SarahsMarketingPlanpartA.docx

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Part A: Sarah Behavioral Center Marketing Plan
Diane Joyner
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
April 26, 2021

Introduction
Sarah’s Behavioral Center is located in Petersburg, VA. The company has been in establishment for the past 5 years and it has experienced a tremendous growth. The location of the Company is one of the functions that is making it to thrive because of the increased behavioral cases. The purpose of the company is to provide counseling and therapy services to the people of Petersburg and others from the other areas who might visit the area. Counseling is one of the areas that had been neglected but with the current pressures in the society it is needed for the society to thrive. Though the center has been in existence for the past five years many people know little about it and the services that they offer. There is need for the company to have a marketing plan that could enable them to make their services known to a variety of people. Therefore, this paper will describe Sarah’s Behavioral Center marketing plan.
Mission Statement
Through an elaborate mission statement the Center is able to have sense of purpose, direction, and opportunity towards the establishment of their goals. Behavioral disorders are one of the problems that is affecting the development of human beings. Our services are to ensure that our clients are able to change their behavior and live a better life afterwards. To attain these we have a range of services including counseling, therapies, and massages to enable our client’s issues to be solved efficiently. Our goal is to provide our consumers with the better services that will enable them to change their behavior and become better citizens afterwards. Our future plans are to expand the services we offer to other parts of the country and integrate more services that could solve the needs of our clients. At Sarah’s Behavioral Center we aim to ensure that the society has well-developed behaviors that are not hindered by disorders.

Goals

The goals of the business determine what we can accomplish within a specified period of time(Steca,8). Main purpose of the organization is demonstrated through the goals that have been established. Thereby, the achievement of the organization depends on working progress towards the attainment of these goals.

Short Term
The short term goals of the organization include:
· Recruiting three more employees in marketing department in the next three months
· Integrating a profile on the new social media profile
· Introduction of an awarding program to the best performing employees
· Making the company’s blog active through increasing of traffic on them
There are a number of ways that the company will use to measure the success of the short term goals. Determining the number of people who visit their media platforms will be one of the avenues in which the success can be measured. Additionally, gauging the motivation of the employees through the nature of services that they deliver is also an attribute that will measure the short term goals(Casenave, 2). Moreover, analysing the number of downloads that are made from the organization is also a way in which the short term goals will be assessed. Positive attributes to these metrics will show the commitment of the organization towards the attainment of their goals.

Long Term
The long term goals of the organization will be achieved after 5 years which is a longer period. These goals include:
· Improving of the income made by the company by 15% in the next three years
· Reduction in the expenses of production by 20% in the next five years
· Enhance the brand awareness in the whole country by the end of 4 years.
· Hire 30 more employees by the end of the third year in business.
· Innovate new services and products in by the fifth year to enhance productivity
To determine the accomplishment of these goals in the next five years the following ways will be used to measure the attributes. Firstly, the growth rate of the company will be assessed in relation to the factors of competition in the environment. If the company will be able to surpass the factors of competition then the success would be achieved. Additionally, an increase in the market shares is also a way in which the success of the organization can be attained(Woolley,10 ). Customer engagement is another attribute that can be used to evaluate the success of the organization.
Environmental Analysis
The environment in which the organization has been developed will determine its success. Different factors in the environment determine the success of this industry including technological, political, legal, economic, sociocultural, and technological. Identification of these factors is an important remedy in directing the organization forward.
Competitive Analysis
Hospitals in Petersburg, VA are the main competitors of Sarah’s Behavioral Center. The hospitals offer behavioral counseling services to patients who are suffering from these conditions. In hospital facilities individuals might use their insurance to obtain these services. Furthermore, they have been in existence for many years as compared to our organization giving them an upper hand in the competition. Despite of these aspects the hospitals also have their weaknesses that could make our organization to thrive in the industry. One of their drawbacks is that they have more clients seeking other medication apart from the behavioral therapy thus reducing the care that they give to these patients. Additionally, one will take more time to be served in a hospital facility because of the procedures involved making them to lose interest in their services.
Additionally, other private facilities in the region that are providing counseling services serve as a competitor to the organization. These facilities have been in existence for long and they are popular as compared to our organization. However, most of them have not integrated technology in service delivery. Thereby, failure to advance with evolving technology makes them difficult to compete with the current trends in the industry.
Economic Analysis
Over the past years the country has experienced a tremendous growth in the economy that provides environment for the establishment of the business. With a good economy clients can visit the organization because of the availability of resources. Economic growth is a factor that stimulates the growth in this industry.
Additionally, the interest rates of the country are low boosting the manner in which business is done. Through these low rates the company can acquire products from other countries and sell them to obtain more profits. Also, the products will not be relatively expensive making them to be afforded by majority of the people(Chege,3 ).
Due to the pandemic the employment rates of the country have dropped having an impact on the organization. With high unemployment rates people are unable to acquire the services from organizations. Employment gives people an opportunity to acquire the much needed services in the growth of their entities.
Government policies are favorable making the organization to undertake their services accordingly. The policies allow for innovation which promotes the development of new guidelines in undertaking their business. Moreover, through the policies low rates of undertaking the business are formed making them to thrive.
Political and Legal Analysis
The United States is a relatively stable political environment that provides a favorable environment for businesses to thrive. However, during the last election the country experienced political instability that affected the way businesses that were established. The tax regulations in the country are favorable to establish a business. Existing policies on taxing are meant to favor the establishment of businesses because they are not stringent. The policies in business guide the manner in which these entities are established and the success they can derive from them.
Legally, there are specific laws that guide the business industries. Through the employment policies the company is capable of hiring professionals from any part of the world. Thereby, they are able to get the best in the industry who can undertake all the duties as expected. Employment laws have also created a better working relationship between the employees and employers. Through the relationship the employer are able to deliver the best services because they are not hindered by any factor. Political and legal perspective in the country is favorable for the establishment of business entities(Kim, 5).
Technological Analysis
There is rapid technological advancement which favors the establishment of businesses. Through the advancement business can innovate through research and deliver the best services to their clients. Additionally, technological advancement has made it possible for it to be integrated in business to improve their capabilities. Platforms have been created that can aid businesses to grow from one region to another. Moreover, they also have platforms that they can integrate with their clients producing the desirable results.
The government has invested significantly in technological research. Through this investment they are aiming with coming up with ways that can enhance the productivity of their industries and research. Continuous research is of importance to organization to continuously improve the service delivery thus outshining their competitors.
Adoption of the internet services is one of the factors that is contributing to the success of the organization. Through the internet services the companies are able to use these mediums and market their products efficiently. Almost the entire population is utilizing the internet making it possible for them to achieve their intended goals in marketing. Internet is playing a greater role in the success of the organizations.
Sociocultural Forces Analysis
Various sociocultural factors exist in the environment that determines how businesses succeed. Firstly, the education of consumers is one of the social factors that affect the manner in which businesses are established. Literacy levels are high-ranking meaning that majority of the population have acquired the basic education. Through the knowledge that they gained from this education they are able to find the solutions to their needs. Solutions are the services that offered by the businesses. Thereby, the success of these businesses entities rely on the education levels of their consumers.
According to the 2019 statistics the population of the United States was estimated to be at 328.2 million. Demographics represented in this population provide a wider avenue in which individuals can seek for services. Through the more individuals businesses are able to gain clients for the services that they offer(ZHANG,11).
SWOT and Needs Analysis
The success of Sarah Behavioral Center depends on the analysis of factors that affect the company both positively and negatively. Through the utilization of the SWOT analysis the following factors can analyzed: strengths, weaknesses, opportunities, and threats. Examinations of these factors can help the organization to understand its operational management(Kumar, 6).
Table 1

SWOT Analysis

Strengths

· Location
· Strong Management
· Marketing

Weaknesses

· New organization
· Missing expertise
· Faster growth

Opportunities

· Expansion opportunity
· Integration of Technology
· Introduction of new services and commodities

Threats

· Competition
· Customer Choice
· Political Stability

Note: Strengths, weaknesses, opportunities, and threats for Sarah’s Behavioral Center company.

Strengths
The location of the company is one of its strength. The center is located in Petersburg, VA. According to the 2010 census it had a population of 32,420 people. The high population is a success to the business as they are able to draw clients from the varied populations that are in the region.
Additionally, Sarah Behavioral Center has a strong management that has been able to move he organization forward for the past five years. Through the management the organization can move from one level to another and attain the much needed success. Managers of an organization are important the success of the organization.
Marketing strategies are also attributed to be one of the factors that are contributing to its success. Through the social media platform the organization has been able to attract more people to their organization(Vlados, 9). Thereby, the marketing strategy is important in the success of the entity.
Weaknesses
One of the weaknesses of the organization is that it is still a new organization that has only existed for five years. Being younger in this field makes it difficult for the organization to be recognized by various clients who might be willing to utilize the center. Also, the entities might lack strategies that they can use to compete effectively among their competitors and attain the required success(Bamousa, 1).
Additionally, being new in the profession makes the organization to lack the expertise they require in the field. Employees that they have might not have gained the required skills and expertise. As a result of this they are prone to making errors while delivering their services to the clients. Expertise is a factor that contributes to the success of the organization through customer satisfaction. Thereby, customer satisfaction cannot be achieved when there is missing expertise in the organization.
Faster growth over the five years is a factor that could limit the growth of the entity. Due to faster growth the organization might require resources for expansion. However, at times these resources might not be available derailing the manner in which the expansion can occur. Stepwise expansion makes the organization to ready when there is need to.
Opportunities
Room for expansion is one of the opportunities that the organization has in this industry. The company has the opportunity to expand to other areas in which the behavioral centers have not yet been established. The move to expand to untapped regions of the country gives them an opportunity to have more clients. Expansion is a factor that stimulates the growth of the industries for them to achieve the intended success.
There is rapid evolution in technology at the country which is attributed to the government support. The government is highly funding for innovations in this technological field. Due to the funding received from these sources the organization can use this opportunity to integrate technology into their operations. The technology will be of importance in improving their service delivery.
Introduction of new services and commodities is another opportunity that the organization can use to gain success. Through the new services that are introduced the company will be able to outshine their competitors because of availability of new avenues(Chybowska, 4). Thereby, these are some of the techniques that can be employed by the organization to acquire success.
Threats
Despite having opportunities the center also has its threats. Firstly, there are competitors that exist in the market that affect manner in which service is delivered in the industry. Some of the competitors have been providing the services for so long which is implicating the services that other industries are delivering to them.
Customer choice is another threat to the services delivered by the organization. There are a variety of products and services that exist in the market. Clients have an option that will best favor them in service delivery. Through the choice that they make other entities might be affected. The choice of customers can be swayed by other attributes that include propaganda on the products that are available.
Lastly, political stability is another factor that can influence the success of the organization. Political instability sometimes occurs unexpectedly affecting the business in the environment. During these events products of the organization are usually lost because of the violence that comes with the instability(Phadermrod, 7). Thus, these are the threats hindering the success of the organization.
Conclusion
In conclusion, this paper has demonstrated a marketing plan for Sarah’s Behavioral Center. The plan has demonstrated both the long term and short term goals that need to be accomplished within the specified time. Additionally, an environmental analysis has been conducted on the region that the entity is located. Lastly, internal and external factors affecting the organization have been discussed using the SWOT analysis. Therefore, through this plan the organization can become successful in its endeavors

Sources

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