Marketing Plan Essay

5437 words - 22 pages



Prepared for:

Western International University
MKT-646: Strategic Concepts in Marketing
Professor Theodore Framan
August 24, 2010

Prepared by:

Linda Stallard

Table of Contents

EXECUTIVE SUMMARY Not Required For This Assignment
1.1 Industry Analysis 3
1.2 Competitive Analysis…………………………………………………………………………………… 5
1.3 Customer Analysis 5
1.4 SWOT Analysis 7
2.1 Corporate Objectives 8
2.2 Marketing Objectives 8
3.1 Core Strategy 8
5.1 Marketing & Sales ……………………………………………………………………………………. 11
6. ...view middle of the document...

4 billion this year and nearly triple to $6.1 billion by 2012.

The hospitality industry is a service industry with a broad range of fields. These fields include, but are not limited to, tourism, restaurants, hotels, resorts, spas, etc. While revenue fell by 3.4% from $9.7 billion in 2008 to $9.4 billion in 2009, the market is expected to rebound by 2013 as economic recession eases. In fact, the luxury hotel and resort industry growth and occupancy rates have generally been higher than the average during this time. The Ritz-Carlton, in particular, which consists of over 100 hotels and 10 resorts in 24 countries, has remained stable. This is primarily due to its exceptional service quality and diversification.

Medical tourism is a fairly new and upcoming industry. The industry was initially designed for patients to travel outside ones country to take advantage of reduced medical costs. However, with its increase in appeal, the industry has expanded into three categories – outbound, inbound, and intrabound. This industry is estimated to grow at an annual rate of 35% over the next five years. In fact, in 2006 over 35 million people used medical tourism for outpatient surgical procedures. Today, there are over 14 countries that offer their services to a global community. Worldwide medical tourism revenue is projected to grow from $56 billion to $100 billion by 2012, with Asia as a major driver of this growth,

1.1.2 Legal, Political & Economical Factors

Laws and policies affecting the Ambassador:
1. Visitor Visa for medical treatment:
Persons who wish to come to the United States for medical treatment must satisfy the same requirements as applicants for tourist visas as well as several other requirements. For example, a person must establish that the treatment sought is unavailable in the home country and for a condition for which medical facilities in the U.S. hold out some hope of cure. This evaluation must be conducted by a U.S. Embassy Panel Physician. A statement from a U.S. doctor or institution accepting the patient and outlining the total time and total cost of treatment must also be provided.
2. U.S. Government healthcare standards:
All healthcare facilities must be in compliance with current rules and regulations set forth by the Department of Health and Human Service.
3. International healthcare standards:
All healthcare facilities operating abroad must be incompliance with international healthcare standards and accredited by the World Health Organizations (WHO).

Political Factors:
In March of 2010 H.R. 3590 was made law. The Healthcare Reform Bill can ban further construction of doctor-owned, for-profit specialty hospitals and prohibit existing ones from expanding. Provisions in the Bill will also prevent new facilities from receiving Medicare reimbursement. The primary reason given for impeding privatized healthcare is because when healthier, fully insured patients migrate...

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