Andersen Marketing Management
Marketing: The Only Route to Sustained Competitive Advantage
Report for the attention of the main board of Andersen
Module Title: Marketing Management
Ulster Business School
University of Ulster
Student No:
Word Count: 1997
TABLE OF CONTENTS
1. INTRODUCTION 1
2. CURRENT MARKET AND COMPANY POSITION 1 2.1 Overview 1 2.2 Environment and Customer Needs Analysis 1 2.3 SWOT Analysis 2 Strengths 3 Weaknesses 3 Opportunities 3 Threats 3 2.4 The BCG Matrix Analysis 3
3. FUTURE MARKETING STRATEGIES 4 3.1 Product Range Strategy 5 3.2 Pricing Strategy 6 3.3 Promotional Strategy 7 3.4 Selling and Distribution Strategy (Place) 7
4. CONCLUSION AND ADVICE 7
BIBLIOGRAPHY 8
REFERENCES 10
TABLE OF FIGURES
Figure 1: Andersen 's BCG Matrix 4
Figure 2: Facets of marketing strategy (source: Chisnall 1995) 4
Figure 3: The Ansoff Matrix (source: Chisnall 1995) 5
Figure 4: The Product Life Cycle (source: Dibb et al. 2001) 5
1. INTRODUCTION
Andersen is a private healthcare provider currently operating across many countries in Asia and Europe. It operates 22 hospitals with more than 4,000 beds and other patient centres internationally. It has a team of more than 2,000 specialists working in preventative healthcare, medical and surgical care as well as rehabilitation.
The function of this report is to outline and assess the performance of Andersen in the current market, and to propose the future marketing strategies in order to increase Andersen’s market share and profit.
This report will be focused on three sections. First section is to provide an up to date analysis on the current market position and overall performance of the company. Second section provides suggested future marketing strategies for the company. Finally, the key marketing lessons learnt will be reflected. This will aid company decision makers to utilise the positive
Report for the attention of the main board of Andersen
Module Title: Marketing Management
Ulster Business School
University of Ulster
Student No:
Word Count: 1997
TABLE OF CONTENTS
1. INTRODUCTION 1
2. CURRENT MARKET AND COMPANY POSITION 1 2.1 Overview 1 2.2 Environment and Customer Needs Analysis 1 2.3 SWOT Analysis 2 Strengths 3 Weaknesses 3 Opportunities 3 Threats 3 2.4 The BCG Matrix Analysis 3
3. FUTURE MARKETING STRATEGIES 4 3.1 Product Range Strategy 5 3.2 Pricing Strategy 6 3.3 Promotional Strategy 7 3.4 Selling and Distribution Strategy (Place) 7
4. CONCLUSION AND ADVICE 7
BIBLIOGRAPHY 8
REFERENCES 10
TABLE OF FIGURES
Figure 1: Andersen 's BCG Matrix 4
Figure 2: Facets of marketing strategy (source: Chisnall 1995) 4
Figure 3: The Ansoff Matrix (source: Chisnall 1995) 5
Figure 4: The Product Life Cycle (source: Dibb et al. 2001) 5
1. INTRODUCTION
Andersen is a private healthcare provider currently operating across many countries in Asia and Europe. It operates 22 hospitals with more than 4,000 beds and other patient centres internationally. It has a team of more than 2,000 specialists working in preventative healthcare, medical and surgical care as well as rehabilitation.
The function of this report is to outline and assess the performance of Andersen in the current market, and to propose the future marketing strategies in order to increase Andersen’s market share and profit.
This report will be focused on three sections. First section is to provide an up to date analysis on the current market position and overall performance of the company. Second section provides suggested future marketing strategies for the company. Finally, the key marketing lessons learnt will be reflected. This will aid company decision makers to utilise the positive
References: Baker, M.J (2000) Marketing Strategy and Management 3rd Edition, MacMillan, London BCG, The Boston Consulting Group (2012) BCG HISTORY: 1968. [accessed 07/11/2012]. Chisnall, P.M. (1995) Strategic Business Marketing 3rd Edition, Prentice Hall, Hemel Hempstead. Dibb, S., Simkin, L., Pride. W., and Ferrell, O.C. (2001) Marketing: Concepts and Strategies 4th European Edition, Houghton Mifflin, Boston. Jobber, D. and Fahy, J. (2006) Foundations of Marketing, 2nd edition. McGraw Hill, London. Say, R. (2004) Managing with Aloha: Bringing Hawaii 's Universal Values to the Art of Business. Ho 'ohana Publishing, Waikoloa, Hawaii.