Marketing Plan Assignment 2 Instructions
Gather information from your contact at the organization you are working with and from
other sources to complete this assignment.
Group Members:
Group Number: 1
Healthcare Organization: The Auberge at North Ogden
Product/Service Chosen to Focus on: SPARK Activities Program
1. Target market segments:
a) Define primary and (if appropriate) secondary target market segments of your
products/services. Be specific; use principles learned in Section 4. Everything else in
your marketing plan (objectives and strategies) will depend on how you define your
target markets. Remember that a target segment is the group of potential customers
who are most likely to buy your product at the current time. It is NOT a description of
everyone who might possibly buy your product someday.
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Primary Target Market: Social service workers who refer residents from
rehabilitation centers and home care services.
Secondary Target Market: Children of potential residents in the Ogden, Utah
area
b) What criteria did you focus on to determine the target segments? (Age,
location, etc.) Why did you choose those criteria?
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Primary Target Market: The criteria we used to determine our primary target
market were location and types of services. The marketing director at the
Auberge said she recruits through the social workers at South Ogden Post Acute,
Stonehenge, and Mt. Ogden Rehab, as well as a home care company called
Signature. Based on this information we chose to select the social workers at
long term care facilities, rehabilitation centers, and home care services in the
Ogden, UT area for our target market.
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Secondary Target Market: Not only are we aiming to attract referrals from service
providers, but we are also focusing on the children of potential residents who
reside in Ogden, Utah. Children of potential residents are often the ones who
make the decision on which assisted living facility their parents will reside in.
People who become residents of assisted living facilities are sometimes
incapable to make decisions at an old age. Children want the best for their
parents and will ensure that the right choice is made. We chose the Ogden area
because the children of residents waThe SPARK activities program enhances
the residents’ experience and allows them to be more involved within the resident
community.
c) Find information that will help you calculate the approximate size of your
target segment(s). Calculate the estimated size of your target segment(s); show your
calculations and identify the sources of your information.
PRIMARY TARGET MARKET: approximately 24 social service workers
Calculations – one SSW at each company/facility
? Rehabilitation Nursing Homes
? South Ogden Post Acute
? Stonehenge of Ogden
? Mt. Ogden Rehabilitation
? Pine View Transitional Rehab
? Lomond Peak Nursing and Rehabilitation
? Crestwood Rehabilitation and Nursing
? Harrison Pointe Healthcare and Rehabilitation
? Washington Terrace Center
? Home Health and Hospice
? Signature Home Care
? Applegate Homecare & Hospice
? Home Helpers Ogden
? Comfort Keepers Home Care
? Interim Healthcare of Ogden
? Encompass Health
? Hearts for Home Health
? Envision Home Health & Hospice
? Right at Home
? Abundant Life Home Health & Hospice
? Integrity Home Health & Hospice
? Heart & Hands Homecare
? Canyon Home Care & Hospice
? Visiting Angels
? Ogden Signature HCH
? Alpine Home Care & Hospice
Sources: Jacqui Ball (marketing director), carepathways.com, yelp.com,
maps.google.com business listings
SECONDARY TARGET MARKET
For example: If you identified your most likely buyers as men between the ages of 20
and 30, living in Ogden city, and having above average income your calculation might
look like this:
Total population of Ogden between 20 and 30 = 16,000 people; % male = 50.76;
Half would have above average income:
Estimated size of segment = 16,000 x .5076 x .50 = 4,061
Source: http://censusviewer.com/city/UT/Ogden
See Finding Information Resources; written by WSU Stewart Library for help. Try search
words like; census, Utah census, Utah health, Salt Lake County, or any other county.
There is also a librarian assigned to the College of Health Professions. You can contact
her/him through the library web page.
2. Competitors and SWOT analysis:
a) Identify your key competitors.
The key competitors for The Auberge at North Ogden are Quail Meadow and The Lodge
at North Ogden.
b) Prepare a SWOT analysis for your organization. Work with your contact(s) to
brainstorm a list of strengths, weaknesses, opportunities, and threats for your
organization including those for the product you are working on.
The Auberge at North Ogden
Marketing objectives would include enhancing the resident activity programs. Strengths
consist of customer experience centered, increased sense of community, residents have
access to kitchen/dining areas, very spacious facility, and the memory care stations
enable seniors with Alzheimer’s or related dementia assistance with remembering their
own lives. Weaknesses include being an old facility, part of a large corporate structure,
low resident participation, minimal staffing, and frequent name changes. Opportunities
involve expanding/improving existing activities programs, strengthening community
partnerships, offering service project/volunteer opportunities, providing travel service,
and hiring additional staff to improve ratios. Threats consist of the number of other
assisted living facilities in the local area, senior residents already established routines,
the growing pains that come along with introducing a new program, the facility does not
offer rehab/skilled nursing capabilities,and the location of the building is along a busy
street making it dangerous for senior residents that may wander off.
c) Prepare a SWOT analysis for each of your two main competitors. You do not
need to interview the competitors. Gather information from the contact at your entity and
from the internet to brainstorm a list of strengths, weaknesses, opportunities, and threats
for each of the two main competitors.
Quail Meadow
Strengths would include having well-trained staff that are dedicated to fulfilling the
individual needs of their senior residents, underwent management turnover, brand-new
community in a quiet residential neighborhood, nice/clean facility, and it is a pet friendly
environment. Weaknesses consist of being a small facility (48 residents), having
incredibly small rooms, expensive, there is not a nurse on staff, and they do not accept
Medicaid/Medicare. Opportunities include improving memory care resident activity
programs, more diversity, and encouraging residents/family members to leave more
feedback (No Facebook reviews). Threats consist of the number of other assisted living
facilities in the local area.
The Lodge at North Ogden
Strengths are it is a retirement community that offers independent living, assisted living,
and memory care for 130 residents. Affordable, located near shopping, dining, major
hospitals, recreational activities and historical attractions. Friendly atmosphere, with
extraordinary cuisine, and transportation services. Weaknesses include being part of a
large corporate structure and brand recognition. Opportunities would include
encouraging residents/family members to leave more feedback (14 Facebook reviews).
Threats consist of the number of other assisted living facilities in the local area.
d) Summarize the key outcomes of the SWOT analysis (choose a few areas from
the above lists on which you will concentrate.)
The key outcomes of the SWOT analysis for enhancing the resident activities program
on which we will concentrate are strengthening community partnerships and offering
service project/volunteer opportunities. Strengthening community partnerships will
create a shared interest in the residents, these partnerships will also aid in bolstering
relations. Offering service project/volunteer opportunities will enable groups within the
community that include, churches, schools, military, boy scouts, girl scouts, etc. chances
to provide support to longtime members of society.
ONLY DO BELLOW THIS WHICH IS THE TABLE
USE ABOVE INFORMATION TO COMPLETE IT.
SAMPLE SWOT
This is an example of a SWOT table that could be used. It helps organize the
information, makes it easy to read, and adds a professional touch. Please use
something similar to this to present your SWOT analysis for assignment 2. You can
combine your organization and the competitors like this example, or have 3 separate
tables. Don’t forget the summary paragraph after the SWOT.
Summary of Key
Outcomes:_____________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________
______________________________________________________________________

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