Key Issues and Challenges Faced by Arthritis and Osteoporosis WA - Assignment Example

? Marketing Table of Contents Table of Contents 2 Introduction 3 Stakeholders and Competitors 3 PESTEL Analysis 4 TOWS Matrix 5 Goals and Mission Objectives of Arthritis and Osteoporosis WA 9 Key Issues and Challenges faced by Arthritis and Osteoporosis WA 9 Recommended Strategies 10 ANSOFF Matrix 10 Conclusion 13 Introduction Arthritis and Osteoporosis WA is one type of non profit seeking non government organization and is a remarkable figure for the musculoskeletal diseases in Western Australia (“Arthritis Foundation of WA (Inc. Osteoporosis WA)” 2013). The organization was established in the year 1972 with the name Arthritis and Rheumatism Foundation as a non government organization. The name was changed in the year 1991 (“About us” 2013). The Foundation is considered as a state affiliate of the Arthritis Australia as well as Osteoporosis Australia. It depends upon the generosity and kindness of the West Australian Community for the purpose of funding. The main objective of this organization is reducing the disabling effects of osteoporosis, arthritis and various other related diseases among the people of West Australia by means of conducting various programs in Education and Research, Care etc. The services provided by the organization include Telephony Advisory Service, Support Group Service, Education & Self Management Programs, Public Seminars, Warm Water and Hydrotherapy Exercise Classes, Disease Information etc. Stakeholders and Competitors The employees of the organization provide services for reducing the effect of musculoskeletal diseases. There are members within the organization who provide direction and advice related to how and where the services are needed to be delivered for the West Australian society with musculoskeletal condition. They facilitate the availability of the services to people at right time, with proper care, by the most appropriate team and at the right place. Arthritis and Osteoporosis WA is highly committed to take care of those people who are affected by arthritis, osteoporosis and various other related diseases. The organization conducts several programs for curing the disease. It has launched programs which help children in coping up with chronic diseases (“Arthritis and Osteoporosis WA launch program” 2013). It has been stated that every 1 out of 2 women and every 1 out of 3 men will suffer from the pain due to osteoporotic fracture on reaching above 60 years in Australia. There are various other health organizations, Medicare Local, pharmacies and private businesses in West Australia providing high quality services to the people in the country. Some of the competitors are Asthma Foundation of WA, Australian Red Cross Blood Service, Epilepsy Action Australia, Down Syndrome Association of WA Inc, etc. However Arthritis and Osteoporosis WA has maintained differentiation in its service product by providing focused services (Bosworth and Holland 2004, 48) to the people only affected by the musculoskeletal health disease (“HBF Run for a Reason” 2013). PESTEL Analysis Political/Legal The Australian Health Industry is one of the most important contributors of the national preventative health strategy against various health factors (Sekendiz 2011). The Government has conducted frameworks which facilitate their successful operation within the country. The country is facing increased problems due to obesity, arthritis, osteoporosis and other diseases. The Government has made various rules which support conducting health programs for reducing these health issues. Economic The concerns related to the health issues are often neglected by the people of the country. This leads to various issues like lack of proper funding ultimately resulting in increased competency within the industry. Social The people in Australia do not have proper knowledge about diseases like arthritis, osteoporosis and other related factors. They do not consider these diseases to be major reasons of concern and as a result give less importance to chronic pain and osteoporotic fracture. This results in decrease in the funding for the charity organizations. Technological Latest technologies are used in Australian health industry for curing the people affected by various diseases. These technologies include advanced medical equipments and medicines that can easily help the patients in recovering from their diseases. Environmental In the health industry of Australia there are not too many organizations which provide services related to arthritis and osteoporosis. Thus health care organizations providing these services are highly supported by the environmental factors as well. TOWS Matrix TOWS matrix is an extension of the SWOT matrix which would also suggest strategies along with performing the SWOT analysis (Koontz 2010). External Opportunities The market in West Australia is less saturated in terms of health organizations providing services related to cure of arthritis and osteoporosis. This provides opportunity to the organization in expanding its operational market. Lack of high competition in the present operational market provides opportunity to the organization to act as a market leader by offering quality services to the musculoskeletal diseases affected people. External Threats 1. Arthritis and Osteoporosis WA has increased threat of facing financial problems in offering proper services with advanced medical equipments because of the lack of appropriate funding. 2. This reduced financial support from the public is bound to increase the competition from other charity organizations. This is one of the most significant threats to the organization. Internal Strengths Arthritis and Osteoporosis WA provides innovative health services which includes services for reducing the effect of the musculoskeletal diseases. The organization has an extraordinary reputation among the people of Western Australia. The excellent services have helped in gaining the trust of the customers who rely blindly on the services provided by Arthritis and Osteoporosis WA. Arthritis and Osteoporosis WA is the single health organization providing services related to the musculoskeletal health diseases affected people. This has added value to its reputation. Arthritis and Osteoporosis WA should provide innovative services to the people affected by musculoskeletal diseases even outside WA in order to expand its operational market and earn good revenue. The organization has achieved a good position in the existing market. It can utilise this strength in the new market as well. The organization is having a good reputation in its existing operational area. It can utilise this for increasing the funding. The organization can conduct various programs which would reflect the importance of arthritis and osteoporosis related diseases in front of the people. This would also help in increasing the funding for Arthritis and Osteoporosis WA. Internal Weaknesses The main weakness of the organization is that it lacks the funding required for meeting the demand. The research funding of the organization is also low. The organization needs to make more research for having knowledge on diseases like arthritis as there is a lack of knowledge about this disease in all the sectors. Most of the times arthritis is not considered as a serious or highly concerning disease which results in reduced funding. The entry of the business activities of the organization into new markets followed by providing quality health care services to the people staying in those places would result in high satisfaction for them (Hastings 2007, 55). This would help in increasing the funding for the organization and also will increase the concern among people about arthritis and osteoporosis. The organization should first aim at increasing its funding. Increasing the funding would automatically reduce financial problems to some extent. This might also decrease the threat of increased competition from the other charity organizations. Goals and Mission Objectives of Arthritis and Osteoporosis WA Arthritis and Osteoporosis WA generally works in one year target basis and the targets are set for every twelve month. At the beginning of each year business plan and production budget is prepared. The targets of the organization include mainly total number of patients/clients visiting, number of important professional updates, funding related to research programs, membership base and promotional campaigns related to health care issues. Mission of Arthritis and Osteoporosis WA The main objective and mission of the organization is reducing the disabling effect and incidence of the diseases like osteoporosis, arthritis and various other related health diseases among the people of West Australia (“Our Mission Statement” 2013). Every 1 Australian out of five suffers due to crippling pain of the diseases like arthritis. This has different types of effect on different people and the symptoms can be moderate, mild and can also result in one of the major cause behind chronic pain sometimes (“Arthritis and Osteoporosis WA” 2013). Moreover in every 6 minutes at least one patient gets admitted due to the osteoporotic fracture in Australia. It is expected to increase to an extent of 3 to 4 percent within 2021. There are not too many health care organizations providing services on this ground. Thus the organization provides differentiated service to the people in West Australia in order to become successful as a market leader. Key Issues and Challenges faced by Arthritis and Osteoporosis WA The main issues or challenges faced by the organization are given as below: The organization has been suffering from financial problems due to lack of proper funding. This has even increased the threat of increased competition from other health care or charity organizations. Arthritis is not considered as a highly concerning disease for the majority of people. It is due to this reason that the people neglect the symptoms of these diseases. This in turn reduces the funding as well as the number of patient visits in the organization. Lack of funding has resulted in the unavailability of enough services needed for meeting the demand. The responsibilities of the consultant would be delivering as well as managing the consulting service to Arthritis and Osteoporosis WA and at the same time determining the client needs by means of applying proper tools and approaches (Andreasen and Kotler 2008, 22). The consultant would look after building of long term relationship with the clients (Bruce 2005, 87). The role or responsibilities should also include identification of business opportunities as well. Building up strategic plans on behalf of the organization, policies, maintenance of governance, performance management methods and frameworks and conducting cost reviews at fixed intervals are the functional activities to be conducted by the consultant. Recommended Strategies ANSOFF Matrix The ANSOFF matrix produced by Igor Ansoff is an important marketing tool for determining the market and product growth strategy. Here, it is used to reach to the strategic option of market extension of the company. According to ANSOFF matrix, companies develop their strategies based on this four grid matrix: 1) Market Penetration- In market penetration the objective is selling of existing/present products and services to the existing markets. 2) Product Development- In product development, the main objective is developing new products and services in new markets. 3) Market Extension- In market extension, the main objective is extending the present/existing products and services in new market segments. 4) Diversification- In diversification, the main objective is producing or developing new products and services in new market segments. The strategic option of diversification becomes too risky for any organization planning to adapt it. At first an organization should provide new products and in the existing markets and then if the feedback of the customers’ remains positive, steps for diversification can be taken. Arthritis and Osteoporosis WA should adapt the strategy of market extension for expanding its operations into the new market segments. Now the organization provides health care services only in the market of Western Australia. It should plan for expanding its operational market outside Western Australia where it can offer the present services. It has already been stated that there are very less number of health care organizations providing services related to diseases like arthritis and osteoporosis. Thus it would not have to face high competition from a large number of health care organizations providing same pattern of services. The organization has huge opportunity of flourishing its business in the new market. It should utilise its strengths in the new market to grab the opportunities and achieve success in the new market segments. The promotional budget forecasting for promoting the services in the new market segment have been presented as follows: Particulars 2014 2015 2016 2017 2018 Sales Promotion 2,000,000 4,000,000 2,500,000 2,500,000 2,000,000 Public Relation Activities 3,000,000 2,500,000 3,000,000 3,000,000 3,000,000 Social Networking Activities 2,000,000 1,000,000 500,000 1,500,000 1,000,000 Activities for meeting the business objectives 2,000,000 1,500,000 2,000,000 2,000,000 2,500,000 Total 9,000,000 9,000,000 8,000,000 9,000,000 8,500,000 Conclusion Arthritis and Osteoporosis WA is a well known no profit seeking charity organization in Western Australia. It has earned a good name in the existing market by providing excellent services to the people affected with diseases like arthritis, osteoporosis and other related diseases. The organization is facing several problems due to the lack of appropriate funding. The availability of funding would enable the organization in providing high quality services to the people of Western Australia. The organization has its operation in Western Australia. It has been suggested to the organization to expand its operational market outside Australia as well. It has high opportunity of prospering its business in the new market segment. It should make use of its strengths in the international market for seeking the opportunities and achieving success in the new market segments. Reference List “About Us.” 2013. Arthritis and Osteoporosis WA, August 29. http://www.arthritiswa.org.au/content/page/contact-us.html Andreasen, Alan R., and Philip Kotler. 2008. Strategic Marketing for Non-profit Organizations. Upper Saddle River, New Jersey : Pearson Prentice Hall. “Arthritis and Osteoporosis WA Launch Program to Help Children Cope with Chronic Pain.” 2013. Perthnow, August 29. http://www.perthnow.com.au/news/special-features/arthritis-and-osteoporosis-wa-launch-program-to-help-children-cope-with-chronic-pain/story-fnd1xzft-1226696836444 “Arthritis and Osteoporosis WA.” 2013.” Subiaco Business Association, August 29. http://www.subiacobusiness.com.au/business-search/arthritis-and-osteoporosis-wa/ “Arthritis Foundation of WA (Inc. Osteoporosis WA).” 2013. Government of Western Australia, August 29. http://www.health.wa.gov.au/services/detail.cfm?Unit_ID=856 Bosworth, Michael, and John Holland. 2004. Customer Centric Selling. New York: McGraw Hill. Bruce, Ian. 2005. Charity Marketing: Meeting Need through Customer Focus. Florida: ICSA Publishing. Hastings, Gerard. 2007. Social Marketing. Amsterdam: Elsevier. “HBF Run for a Reason.” 2013. Arthritis and Osteoporosis WA, August 29. http://www.arthritiswa.org.au/content/page/events.html Koontz. 2010. Essentials of Management. New York: McGraw Hill. “Our Mission Statement.” 2013. Arthritis and Osteoporosis WA, August 29. http://www.arthritiswa.org.au/content/page/about-us-overview.html Sekendiz, Betul. “An investigation of risk management practices in the health and fitness facilities in queensland: Minimising the likelihood of legal liability.” 2011. Bond University, August 29. http://epublications.bond.edu.au/cgi/viewcontent.cgi?article=1100&context=theses Read More