Integrated marketing plan for Care Unit.

Date
2020-04
Authors
Akuffo, Margaret
Journal Title
Journal ISSN
Volume Title
Publisher
Ashesi University
Abstract
EXECUTIVE SUMMARY Care Unit Ghana is a Non-Governmental Organization founded by Ebenezer Attoh in 2013. It aims to improve the delivery of quick responses to healthcare issues in Ghana, through the use of well trained first aiders and first aid kits. However, the main vision or objective of the organization is to to preserve life and prevent avoidable deaths especially in communities that lack proper healthcare facilities. In its attempt to achieve this objective, the organization holds first aid training sessions or workshops with businesses such as banks, schools and churches, to train their employees on how administer care or first aid to an ill or injured person, using a first aid kit. A thorough study of the market and a needs assessment conducted revealed that the organization has a low customer base which is mainly because the demand for the services of the organization has plummeted since its establishment. The study also revealed that the root cause for this problem is that the organization lacks a well-structured service marketing promotional plan. The purpose of this project is to develop an integrated service marketing plan that will help increase awareness about the organization and its services, which will eventually increase its customer base and maintain it. It has been proposed that a service marketing plan, that focuses on improving promotion using the integrated marketing communication mix, will be the most effective in increasing the customer base of the organization. This is also intended to help the organization achieve its vision of preserving life and prevent avoidable deaths, especially in communities that lack proper healthcare facilities.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, April 2020
Keywords
Care Unit, Non-Governmental Organization, healthcare issues
Citation