KINDLY USE SCHOLARLY SKILLS AND IT SHOULB BE ACCOMPANIED BY SCHOLARLY REFERENCES FROM AIU APA STYLE GUIDE FORMAT (NO WIKIPEDIA, AND YAHOO ANSWER) (1) DISCUSSION BOARD 4 Assignment Details (250 WORDS)...

Marketing plan for New City Care
Executive summary
Introduction
New city care is a private home health company that is providing nursing care services along with therapy services to aged patients. The target city as of now for new city care is medium sized Midwestern city that does have a population of 55000 people approximately. Operations expansion is considered by company to 10 miles away neighboring town that does have small population but the elderly people count is increasing there. Hence, new city care wants to take advantage of being first one to open a center that provides care to elderly people as there is not even a single home care facility in the town to cater elderly. Thus, the marketing plan for expansion to intended new market is presented here.
Company’s Resident history and cu
ent strategic plan
This is crucial to study history of area as this tends to present an overview of life of people in area along with their way of taking care of elderly in past. Also, it can help to know the changes that occu
ed in elderly people caring. For example, community groups nurtured society does not tend to adapt the residential services offering because they are more attracted towards meeting other people and providing support. Whereas in some situation, younger family members may be taking care of elders as part of community tradition and in some other communities, there are chances that elder people are left to manage by own. Thus, based on different situation, marketing strategy will be planned. Marketing strategy followed by marketing process success will thus depend on the different situations in the resident history. There are also traces of assistance provided by history in understanding the preparations made by individuals during their young life to survive post retirement. This trend must be compared with the trend of company so as to determine the alignment based on kind of customers. There must be clear alignment between the company’s anticipated customer’s needs addressed by company, and what is provided by community. This information will be used by marketing department so as to define marketing techniques influencing decision of most targeted customers despite of their traditional practices in taking care of elderly.
Demographic data
Data such as gender, age, education, size of household as well as socioeconomic status comes under um
ella of demography that will help company to analyze the market population, lifestyle of people, social activities and their financial abilities. Size of targeted customers along with expected future trend can also be identified well with this data. New city home will use demographic data to assess the elderly population in area along with evaluating future trend so as to determine expected changes that may occur in future in market. This can be done by assessing young as well as adult population in area. Thus, demographic data will guide organization to make decision on best marketing strategy along with studying influence on aging people into consideration of its service. Also, demographic data will provide an assistance to understand the ability of population to spend on company’s services. Also, the modern technology usage by targeted population may guide to determine most effective method to reach and communicate with audience. This may include social media, smart phones, internet and electronic mails etc. (Majumdar et al, 2017).
Quality standards
After expansion, company’s quality standards need to be maintained as expected by customers and permitted by authorities which need to be well assessed by the market research. New city care may need to attend to several health conditions of elderly...