Waypoint Research Institute part1 PDF

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Business Letter, Market Summary,Internal Analysis, External Analysis, SWOT, Target Market Definition(s), Value Proposition...

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Tree Fort Part 1 Submission Cooper Squirrell 200366470 Tanya Ryzhankova 200371494 Valeriia Markvoa 200382240 MKTG 2012 Professor: Lillian Tepera 2019-02-19

Business Letter:

Good afternoon, here at CTV Group we are thankful for your business reaching out to us requesting a marketing plan for the Waypoint Research Institute. We all look forward to working alongside your team to produce the best possible marketing plan that works for you and your clients. You can expect only the best service and professional experience from our team as we are working for what is best in your interests. You can contact us anytime at either 705-774-8870 text or call as well as by email at [email protected]. We all look forward to meeting again and getting a tour of your workplace. See you February 27th.

Team Bios: Cooper Squirrell, quality experience running businesses, hands on and the best customer/client service. I carry many creative thinking qualities that when brainstormed with my group allows us to think outside of the box for an effective solution. Open to all opinions and opportunities that I can bring to my team and apply it to our clients request’s.

Tanya Ryzhankova, I am responsible for the creativity of our offers in order to convince the client of the need of our service. The importance of time management. I keep a report on the progress of project preparation.

Valeriia Markvoa, In our company, I am responsible for marketing research: search for important information for customers. For example, tracking competitors, changes in the economy or laws, new trends and many other factors that will help our client to be ahead of their competitors.

Market Summary:

Our market summary focuses mainly on our external analysis as WRI maintains a productive and professional internal analysis. The issue being the external factors that affect their business and cleintel. Economic factors like money and availability/location potentially affect WRI’s client rate and it is important to take that into consideration. Our provided SWOT analysis will walk you through Waypoint’s core strengths, weaknesses, opportunities, and threats. Stressing on WRI’s awareness and how they have the resources and housing to expand but they need to clients to do so. The provided target market definition is important to look over as it highlights who we see as your main client, of course being difficult to pinpoint anyone specific as mental and physical health ranges from all ages, genders, and ethnicities. Although location plays a role, where most of your clients come from and why? Either physical, mental, or both. Being able to focus more on certain areas where these issues have increased or are increasing. Value proposition is as important to us as it is for you, we want to not only help WRI, but work for and with your team for the better of mental and physical health research.

Internal Analysis: Human factor - the culture of the organization, the qualification and education of the workforce, the movement of personnel, the qualification structure of management. If there is no high quality of service and unqualified doctors, the hospital will lose its reputation, trust and customers. Technical factor - novelty of equipment, level of scientific research, availability of new developments, unique hardware procedures or preparations. Financial factor - financial flows, self-financing, cost structure, debt level. Location and awareness: The fact is that in the region where Waypoint is located there are several companies (RVH, CMHA, Humber River hospital) who provide the same services

to customers. Therefore, some people will prefer a hospital which is closer to their location, such as Barrie or Toronto, others will choose a hospital that is famous for its reputation and is more known in this district.

External Analysis: One of the major factors that are having influence is the economic factors within a region or country, such as crisis, inflation or unemployment. A slight fluctuation in the economy can make people spent less money for pills, treatments or personal hospital room. Any changes in the law and order also will affect Waypoint . As any regulations imposed by the government changes occasionally it can have no control over the hospital. Changes in taxes and increase in the price of items are also coming under these factors which can affect. Introduction of new technologies also affects Waypoint. If new technology is not being adopted by companies competitors will take over and it will be difficult to sustain.

SWOT: Strengths: Waypoint Research Institute carries a successful research history behind them, with very useful research allowing exceptional help for many others in difficult situations. Due to their resources and experience WRI comes highly recommended for patients in need. Waypoint is open to long term care patients and short term. WRI is Ontario’s only maximum secure forensic program for clients served by both mental health and justice systems. Weaknesses: WRI’s main weakness is the knowledge that they exist. Even with the successful research and reputation, many are unaware of the WRI’s services. What they are able to offer and provide, their location, and caring customer service, many are unaware that it is even

available for use. With the more patients/clients, Waypoint can conduct more research and help more people. Opportunities: Speaking of the unawareness of WRI, the major opportunity is to increase awareness. With Waypoints current resources and team they already obtain the tools and team members to take on the clients. With increased awareness Waypoint can only help more people that are in need of their resources. Threats: WRI’s threats would be other clinics and research institutes. Clients that only request their local clinics help when they should probably be reaching out for further help. If potential clients were more aware of what the WRI can offer their health they would be more apt to at least look into Waypoint’s services.

Target Market Definition(s): Our main target market for this marketing plan is aimed at persons in need of medical/physical help. It is difficult to be age specific as well as gender specific as this line of business/service is more genetically/personally biased. As it is a smaller market but a very large niche market. Location: Waypoint provides its mix of regional services primarily to residents. The target audience covers the province of Ontario. Features Collingwood & Area, Barrie & Area, Orillia & Area, Midland Penetanguishene & Area and Muskoka Area. Since the location of the clinic is convenient for residents of Ontario. We will focus on them. Age: If we make a study on the diseases arising in different ages, we can see such indicators:

● 10-25% of seniors experience mental disorders; by age 80, dementia affects one in three people. ● 70% of all mental illness among adults is onset during younger years, and that the age of onset for schizophrenia is between 15-25 years of age. ● Ontarians between the ages of 15 and 24 are three times more likely to have a substance use problem than people over age 24. It can be concluded that the target audience can be both children and adults from the age of 15-80

Value Proposition: Our desired value proposition for Waypoint Research Institute is to create awareness of its professional resources, employees, and services. For the people in need and suffering from mental/physical illness that need the attention from medical professionals. The need for such a service as provides Waypoint rises every year by a few percent due to factors that affect the human body. Since 2003, Waypoint’s Core Value Awards have been the soughtafter recognition for exceptional values-based behaviour. Due to statics of service improvement, we can convincingly promote several factors that will be key in increasing the number of clients and improving the image of the wellness center. Caring Attitude to clients in the clinic is the key to success and free advertising. Touching attitude to each patient, sensitive attitude and behavior towards the client plays a big role. Accountability The task of the doctors is to clearly diagnose and explain to the client about the treatment process. Maintain lively ethical communication and be responsible for actions and results. Respect

Patients need to feel like ordinary people without causing discomfort because they are not like the others. A different approach to each of the patients will help confirm that the clinic has full respect for patients. Also, the confidentiality of the individual will be in one of the first places. Integrity Adhere to the highest standards of professionalism, ethics and personal responsibility, worthy of the trust our patients place in us....