1Marketing PlanJessica JamesMonroe College, King Graduate SchoolProfessor Justin Doheny21FL-HA700-144 Marketing & Strategic Plan Health CareSeptember 29, 2021 2
2Table of ContentsMARKETING PLAN................................................................................................................................3SITUATIONAL ANALYSIS.....................................................................................................................3Past History............................................................................................................................................3MARKET ANALYSIS...............................................................................................................................4Market Demographics...........................................................................................................................4Trends.....................................................................................................................................................4Growth....................................................................................................................................................5ANALYSIS OF COMPETITORS............................................................................................................5SWOT ANALYSIS OF THE COMPANY................................................................................................6Strengths................................................................................................................................................7Weaknesses.............................................................................................................................................7Opportunities.........................................................................................................................................7Threats....................................................................................................................................................7STRATEGIC MARKETING....................................................................................................................8Marketing Mix Strategies.........................................................................................................................9References................................................................................................................................................10
3MARKETING PLANSITUATIONAL ANALYSISPast HistoryGood Hope pharmacy in Garden Grove City, California, is a community pharmacy that hasbeen in operation since 2015. It is a pharmacy established due to the high cost of accessingvarious medications at the hospitals in the city. It was therefore established as a relief to theseproblems. Since its establishment, the pharmacy has managed to serve over fifty thousand peoplein the region, and it has been on the frontline in sensitizing the need to uphold our health. Duringthe current Covid-19 pandemic, the pharmacy has managed to provide personal protectiveequipment and tools such as surgical masks, sanitizers, and gloves. It has also been certified bythe Center for Disease Control as a center for Covid-19 vaccination. In addition to these services,the pharmacy has also managed to:Carry out the prescribed laboratory tests to clients to have a clear understanding of howour client’s bodies react to certain medications.Prescribe medication to our clients in situations where a diagnosis is not needed.Prescribe medications to our clients for specific health problems that are minor such asmenstrual pain.Serve clients from different diversities, most of them members of the Christ Cathedral,Garden Grove Unified School District, and Hindu worship at the Chua Hue QuangBuddhist temple in the city.
4MARKET ANALYSISMarket DemographicsGarden Grove city has a population of approximately one hundred and seventy thousandaccording to the 2020 census conducted in the United States. The city's racial composition hasmore whites, who make up 39.9% of the total population. There are other races in the city, suchas blacks, Native Americans, Asians, among other minority groups. The highest populated groupin the city are children below eighteen years old, and the median age of the city is 35.6 years.The median income for the households in the city is $59,988, and approximately 15% of themlive below the federal poverty line (Fulton, 2017). According to Fulton (2017), majority of theworkers are employed at the Air Industries Corp and the American Apparel Knit and Dyesituated in the city.TrendsThe current trends in the city that could affect the marketing of the pharmacy are on theshift to over the county medications among the youth instead of going to hospitals for minorhealth issues. Most of these youths have expressed their fears and dissatisfaction with theenvironment at the hospitals. Therefore, they prefer to take their medications from pharmacies ifthey experience minor health complications such as headaches, menstrual pains, and other issues(Agarwal et al., 2018). With the current covid-19 pandemic, the economy of most people hasbeen affected, and therefore, people are opting for cheaper ways of maintaining their health.
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