skaktel
STRATEGIC ISSUES AND PROBLEMS
Pat Tulloch, senior director of marketing for SaskTel was given a responsibility to develop a marketing plan to launch LifeStat™ which is health monitoring system into the Canadian marketplace. She has to present to the executive committee and in order to create the plan; Tulloch would need to quickly make some distribution and promotion decisions and conduct a financial analysis of the product’s potential profitability.
Tulloch faced a challenging task to get these products ‘of the ground’. She wondered what the campaign should entail, which distribution and pricing strategy would be the best, how to maximize the current marketing budget, and how many units would need to be sold in order to recoup the cost. She has to decide quickly on an appropriate marketing mix to meet the expectations.
ANALYSIS AND EVALUATION
A. INDUSTRY ANALYSIS
Insight from Canada’s health care system
In Canada, the healthcare system was introduced more than 40 years ago, provided universal, comprehensive coverage for medically necessary hospital and physician services. The services were provided on the basis of need rather than on the ability of the patients to pay. This health insurance program, known to Canadians as ‘Medicare’ was best described as an interlocking set of 10 provincial and three territorial health insurance plans, all of which shared certain common features and basic standards of coverage.
The role and responsibilities for Canada’s health-care system were shared between the federal and provincial territorial governments. Under the Canada Health Act (CHA), federal health insurance legislation, criteria and conditions had to be satisfied by the provincial and territorial health-care insurance plans in order for them to qualify for funding. The research reveals that the cost of illness in Canada ware expected to increase $140 billion due to aging population. Health Canada had adopted a preventive vision and an
Pat Tulloch, senior director of marketing for SaskTel was given a responsibility to develop a marketing plan to launch LifeStat™ which is health monitoring system into the Canadian marketplace. She has to present to the executive committee and in order to create the plan; Tulloch would need to quickly make some distribution and promotion decisions and conduct a financial analysis of the product’s potential profitability.
Tulloch faced a challenging task to get these products ‘of the ground’. She wondered what the campaign should entail, which distribution and pricing strategy would be the best, how to maximize the current marketing budget, and how many units would need to be sold in order to recoup the cost. She has to decide quickly on an appropriate marketing mix to meet the expectations.
ANALYSIS AND EVALUATION
A. INDUSTRY ANALYSIS
Insight from Canada’s health care system
In Canada, the healthcare system was introduced more than 40 years ago, provided universal, comprehensive coverage for medically necessary hospital and physician services. The services were provided on the basis of need rather than on the ability of the patients to pay. This health insurance program, known to Canadians as ‘Medicare’ was best described as an interlocking set of 10 provincial and three territorial health insurance plans, all of which shared certain common features and basic standards of coverage.
The role and responsibilities for Canada’s health-care system were shared between the federal and provincial territorial governments. Under the Canada Health Act (CHA), federal health insurance legislation, criteria and conditions had to be satisfied by the provincial and territorial health-care insurance plans in order for them to qualify for funding. The research reveals that the cost of illness in Canada ware expected to increase $140 billion due to aging population. Health Canada had adopted a preventive vision and an
Bibliography: Kerin, R. A., & Robert A. Peterson. (2013). Strategic Marketing Problems: Cases and Comments. Pearson Education Limited. SaskTel. (2013). Retrieved from SaskTel: http://www.sasktel.com/wps/portal/sasktel/Personal/!ut/p/b1/04_Sj9CPykssy0xPLMnMz0vMAfGjzOKdDLwNDSwCfYxMg50tDDx9XMN8zSyMDS38DIAKIoEKDHAARwNC-sP1o8BK8Jjg55Gfm6pfkBthoOuoqAgAlMbPig!!/dl4/d5/L2dBISEvZ0FBIS9nQSEh/