Overview
Word Count (3000-3500 words) Write a Marketing plan for sports injury clinic expansion Consider the following- You are a Marketing manager at a large hospital in your country. Over the past 12 months the hospital has experienced a steady increase in patients with sports injuries. The region has seen an increase in outdoor [including extreme] sports providers, health and fitness gyms, and local competitive sports teams. The executive board of the hospital wants to expand their treatments of sports injuries, in a spectrum of areas. This is a change to the normal broad provision of General Hospital activities, and they need your marketing expertise and knowledge to help them understand which areas need to be fully scrutinized before they proceed. They have the budget for three specialist sports injury clinics in the area. The thoroughness and granularity of your report will enable them to make a final choice for the multi million investment. Individual Report Your submission clearly includes the following key areas – • Executive Summary • Table of Contents 1) Conduct a segment analysis and identify the various demographic, psychographic and behavioral customer segments that may need treatment for sports injuries. 2) Explain the targeting, and positioning process of your proposed sports injury clinics, clarifying the method you would consider. 3) Explain what further commercial information you may need in your proposal, how the data should be collected, and the type of research. 4) Identify the internal and external pressures and motivations that potential customers of your sports injury clinic would experience. 5) Write a summary communications plan for the sports injury clinic expansion, considering the different tactics aligned with the marketing AIDA model, with some emphasis on social media/digital marketing. Appendix – Graphs, charts etc. MS Word document - Calibri font, 11-point, 1.5 line spaces. Use both academic and commercial/contextual information to support your work.