Elderly Care in HK
Individual Written Assignment
A 5-year Marketing Plan for Senior Citizen Home Safety Association
Content
Introduction
Senior Citizen Home Safety Association (SCHSA/the association) was founded in 1996, reacting to the tragedy that more than a hundred singleton elders were found dead under the sudden attack of a cold spell at the same year. It was the first charitable institution offering emergency link service to the elderly in Hong Kong. Making use of innovative technology and personalized service, the association aims to create a quality living environment for the seniors by the operating as a self-financed social enterprise.
Situation Analysis
Industry Trend :
The elderly-care-service industry is on a favourable growth trend. With the aging population5, the market size of customers will surely rise to a much higher level. Market development may need not many efforts to be done by the association. In addition, the industry will go under the great support by the Government. The introduction of the four-year pilot scheme on community care service voucher for the elderly (2011-2012 Policy Address, 2011) may attract more consumption on the service provided by the association. Moreover, there is a rising trend for the elderly to adopt new technologies when the technologies meet their needs. (Gilly & Zeithaml, 1985). The industry may employ more technology elements into the field to enhance its attractiveness.
Current targeted customers served
Current targeted customers are mostly the seniors and people in need in the community. They comprise chronic patients, singleton elders, elders living with families and elders without families’ financial support. The association focuses its service on the mentioned types of people for the reason of the lacking of the self-care ability or with the greatest necessity for instant assistance by health-care professionals. The personalized phone link service, the major business provided by the
A 5-year Marketing Plan for Senior Citizen Home Safety Association
Content
Introduction
Senior Citizen Home Safety Association (SCHSA/the association) was founded in 1996, reacting to the tragedy that more than a hundred singleton elders were found dead under the sudden attack of a cold spell at the same year. It was the first charitable institution offering emergency link service to the elderly in Hong Kong. Making use of innovative technology and personalized service, the association aims to create a quality living environment for the seniors by the operating as a self-financed social enterprise.
Situation Analysis
Industry Trend :
The elderly-care-service industry is on a favourable growth trend. With the aging population5, the market size of customers will surely rise to a much higher level. Market development may need not many efforts to be done by the association. In addition, the industry will go under the great support by the Government. The introduction of the four-year pilot scheme on community care service voucher for the elderly (2011-2012 Policy Address, 2011) may attract more consumption on the service provided by the association. Moreover, there is a rising trend for the elderly to adopt new technologies when the technologies meet their needs. (Gilly & Zeithaml, 1985). The industry may employ more technology elements into the field to enhance its attractiveness.
Current targeted customers served
Current targeted customers are mostly the seniors and people in need in the community. They comprise chronic patients, singleton elders, elders living with families and elders without families’ financial support. The association focuses its service on the mentioned types of people for the reason of the lacking of the self-care ability or with the greatest necessity for instant assistance by health-care professionals. The personalized phone link service, the major business provided by the