Marketing Plan of MEDEA ----Professor J.F. David
Group Members:
Liang WANG Nino TANDILASHVILI Jing DONG Camille DELCOUR Alia FARAH Marion DUPONT Sophie BERLIOZ
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PLAN ¾ INTRODUCTION ¾ SITUATION ANALYSIS ¾ MARKETING STRATEGY ¾ FINANCIALS ¾ CONTROLS
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
CURRENT PROBLEMS ¾ NO ADEQUATE HEALTH CARE INSIDE AMBULANCES ¾ WRONG DIAGNOSIS (SOMETIMES) ¾ LOSS OF TIME
EXPENSIVE COSTS
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
INNOVATIVE HIGH-TECH PRODUCT AND MEDICAL CONSULTING
NEW EMERGENCY
INDIVIDUALS CONSULTING (ADVICES AND GUIDE)
SYSTEMS
DOCTORS KNOWLEDGE IN EMERGENCY PROTOCOLS
TEACHING AND TRAINING
MEDEA
INNOVATIVE HIGH TECH PRODUCTS 4
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
GROUP PLANNING FINALIZE MARKETING OBJECTIVES FINAL IDEA MARKET STUDY DATA COLLECTION 5
INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
MARKET ANALYSIS B2B
B2C
Common factor: Needs Trends Economical, Political & Social, Legal, Technological
¾For emergency vehicles ¾Factor: Emergency geography
¾For particular ¾Factor: French population
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
MARKET DEMOGRAPHY
B2B Ambulances’ medical teams usually don’t have emergency doctors Emergency centers cover all the country, but not at the same proportion B2C France presents a population where 34 % are more than 50 years old. Consumption in medical cares and goods is growing continuously 7
INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
MEDICAL TRANSPORT vo lum e b a se d 1 0 0 250
MEDICA L TRA NS PO RTS
200
y = 0 ,40 3 1 x 2 + 1 ,9 5 6 9 x + 7 9 ,5 0 5 R 2 = 0 ,9 9 4 6
Po ly . ( MEDICA L TRA NS PO RTS )
R 2 = 0 ,9 8 2 2
Ex p o n . ( MEDICA L TRA NS PO RTS )
150
100
50
0 1996
1997
1998
1999
2000
2001
2002
2 00 3
2004
1 0 0 b a s e d in 2 0 0 0
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
AGING POPULATION french population 14 % 9%
13 %
0 and 10 years 8%
10 and 20 years 20 and 30 years 30 and 40 years
34% 13 %
40 and 50 years 4%
50 and 60 years 60 and 70 years
14 % 1% 12 % 12 %
70 and 80 years 80 and 90 years 90 and more 9
INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
MARKET TRENDS PEST ANALYSIS ¾ ECONOMICAL, POLITICAL & SOCIAL 9 French social system is quite organized but the government regulates the
number of emergency vehicles number.
¾ LEGAL 9 Because of increasing lawsuits, doctors must be more and precise.
¾ Technological 9 Development of high-tech material used for medical purpose.
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
COMPETITIVE ANALYSIS New entrants New entrants aren’t the major threat to Medea because of the competitive advantage given by the Doctor’s knowledge. 1.5/5
Suppliers The suppliers are usually big companies such as Philips; Medea won’t have a high bargaining power. 4/5
Competitors Competition is not the main problem of Medea because there are no direct competitors. 1/5
Customers The B2B and B2C customers have a high bargaining power because of their importance and their high number. Also they (B2B) are supported by the government. 4/5
Product substitution Product substitution presents a quite important threat for Medea, because of the importance of medical consulting websites. 3.5/5
INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
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SWOT ANALYSIS
STRENGHTS
WEAKNESSES
Added value for SAMU Innovation and high-tech material Few resource (labor, time) to start Easy and cheap to start Expertise medical knowledge in emergency protocols
New and unknown product Small bargaining power in front of suppliers and customers
OPPORTUNITIES
THREATS
No significant competition Real need of the market Growing market Decreasing mortality rate Development of high-tech material for medical purpose
Imitation Government's restrictions on key actors and their budget
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Strategy of Medea
Find Niche Market Product Differentiation Constant Innovation Internationalization Qualiry Assurance
Product Differentiation Pricing Policy
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Vision ¾ ¾ ¾ ¾ ¾ ¾
Market Leader Create Trustful Image Improve Emergency Health Care Assure Better Security of Patients Return hope to people Enter the World Wide market
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Marketing MIX
PRODUCT - B2B : direct diagnosis, save time & money - B2C : hight lT quality, best assistance for elder PLACE - IDF - Nord Pas De Calais - Rhônes-Alpes
PRICE - 10% total cost - 50 Euros / month
PROMOTION - Radio - Booklet - Regional Newspaper
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
TARGET MARKET ¾ French emergency healthcare: 9 Private 9 Public ¾ Elder and lonely people (more than 50 years)
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Positionning ¾B2B : partner of market leaders ¾B2C: competitor of our own partner
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Financials Objectives: ¾ Balancing its operating budget and operating cost. ¾ Get a lower break-even volume by cost controls.
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Break-even Analysis ¾Break-even analysis based on - ongoing overhead costs - fixed costs 19
INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Break-even Analysis SCENARIO 1 Beginning Y1 SALES EXPENSES
SCENARIO 2 Beginning Y1
1,400,654,000 116,726,000
CASH FLOW -116,726,000 NET VALUE
End Y1
End Y1
SCENARIO 3 Beginning Y1
1,960,812,000
End Y1 3,361,572,000
444,000
163,423,000
444,000
280,160,000
444,000
1,400,210,000
-163,423,000
1,960,368,000
-280,160,000
3,361,128,000
1,283,484,000
1,796,945,000
3,080,968,000
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Expenses forecast Scenario 1 Market share
Scenario 3
5%
7%
12%
11,000
22,000
44,000
116,715,000
163,401,000
280,116,000
Ambulance surveillance system facilities Individual telecommunication facilities
Scenario 2
432,000
432,000
432,000
Office lease
Professional consulting payroll
6,000
6,000
6,000
Marketing costs
6,000
6,000
6,000
117,170,000
163,867,000
280,604,000
Total
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Sales forecast Scenario 1
Scenario 2
Scenario 3
Market share
5%
7%
12%
Ambulance surveillance
74,000
104,000
180,000
Individual consulting
1,400,580,000
1,960,812,000
3,361,392,000
Total
1,400,654,000
1,960,916,000
3,361,572,000
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Controls ¾ The goal of this marketing plan is to outline the strategies, tactics, and programs. ¾ Make the sales goals outlined in the Medea business plan. ¾ Medea face the marketing obstacles of the creation of a unique, innovative to be more specialized.
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Implementation ¾ ¾ ¾ ¾ ¾ ¾
Three Regions in France for Test Ile-de-France Nord Pas-de-Calais Rhônes-Alpes Implementation in whole France Other country
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
Project Management ¾ Marketing collaborates by workshops and periodic meetings. ¾ Provide direction of each specific marketing responsibilities. ¾ Make evaluation of the findings for marketing plan integration.
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The End Questions?
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Thank you for your attention!
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INTRODUCTION SITUATION ANALYSIS MARKETING STRATEGY FINANCIALS CONTROLS
MEDICAL CONSUMPTION
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MEDICAL CONSUMPTION
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