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Marketing analysis of Bupa - Essay Example

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This study represents a secondary research effort utilizing information from journals, the corporate website and executive documentation, and general Internet-based data on the company. Results were analyzed both quantitatively and qualitatively for aspects of marketing, risk, product and service provision, general business strategy and business function at Bupa…
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Marketing analysis of Bupa
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Download file to see previous pages Bupa is the leading provider of private health care insurance and health care services in the
UK. Based on your assessment of Bupa’s intermediate and longer term Objectives, and an analysis of their business and marketing environment, please prepare a full Marketing Plan for Bupa. Your
Marketing Plan must cover all key elements including:
1. the corporate and marketing objectives
2. key macro and micro considerations, including SWOT
3. target markets selected and corporate/brand position
4. main aspects of your recommended marketing mix strategy, including
o Product/Services strategy
o Pricing strategy
o Channel management
o Promotional (Integrated Marketing Communications) strategy
o the extended marketing mix


1.0 The corporate and marketing objectives at Bupa

Bupa identifies its strategic priorities as:

• The development of differentiated products and services, through the provision of health care and health care promotion to allow customers to take control of their own healthcare as a lifetime partnership (Bupa, 2011, p.1).
• Building leadership in healthcare: Focus is given to relationship management related to individuals, companies, government and health care providers to improve quality and governance of the health care system and improve affordable health care services (Bupa).
• Improving quality of healthcare expertise internationally....
Assessment Task A: 2200 words Bupa is the leading provider of private health care insurance and health care services in the UK. Based on your assessment of Bupa’s intermediate and longer term Objectives, and an analysis of their business and marketing environment, please prepare a full Marketing Plan for Bupa. Your Marketing Plan must cover all key elements including: 1. the corporate and marketing objectives 2. key macro and micro considerations, including SWOT 3. target markets selected and corporate/brand position 4. main aspects of your recommended marketing mix strategy, including o Product/Services strategy o Pricing strategy o Channel management o Promotional (Integrated Marketing Communications) strategy o the extended marketing mix 1.0 The corporate and marketing objectives at Bupa Bupa identifies its strategic priorities as: The development of differentiated products and services, through the provision of health care and health care promotion to allow customers to take control of their own healthcare as a lifetime partnership (Bupa, 2011, p.1). Building leadership in healthcare: Focus is given to relationship management related to individuals, companies, government and health care providers to improve quality and governance of the health care system and improve affordable health care services (Bupa). Improving quality of healthcare expertise internationally. Bupa has experienced significant revenue growth in the last five years, with current equity at $4.37 billion. $1.18 billion of this revenue comes from care home services sustaining resident care for elderly and those with specialized needs (bupa.com, 2010). Because of the diversity and vastness of the products and services offered, Bupa’s marketing objectives consist of: Improve revenue ...Download file to see next pagesRead More
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