customer acquired• New program developed• Customer repeat participation rate

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Controls(contd..)

• Implementation• Marketing organization• Contingency planningi. Difficulties and Risks Includeii. Worst Case Risks May Include